Is SEO dead or more alive than ever?

Every now and then we hear the statement "SEO is dead". For a business owner struggling to stand out on the internet, such statements are worrying. So what's going on? Is SEO really over or is it alive and well and more dynamic than ever? Spoiler alert: is not only not dead, but is constantly evolving and remains a critical tool in digital marketing.

2024 was a tough year for SEO experts. The constant changes in the Google's algorithms and the rise of the Artificial Intelligence (AI) brought turbulence to the SERPs. Many people saw the organic traffic falling without a clear explanation - enough to make them wonder whether it is worth investing in the search engine optimization. Even powerful websites like Forbes Advisor and CNN were affected by these shake-ups. It is logical to create panic: "Does SEO have no future?"

And yet, out of these challenges, new opportunities are emerging. The SEO landscape is changing, but for those who adapt, it remains more vibrant than ever. Next we examine why many claim that the SEO is "dead" and what is actually happening - and more importantly, how you can use this development to benefit your business.

Why do some people say that SEO is dead?

Let's take things from the beginning. Why is the idea circulating that SEO is dead? Below we'll look at some of the key reasons behind this claim and what lies behind them:

Frequent changes in Google's algorithm and variability in results (SERPs)

In recent years, Google has been making continuous algorithm updates that aim to improve the quality of search results. 2024 in particular brought major shake-ups: major core updates in March and November shook up the search results. The aim was to downgrade low quality content and reward more relevant and quality content.

However, these changes have caused excessive volatility in SERPs - sometimes even quality pages were negatively affected. It is not a rare phenomenon: one month a site can soar to the top of the ranking and the next month it can plummet. For example, the site Forbes Advisor lost a huge amount of organic traffic in just a few months, while others, such as Housefresh.com, after initially losing traffic, made corrections and saw their SEO ranking recovering and rising.

In addition, changes are also observed in the intention of searches (search intent) that the results serve. For example, at the beginning of 2024, searches such as "best AI tools" returned mostly blog article listings, while towards the end of the year results were dominated by product and tool pages. This shows that Google is constantly adjusting how it interprets user intent, modifying results accordingly.

What does it all mean? The instability we see is not an indication that SEO is dying - it's an indication that SEO evolving. As expert Ann Smarty, co-founder of Smarty Marketing, puts it: "Everyone - big and small - is seeing less organic movement over the years. It's a reality we have to come to terms with and adapt to stay in the game. If you depend solely on search traffic, you're going to see a decline. But it will continue to exist and perhaps become more targeted." In other words, the game gets harder, but it doesn't stop. Those who continue to invest in quality SEO content and adjust their strategy, they remain in the spotlight.

Google's AI results "steal" clicks

A recent change in the search landscape is the AI-generated snippets or the artificial intelligence answers that Google displays at the top of the results page. For specific questions, Google provides direct answers with summary information drawn from various websites. For example, if you search "What is generative AI?", Google can immediately display a short description that is automatically pulled from the web before the organic results even appear.

The purpose of these AI answers is to make searching faster and more convenient for the user. And indeed, many times the user finds his answer instantly and does not feel the need to click to some result. This trend leads to a rise in "zero click" searches (zero-click searches), where the user gets the information they want without visiting any website.

This sounds worrying for those who rely on the organic movement. Fewer clicks on your results means less traffic. But it's not all black. There are also opportunities in this new reality:

• Even without clicks, if your content appears in an AI response, your brand wins visibility and visibility. The user may not go to your page, but sees your name as the source.
• Summary AI answers work well for simple information. They cannot replace extensive guides, articles with steps, examples, case studies or content that requires depth and detail. This type of content continues to attract clicks.
• It is observed that Google's AI responses tend to come from reliable sources: websites with high authority and/or pages that contain truly original and quality content (e.g. unique data, research). So, by focusing on creating such content, you are more likely to appear in these recommended frameworks.

