Will AI kill SEO? 7 facts that show why it’s worth investing in Search right now

In fact, artificial intelligence has been an integral part of SEO for several years now, thanks to Google’s algorithms.

The first of these was BERT, introduced in 2019, which utilized machine learning to enhance the recognition of user intentions when typing keywords into the search engine. Based on this, Google was supposed to provide more relevant search results.

Another example? Take the 2021 MUM algorithm, which was already a compelling AI model operating at the core of Google’s search engine. Its task was to respond to complex, multi-faceted queries and to distinguish information from multimedia, such as graphics. According to Google, MUM was already 1,000 times more effective than BERT.

Since last year, AI models have seen a dynamic surge in the number of active users. We are increasingly turning to ChatGPT and other LLMs with our queries. And what does Google have to say about this? It is growing too!

Although LLM models are gaining popularity and we definitely shouldn’t ignore them, Google remains the hegemonic force in the world of search. In addition, the number of queries that users direct to Google continues to grow, as can be clearly seen in the chart below.

So if you’re wondering whether it’s worth investing in SEO right now, the answer is definitely yes!

Source: buttercms.com

The days when a few users would land on our website from Google without much effort are definitely gone. Competition on the web is growing by the minute. More and more companies are realizing that just having a website is not enough and are investing in digital marketing, including SEO.

What does this mean for you? If you are not yet investing in SEO or AISO, i.e., AI positioning, it is high time to start. Without it, it will become increasingly complex for you to beat the competition, which is definitely not sleeping. Building online visibility is crucial for acquiring customers online, especially in today’s digital landscape.

AI is not killing SEO, but it is significantly changing the rules of the game. At Google, for most queries, the user currently receives an AI Overviews result, which is an extensive answer to a given query prepared by AI. Often, they don’t even have to visit any of the pages because they get the answer on a plate. However, Google mentions the brands it quotes, and appearing there should be your goal.

Source: Google, example AI Overview result

What does this mean? Standard SEO, as you know it, may not be enough to appear in AI results. Here, you will need a combination of SEO and AISO. This way, you will not lose your presence in Google results, but you will expand your reach to customers through new channels such as ChatGPT, Gemini, and Perplexity.

Learn more about this topic: What is the difference between regular SEO and AISO? And why do you need both?

Source: neilpatel.com

If you are a locally-based business, Google will definitely be a key meeting place with your customers online. Although AI is receiving more and more queries from various areas, local search is definitely dominated by Google. Think about where you would go to find a nice restaurant nearby, the nearest pet store, or a car repair shop? Probably Google Maps.

What does this mean for you? You should take care of your Google My Business listing to ensure that it ranks well and that users find you when they type keywords into Google Maps.

Ads on Google Ads or Meta platforms disappear as soon as you stop paying for them. SEO is a long-term effect that AI cannot take away. Investing in SEO and AISO, combined with an effective strategy, will give you long-term results and quality organic traffic. This way, you will not only ensure your visibility in the new channel of LLM models but also reduce your advertising expenses.

How does AI create its responses? It searches for information on existing websites. AI models learn generatively based on what we publish online. If you haven’t done any SEO activities so far, haven’t published quality, optimized content, AI won’t include you in its results. It needs content to learn about you and your brand. So if you haven’t done anything in this direction before, it’s high time to start!

The revolution we are seeing in the world of search requires a change in approach and the inclusion of new elements in our strategy, such as AISO, or AI-oriented positioning. However, this does not mean the death of SEO – quite the contrary. Now is the time to invest in positioning, while also expanding your strategy to include new online channels for reaching customers.