Will AI End SEO?

25/11/2025

"SEO is dead!"

You can find hundreds of YouTube videos, blogs and podcasts declaring the above headline, and they've been doing this for a decade or more. So far, their claims have proved unfounded (or at least premature), but are they any nearer the truth as a result of recent improvements to LLM and AI? Countless creatives worldwide are nervous about the impact of AI on their roles - and, in many cases, rightly so.

Anyone who needs an image or piece of text quickly and cheaply can simply ask ChatGPT, Gemini, DeepSeek, etc., bypassing traditional graphic design and content writing roles. While it's by no means ideal, it's understandable. After all, it's a lot quicker and cheaper. However, this is a subject for another day.

Right now, we're turning the spotlight on SEO vs. AI to see what might happen. So, will AI render SEO obsolete?

The shifting SEO landscape

Search engines are increasingly using AI to interpret intent, generate answers, and personalise results. With features like AI summaries and conversational search, traditional tactics (such as keyword stuffing or focusing solely on rankings) are losing impact. Visibility is no longer just about a blue link on page one; it’s about being the source an AI system trusts when it compiles its own response.

What does this mean for SEO?

SEO becomes less about gaming an algorithm and more about:

• Authority and trust - High-quality, well-sourced content matters even more as AI systems prioritise credibility.

• Topic depth - AI rewards sites that cover subjects thoroughly and coherently rather than in fragmented “SEO snack” posts.

• User experience - Fast, clean, accessible sites remain vital as search engines evaluate overall usefulness.

• Structured clarity - Clear formatting, schema markup, and context signals help AI understand content at a deeper level.

Evolved, not erased!

As AI takes over the mechanical parts of search, human expertise (original ideas, nuanced writing, distinctive viewpoints) becomes more valuable, not less.

SEO is constantly evolving. Let's jump back to our point above, where the demise of SEO was announced, prematurely, on many occasions. In fact, SEO is always adapting to change, and while it may seem doomed to some, it is astonishingly resilient and is likely to remain around for a good while yet.

In all likelihood, SEO will shift from being a technical checklist to a blend of strategy, content intelligence, and brand building.

In short: SEO won’t die; it will mature! The people who adapt to AI-driven search will thrive, while those who cling to old-school tactics will feel like it has vanished for good.

So, how will your business handle the changes?

Need a nudge in the right direction? Then ping us a message, and we'll be happy to help!