One problem that remains is that, for now, it is difficult to measure and understand clearly how much traffic these AI responses bring us. Traditional analytics tools don't easily distinguish whether a user simply saw the response or clicked. That's why experts suggest alternative methods of measuring success. As Ann Smarty notes: "When people start searching for your brand by name, it's a great sign that your strategy is working. It shows that you're standing out in channels beyond what we can easily measure." In other words, watch the searches of your brand. The increase in searches for your brand name suggests that your efforts (even through AI overviews that you can't measure directly) are paying off in terms of visibility.

Shift in user search behaviour

Traditionally, when we say "search", we think of Google. But today, user habits are changing. Google is still the biggest player, but is no longer the only reference point for answers. More and more users are turning to alternatives: artificial intelligence chatbots like ChatGPT, Q&A engines like Perplexity, and even social media platforms or forums (e.g. Reddit, Quora) to find answers - especially when it comes to specific or specialized questions.

In addition, the way people formulate their questions is changing. Instead of the old keyword phrases "best laptop 2025", many users now type (or say, via voice search) whole questions: "What is the best laptop for video editing under 2000€ with a good battery?". The searches become more conversational and specific. This shift towards long-tail, conversational searches means that websites need to tailor their content to clearly answer such complex questions.

How does this affect SEO? On the one hand, basic and simple questions (general knowledge, definitions, etc.) tend to be answered directly by AI tools. On the other hand, for more complex needs - such as detailed guides, product comparisons, specialised advice, case studies - users still turn to traditional search results and the websites that provide them. In other words, where it is required expertise, depth and human judgment, your content can still excel in organic search.

Remember also that all AI models that provide answers (from ChatGPT to anything else) trained with human content. Without human-generated articles, posts and pages available to search engines, AI would have nothing to "learn" and nothing to present in response. In fact, recent research by ProRankTracker showed that there is correlation between good SEO and presence in the results of AI chatbots. In particular, a significant percentage of the top pages on Google appear as sources of responses to ChatGPT and other AI tools. 45% of the top Google pages also appeared in ChatGPT results, and for Bing (which also powers ChatGPT) the percentage was even higher. This practically means that if you achieve high Google rankings, you increase the chances your content can also be used by AI assistants. In other words, good SEO is not only not useless - on the contrary, it also opens doors to new search platforms.

The rise of AI-generated content

At the same time, we see a explosion of content generated with the help of AI in the search results. Tools like ChatGPT, GPT-4, Jasper and more allow content creators to produce articles, posts and text faster than ever before. A Semrush analysis of 20,000 keywords showed that approximately 8% of the articles that occupied positions on Google's first page in October 2024 were written with AI. This figure may seem small, but it is steadily increasing.

This leads some to believe that "human writing and traditional SEO are dying as robots take over". But the reality is more complex. The companies that have embraced AI strategically see excellent results instead of disappearing. Research across 700+ companies revealed that when AI is used as a tool to augment - rather than replace - human expertise, it can improve SEO performance. 39% of marketers reported increase in organic traffic when they created AI-assisted content, while a 33% saw AI-assisted content perform better than purely human content.

Where is the "secret"? The successful companies they don't let the AI work on its own in the automatic. They don't just put up a prompt and upload whatever the AI comes up with. Instead, they do something much more intelligent:

• They always start from a human strategy - e.g. they choose topics based on their experience, do their own original research or collect data.
• They use AI to speed up the first stage of authoring: to make an initial draft, create the structure of an article or suggest text optimisation (e.g. identifying opportunities for keywords).
• Then, human editors and editors take on the task of editing the AI-generated text: enriching it, making it natural and engaging, adding their own personal touch, examples, humour or emotion - all the things that make the content truly special.
• Incorporate real-life examples, case studies or real experiences that an AI alone could not know or invent.

The result? This content combines the best of both worlds: the efficiency of AI and the creativity and authenticity of humans. It's no coincidence that the 73% of the successful companies studied use an mixed AI + human approach, while only one 5% relies exclusively on AI. As Ross Simmonds, CEO of Foundation Marketing, put it: "I think AI is today what spell check was. It's something that every developer should consider part of their tools to be more effective. AI helps you focus on what matters - making sure your voice is heard, your message is clear, and the story you're telling is compelling and uniquely yours." In short, AI can boost your SEO if you use it right, but it doesn't replace your SEO. strategic thinking and the uniqueness that a human creator brings.

