If I had a pound coin for every time I had a conversation where some asked me if SEO is dying, I swear I’d be lying on a beach in Barbados right now. The [not so recent] arrival of AI into the public domain has of course set digital marketers tongues a wagging. Will SEO be dead in 2025? No, of course not. But, it is changing. And thats not a bad thing.
Digital marketers often say SEO is dead because they feel the industry is changing too fast. They’re unable to keep up with the new strategies and tactics. But let's be logical about this can we? Even if Ai were to take over the world tomorrow, and I’m not talking about in a Will Smith I-Robot way, it would still need to take its core learning and data from somewhere. And this is when you need to realise how important your website and the content on it is.
To understand how to move forward with the SEO effort you are putting into your website, its important to recognise when and why people click on a website link in the first place.
No-click search
We’ve all used a Google search bar to answer a quick question. “What’s the time in Brisbane” , “do pineapples grow on trees?” Etc. WIth user search queries like this the user has little need to visit a website to fulfil this query. The user has an informational intent in mind and can be satisfied without any further clicks.
Web-click search
But there will always be times when that user has a more detailed search requirement, one that involves a more complex answer to fulfil their search intent. This could be validation of a business, understanding a product or service in more depth before making a purchase or to read a more in depth article that supports the query. More often than not these will go with a search term with more of a commercial intent behind it.
So it’s quite obvious. Ai continues to support no-click searches well. People will still need and want to visit a company website when they are in a position to read more detailed guides, tutorials, and product information or when they are looking to confirm their potential purchasing decisions.
Is SEO dead??
Not even close. Don’t hand us the shovel yet. We need to start thinking about what SEO needs to be. And that my friends is very simple. Its about putting people at the centre of your strategy.
A people first SEO strategy is exactly what it says on the tin. Its about understanding and supporting what your audience needs and less about writing for the search engine rankings.
In fact Google itself has created a brilliant document which outlines the fundamentals of creating helpful, reliable, people first content. Which is well worth the read if you’re struggling to see if your current content fits the bill.
But in a nutshell ask yourself this:
Is your content helpful and reliable?
Does it put you as the expert?
Does it prioritise user experience?
Does it align with your audience wants, needs and desires?
What is SGE? SGE stands for search generative experience. It uses AI, and in Google that equates to the use of Gemini to provide complete answers at the top of the search page ahead of all other search results.
With this in mind Googles SGE is always going to be on the hunt for the best fitting and most credible result to any search query. It’s with this in mind that we as website owners need to be mindful and ensuring that we are consistent in providing rich, in depth answers that please our consumers.
Put it this way, you’re not worried when Google scans your website for information. Don’t be deterred when Ai search engines do the same. Embrace the evolution don’t shy away from it.
To ensure you're that your SEO efforts are working for you as we move into this new era remember to keep doing the following...
Remember E-E-A-T [ Experience, Expertise, Authoritativeness, and Trustworthiness] will be the most important thing to remember in 2025 as we shift further towards and Ai dominant world.
It’s easy to be overwhelmed by the noise out there. But don’t be. If you’ve been working on your SEO strategy consistently for the last few years please don’t panic that your effort has been in vain.
The terminology may change and the technology may evolve but you need to remember, all technology, regardless of how advance it becomes, will rely on some element of human touch.
Your customers are not the robots in this equatio. They still, and always will, need you. Make sure you’re front and centre when they come searching!
Check out our blog on how to update your current blog content for SEO here.
Doors are opening to our membership The Digital Circus in January 2025 for our next cohort. If you're looking for support to understand and grow your online visibility in a fun and supportive community then it's the place to be! Make sure you add yourself to the waitlist for more information here.