Job cuts in SEO and Content Marketing

Another reason fueling the rumor that SEO is "dying" is the changes in the industry's own labor market. As businesses adopt more AI tools and automate some of the work, it seems that decreasing demand for traditional SEO roles. In the first quarter of 2024, job ads for SEO jobs decreased by 37% compared to the same quarter last year. At the same time, and in the content marketing there is pressure: according to the Content Marketing Institute's 2025 survey, 1 in 3 marketers reported that their company has made layoffs in the content team in the last year.

In general, 68% of marketing professionals believe that they are harder to find a job in the industry today than they were 5 years ago. Most attribute this to economic pressures (75%) and increasing competition (69%). However, a notable proportion (~33%) believe that the rise of AI is a direct cause of these challenges, as some of the work that humans used to do (e.g. keyword analysis, basic content production) is now being automated.

What does it all mean? Not that SEO as a practice is dead, but that redefining the role of people within it. Traditional SEO specialists may be in short supply because companies are now looking for more hybrid skills - people who know SEO but can also leverage AI, people who combine technical knowledge with strategic thinking. For an SEO professional (or an entrepreneur hiring such professionals), the message is to evolve with AI rather than fear it. As we will see below, adaptability is key: those who develop their skills and learn to work with technology will continue to prosper, while those who stay behind in traditional methods may see their opportunities reduced.

Having looked at the main challenges that make some people proclaim the "death" of SEO, the next question is: How can we address these challenges? Instead of abandoning the field, how do we adjust the SEO strategy so that we can not only survive, but achieve more in the current era? Let's look at some basic tactics.

How to overcome modern SEO challenges

Since the SEO landscape is changing, what can you - as a business owner or marketer - do to stay on top? Here are some ideas and best practices to adapt and thrive:

Create brand new content with unique value

If your content doesn't offer anything unique, it will hardly manage to achieve high positions in the results or to distinguish itself on the new AI platforms. Today, more than ever, the internet is flooded with information. To stand out, the material you publish must give value that cannot be easily reproduced by an AI or find it elsewhere.

The best performing pages are those that leverage real-world experience, in-depth analysis and original data. Simply put, your content should have a fresh perspective - not rehashing what is already there, but adding something new to the conversation. This can come from:

• Your own practical experience in the industry. (E.g. an article where you share what your company learned using a new technology.)
• Your own data or research. (E.g. results of a customer satisfaction survey you conducted, or an analysis of your sales that draws interesting conclusions about the market.)
• The your personal views and considerations as an expert. (E.g. an opinion piece on where your industry is headed in the coming years.)

Consider this: anything that can be easily found elsewhere, or composed by an AI from existing content, has less value. In contrast, content that is based on in something that only you possess (your data, your experience, your imagination) is your "passport" to higher rankings and a distinctive presence.

To do this, try some of the following approaches:

Conduct original research

You don't need to be a large research institute to produce original research. Use the data you already have or can collect. For example, you can run a poll to your customers or readers, analyse your website statistics or even conduct a small experiment.

Let's say you have a service company. You post a case study on how a new SEO tactic increased your site's organic traffic by 50%. Or if you're an e-shop, share data on the buying trends you've observed over the last 12 months. This is data that no one else has in exactly the same form, because they come from your own activity.

Such original information attracts attention - both from users and other sites (who may backlink to you by mentioning your research). In addition, they enhance your credibility as an authority in the field. So instead of writing another generic article that just gathers information from the internet, think about what small or large research you can do yourself and present the results.

Record real-world experiences

Another dimension of unique content is the personal experiences. Share specific challenges you have faced, results you have achieved and lessons learned. This not only gives authenticity to your content, but also provides practical value: readers (especially other entrepreneurs) love to see how someone solved a problem step-by-step.

For example, let's say you maintain a blog for marketing. Instead of a generic "Content Marketing Tips" article, you can write: "How my team created content that brought in 5,000 visitors in 1 month". Inside there, describe the specific actions, tools and tactics you used, and what worked and what didn't. That kind of content can't be created by an AI, because it requires real experience.

A well-known example is the Backlinko blog (by Brian Dean), where guides based on the practical experience of the team are published. In one post they explained how they make a "Content Brief" for their editors - i.e. they shared their internal process. This kind of "insider" knowledge is invaluable to the public and is not otherwise replicated.

Work with experts

You cannot (nor do you need to) know everything. If your topic is complex or technical, invite experts to contribute. This can be done in a number of ways: interviewing an industry expert for your article, asking for feedback/opinions from your customers or partners, or even hosting a guest post from someone with expert knowledge.

With such partnerships, your content gains more depth and credibility. For example, if you maintain a blog on medical topics, an interview with an established doctor will add authority and information that you couldn't provide on your own. Or in a corporate white paper, the input of an industry expert consultant will make it stand out.

Besides, the experts who participate often then share the content with their own audience, increasing its reach (and bringing valuable backlinks or social shares). In the context of SEO, this means greater visibility and movement.

To summarize the first point: The key is the originality and authenticity in content. Whatever a competitor can copy-paste or a chatbot can invent, is by its very nature consumable. Whatever comes from you, your knowledge and your data, is your competitive advantage.

Make regular checks and frequent updates to your content

In a world where results pages change at a dizzying pace, it's not enough to create good content once - you need to keep it fresh and relevant. Google's frequent algorithm updates mean that a page that was top yesterday may fall tomorrow if newer and more relevant information appears elsewhere.

The practice of content audit (content checking) at regular intervals is now becoming essential. This means that at certain intervals (e.g. quarterly or semi-annually) you "sieve" your content: which articles are out of date? Where have things changed since you wrote? Which keywords are you targeting and has the search intent for them changed?

A very timely example comes from the field of artificial intelligence. Suppose you wrote an article in January 2024 titled "The best AI apps for business". By the summer of 2024, new applications had probably appeared, some tools had changed, users might now be looking for something slightly different (e.g. more specialized solutions). If you leave the article as is, you risk seeing its ranking sink as others produce newer, updated content.

The solution is the frequent updates. The author of the Semrush article we analyzed reported that he had a page (AI-related) that went from position 1-3 to suddenly dropping to near position 20 in a few days, losing a correspondingly huge percentage of its traffic. Why? New competitors with fresher content appeared, and so his own article was no longer considered as relevant. What did he do? He updated it, adding what he had learned newer by working with these AI tools, enriching the examples, incorporating the new trends. Every time he updated it, he watched his posts go up again. Within 6 months, he had intervened several times to keep it current - and ultimately, he kept the front page and valuable traffic.

What you can do practically:

• Monitor SERPs and search intent: Make a habit of checking what the results look like for your main keywords. If you notice that the top pages are changing or that Google is now showing a different type of content (e.g. more videos, or product pages instead of articles), this is a signal that you need to adjust your own content. Stay in sync with what Google "wants to see" for each query.
• Add personal insights: As we said, uniqueness counts. When updating an article, think: "What can I add here that will make a difference?". Perhaps in the last few months you have gained a new experience of the subject or found a new example. Add it. Even small touches (e.g. a short story of your own, a mini case study) can add a new twist.
• Optimize for machines one at a time: Whenever you update an old text, take a look at its SEO elements. Can you improve the title or description (meta description) to make it more attractive? Are there any new relevant keywords with high search volume that you should naturally incorporate into the text? Is it worth adding an internal link to one of your newer relevant articles? These small improvements, along with freshened up content, send a signal to Google that your page is active and up to date.

In short, think of your content as a living asset that needs care. We don't just plant the tree (the article) and leave it - we water it and prune it from time to time so that it continues to bear fruit (movement and transformation).

Measure, test and adapt your content strategy

In times of uncertainty, our instinct may be to either freeze our SEO efforts altogether, or to try "a little bit of everything" in case something works. A better approach is to strategic data-driven flexibility: we measure what works, test new ideas on a small scale, and adjust accordingly.

Especially if you have limited resources (time, people, budget), you need to focus on the actions that bring the best results. Before you start creating something new - e.g. another great article or a new free tool to attract visitors - ask: "Will this bring us enough benefit (traffic, leads, sales or whatever you're targeting) to make it worthwhile?".

We know that especially with organic content, these things are difficult to predict. But it's not impossible, especially if you use your existing knowledge. Here's how:

Track historical data

First, look backwards: what does the data from your previous efforts say?

• Have you posted similar content in the past? How did it go? (E.g. if you're thinking of writing a "Guide to X" article, check out your previous guides - did they have consistent organic traffic? Did they gain backlinks? Did they bring in signups or sales?)
• Which type of content performs best for you? Perhaps your how-to articles have better dwell time and SEO ranking than your news pieces. Or maybe the videos you embed keep people on the page longer.
• What about your audience? Do certain topics attract visitors who eventually become customers (conversion)? For example, you may find that your blog pages on "tips for beginners" bring in a lot of traffic but that audience doesn't convert into customers, while conversely articles on more advanced topics attract fewer but higher quality visitors who then request a quote.

This type of analysis will help you to prioritise your actions. Redouble efforts on forms and issues that are proven to get you results and consider cutting time from things that "don't move the needle" for your business. For example, if you've written 10 articles on trending news and none of them brought a single conversion, it may be a sign that your audience isn't interested in that kind of content from you - better to invest that time in a timeless guide or something more practical.

Understand the conversion across the funnel

SEO often focuses on the top of the funnel (attracting traffic). But for a business, there is value in getting the visitor to take the next step - to become a lead, buy, sign up, etc. So it's important to track how users interact and are transformed after they land on your site via search.

Ask: what does the visitor do after reading my article? Does it click on a call-to-action; Does it subscribe to a newsletter? Does it leave immediately? Does it get lost somewhere?

If you don't have this visibility, work with your UX manager or product manager (if you're, for example, subscribing to an app) to add ways to measure. This might mean putting specific buttons or links in your content and tracking them (e.g. with events in Google Analytics), or using heatmaps/recordings to see where people are sticking.

For example, the Semrush team reported that together with their UX designers, they made sure to add several conversion points to the free toolkits they offer through their site. So, when someone logged in to use a free tool, there were discreet "Try the full product" or "Sign up for more" buttons in various places. By tracking these spots, they could see if the organic traffic these pages were driving was having a meaningful effect (e.g., signups on their platform). This knowledge helped them to continuously improve performance of content, not only in terms of SEO but also in terms of business results.

Conduct experiments

When everything around is changing, sometimes the only way to find out what works is to try something new and see what happens. The culture of experimentation can give you valuable information and an edge over more hesitant competitors.

An experiment can be small and simple. For example:

• Try a new writing tone in your articles. (E.g. if all your articles were too formal, write one in a more personal, first-person style with storytelling and see how the audience reacts.)
• Try a new one topics or a keyword that you have never targeted before, maybe something more specific (long-tail) but related to your work.
• Experiment with different content structure(e.g. instead of plain text, make an infographic or checklist in PDF format and see if people download it.)

The big content companies are constantly doing such micro-experiments. It was mentioned that HubSpot tried in some of their articles to change the style to first person, narrative style, because internal experiments showed that both Google (based on the E-E-A-T principles: Experience, Expertise, Authoritativeness, Trustworthiness) and readers like it. Indeed, now many of their articles have a more personal style and seem to perform well. This experiment has given them a direction for how to write in the future.

Important: Each experiment must be accompanied by a lesson. If something works, adopt it. If not, understand why and move on to the next one. The point is to have a a culture of testing and learning. In the SEO space, where there are never any guarantees, this is the way to discover opportunities that others may be ignoring.

Plan the distribution of content early

Finally, a piece that is often overlooked: how the content will reach the world. Yes, SEO is a key way of distribution (people search and find you). But it's not the only one - and what's more, SEO often takes time to pay off and has ups and downs. So think about it from the very beginning: other than Google, how else can I promote this content?

Some examples:

• Share this article on LinkedIn your personal profile or on your company page.
• Send it to a newsletter to your customers/subscribers.
• Create a short video (e.g. on TikTok or Reels) where you summarize the main points and link to the site for details.
• Republish it (or a summary of it) as an article on a platform like Medium or LinkedIn Articles, with a link back to your site.

Think multichannel. So, even if Google suddenly decides to reorder everything and you lose some posts temporarily, your content will still finds its audience.

A well-known expert, Andy Crestodina (founder of Orbit Media) for example, makes great use of his LinkedIn newsletter. Although he's an expert in SEO, he doesn't rely on it alone - he built an audience of ~200,000 subscribers on LinkedIn who receive his articles directly. So every new article he writes has a guaranteed audience, regardless of what's happening in the SERPs that week. This does not mean that he doesn't care about SEO - he just doesn't put all his eggs in one basket.

In short: SEO is still extremely important (that's why we talk about it all here!), but make sure to integrate content into a larger promotion strategy. That way, you'll mitigate risk and maximize the impact of every piece of content you create.

Use AI, but use it responsibly

We've seen that AI is twofold for SEO: both a challenge and an opportunity. The key is to. don't be afraid of it, but don't overuse it without a strategy. Google has clearly stated that it does not penalize AI content per se; but it does penalize bad, low-quality content - whoever wrote it. So, the issue is quality and usefulness.

Here are some principles for responsible use of AI in your SEO:

• AI is not here to completely replace your content creators. Don't see ChatGPT as an opportunity to fire your copywriters and let the machine write blog posts on its own. This will likely result in a bunch of irrelevant texts that will sink in rank (or worse, may damage your company's image if they are inaccurate or robotic).
• But you don't need to demonise AI either. Some have adopted a "Zero AI" attitude - not to be used at all. This is a missed opportunity. AI is a tool, and if your competitors use it intelligently, you will find yourself behind if you ignore it completely.
• Use it as a partner. Think of AI as a very fast assistant or apprentice. It can help you with many tasks: come up with topic ideas, do a first draft of text, translate/convert your content into a different style, create summaries, even suggest images or captions. But you are the master craftsman who will oversee and perfect the work.
• Combine AI + SEO data. Remember that generic tools like ChatGPT have no knowledge of what is going on Now on the internet. They don't know which keywords have higher volume or exactly what the top results are for your query. Here come special AI tools designed for SEO. For example, there are applications (such as Semrush's ContentShake) that integrate real-time data from search engines and can create draft articles that already take into account best SEO practices: incorporate focus keywords, optimize headings, etc. These kinds of tools can give you a great starting point, which you then refine with your own insights.
• Enrich AI output with a human touch. As we said before, 50-50 might be a good ratio: let the AI do the first 50% of the job (e.g. the first form of the text) and you take care of the next 50% (checking, proofreading, adding unique material, style and editing). This way you gain speed without sacrificing quality.

As Ann Smarty aptly sums it up: "The use of AI is perfectly acceptable - as long as it is part of a thoughtful process. When we work with editors, we usually give them briefs with input from experts or research. Editors can use this input along with AI tools to write faster, but ultimately the process is about 50% AI and 50% human effort (writing and editing). The key is balance. Creating everything with one click and hoping it works doesn't make sense. On the other hand, zero-tolerance policies on AI often feel like stubbornness - AI, when used responsibly, is just another tool to achieve better results."

In a nutshell: take advantage of artificial intelligence but don't get carried away. Wisdom lies in the middle way. Neither alone without tools, nor only the tools without us. This combination can really take off the productivity and effectiveness of your SEO strategy.

Expand your digital marketing skills

Finally, let us touch on a broader but extremely important point: the evolution of your role as a professional (or business owner) in the digital marketing ecosystem. We see ponderous headlines everywhere like "Content writing is dead" or "SEO as a profession is disappearing" or "AI will replace all marketers". The reality, as usual, is much more balanced.

Yes, if your only skill was writing basic 500-word articles repeating what you found on page 1 of Google, then yes - an AI can probably do that job faster now. If all you did for SEO was to "sneak" keywords into texts without strategy, then indeed these old-school tricks have no future.

But effective marketing has always required much more: strategic thinking, audience understanding, creativity, multi-channel approach and business acumen. These elements do not die - on the contrary, they become more valuable. Think about it: the more automated some executive tasks become (like writing a basic draft or generating a keywords list), the more those who can see the big picture and make critical decisions stand out.

For example: the AI can give you 10 article titles that are optimized. But you you will decide which of these articles is worth writing based on the needs of your audience and business goals. AI can write a paragraph with the right structure, but you you will judge what message your brand needs to get across, what story will touch readers and how to measure success.

So, instead of trying to protect the "status quo" (e.g. to continue doing only what one has always done in the hope that technology will not replace it), the right move is to invest in becoming most accomplished marketer. For a business owner, this means either developing this knowledge himself or ensuring that his team/partners have it.

Some directions in this spirit:

• Better understand the business strategy behind the marketing. How does SEO relate to your sales? With brand awareness? How would you change your SEO tactics if the goal of the business changed?
• Focus on audience/clients Your. What problems are they trying to solve? How can you serve them better (either through SEO or other channels)?
• Learn at least the basics around related areas: for example, a little bit about paid search (PPC), social media marketing, email marketing, analytics. It all ties together. An SEO specialist who also understands CRO (conversion optimization) will build much more efficient pages, because they will not only think about ranking but also about what the user does once they enter.
• Encourage yourself (or your team) to continuously learning. Online courses, webinars, forums and networking with other professionals help you stay ahead.

To sum up: SEO is not an isolated island. It is part of the larger digital ecosystem. The more you enrich your skills and understand how everything is connected, the less you will be affected by any individual changes. Instead, you'll be able to use them to your advantage, with a clear picture of what you're trying to achieve overall.

SEO is not dead - it's just evolving (again)

Let's look at the big picture. There have been countless moments in the last twenty years where some have been quick to say that SEO is "dead". When Google paid ads (Google Ads) came out, it was heard: "who needs SEO now that you can pay to be first?". When the featured snippets (Google's direct answers), again: "Google steals all the traffic, no more SEO". When YouTube and video search took off, some said: "people prefer video, they won't read articles, SEO is dead". And yet, each time, SEO not only survived - but transformed and continued stronger.

The same is happening now. The advent of AI in the search and content space is certainly disruptive. But it is not the end, but rather a new beginning with different rules. SEO in 2025 is not exactly like SEO in 2015 - but its essence remains the same: helping the public find what they are looking for and helping businesses to are visible to that audience.

So how can you adapt and succeed in this new development? Don't run away from change, embrace them. At the same time, keep a few fundamental principles in focus:

• Create authentic content with value for people: You offer information, solutions and perspective that the reader cannot find elsewhere. The content is king still applies, as long as it is a real king and not a puppet (i.e., it is quality and not just "random text to exist").
• Stay flexible and ready to adapt: Technology will continue to change, and so will user habits. Keep an eye on trends, try new things and don't hesitate to evolve your strategy. In SEO, the winner is the one who is patient, but not the one who rests.
• Diversify your sources of traffic and your means: We've said it before, don't put all your eggs in one basket. Build audiences from other channels (social media, email, etc.), experiment with content formats (video, podcasts, infographics). SEO works perfectly well with all of these - it's not a rival, it's part of a whole.
• Use AI as a tool, not as a substitute: Automate where it makes sense, save time and resources, but invest that saved time in doing the work that not the machine can do: strategy, creative thinking, public relations.
• You frequently "service" your content: Just like you would do maintenance on a good machine, your content and site need care. Look at what needs updating, improve speed, user experience, fix old links. A well-maintained site shows Google (and users) that you are active and trustworthy.

Ultimately, as long as people continue to look for answers, solutions and ideas online, SEO - in one form or another - will remain important. Maybe the tools and techniques will change, but the goal remains the same: getting information in front of those who need it. And this is a mission that is certainly not "dying".

Source: https://www.semrush.com/blog/is-seo-dead