Is SEO dead in 2025?

Short answer: the reports of the death of SEO are greatly exaggerated. But it is changing a lot, and fast.

We’ve all witnessed the evolution in real time. Over the last few years the Google search engine results page (SERP) has changed dramatically, most notably through AI overviews that give users the answers they’re looking for without having to click any links.

Sometimes those answers are “yes, definitely eat rocks“, but I digress.

Many people aren’t even using Google any more – they’re directing their queries to AI tools like ChatGPT instead.

This presents a pickle for those looking to attract eyes online. Is SEO still worth it? Or is it becoming pointless to attempt to win business via Google’s search results?

Here’s all you need to know about the current state of SEO, and how you can continue to put your brand up in lights online.

That said, artificial intelligence, more specifically large language models (LLMs), are beginning to steal some of Google’s lunch – although not as much as you might think, at least for now.

In late 2024, Google’s market share of search was 83.54%. If we treat every ChatGPT query as a search, that tool’s market share sat at a relatively modest 4.33%.

In sum: Google isn’t going anywhere, and will remain one of your primary digital marketing considerations for some time yet.

But then we come to the changing user experience on Google. The influence of ChatGPT can be seen in the AI overviews now commonly found at the top of the Google SERP: information synthesised from a number of sources to deliver a concise answer to any given user query.

AI overviews are built to create a zero-click experience – i.e. one that keeps users within the Google walled garden, rather than sending them off to your site. So SEO is dead, and AI overviews killed it, right?

We don’t think so.

A fundamental truth about AI tools is that they need to train on quality, human-created content. If they ingest their own outputs, the models begin to collapse. AI search engines also still rely on Google and other algorithm-driven engines to find this relevant, high quality information.

SEO is not dead because Google needs you as much as you need Google.

A recent Semrush survey revealed that the mood on the ground is very different to the doomsaying on the digital marketing grapevine. 78% of respondents still considered SEO very or extremely valuable for their company, while 63% saw moderate or significant SEO improvements in the past six months – a time when AI overviews were only becoming more prevalent.

But such success should not be expected, because SEO is changing.

The technical optimisation of content is no longer enough. The focus needs to be on creating high-quality, authentic, original content, built around a deeper understanding of search behaviours, user intent and the way your content will be delivered to your audience.

Google is becoming more nuanced in how it ranks search results. Technical elements like keywords and backlinks, while still critical, are becoming less so over time. Google’s focus is instead on the experience it offers its users, and how quality content can enhance it.

The most successful digital marketers aren’t simply feeding prompts into ChatGPT and publishing the blocks of text that it spits out. This is the very content that Google is incentivised to avoid, as it has the potential to poison the well for AI overviews.

Instead, forward-thinking marketers are creating entirely unique content that delivers a level of value that regurgitated AI content simply cannot. They are:

• Commissioning original research
• Leaning into their areas of expertise
• Interviewing subject matter experts
• Developing real-world case studies

AI can be used to generate content. It just can’t be used exclusively. You can use AI for content ideation, structure and optimisation, but a flesh and blood editor should always humanise and personalise the content, injecting expertise and a bit of personality into every blog and web page.

You should view AI as an upgraded version of spellcheck: a tool in your toolkit that helps you to create content, rather than a tool that creates content for you.

Content must be created strategically. It must be carefully planned and developed based on an understanding of your business strategy, the needs of your audience, and how each piece will deliver unique value that doesn’t yet exist on the internet.

You can increase your likelihood of being listed as a source by: 

• Answering the main question straight away: See the first sentence of this article.
• Making the article easily scannable and digestible: Make use of lists and tables, write in short, reader-friendly sentences, and limit paragraphs to 2-3 sentences. 
• Using H1-H4+ tags: Give your content structure and create a logical flow, to help Google and AI systems to better understand the content. Internal linking offers added context too.
• Including media: Relevant images, videos and infographics add context to the text.
• Adding a tag: Highlight any mic drop moments within the text that you’d be keen for AI to quote you on.
• Emitting high-authority signals: Include quality backlinks and citations, and list author bios, including relevant credentials.
• Covering topics deeply: Explain topics comprehensively, creating a network of pillar pages and subpages to cover ideas broadly and deeply.
• Earning citations on high-authority sites: Ensure your brand/content is mentioned on sites like Wikipedia, Reddit, Medium and Forbes that are favoured by AI crawlers.
• Updating content regularly: Keep content fresh by regularly updating it, correcting mistakes and sharing any new insights on the topic.

With AI models evolving so quickly, you need to stay informed on the latest GEO/AIO developments to ensure you continue to maximise and optimise your presence within the generated answers. Success on Google is becoming less about ranking high on the SERP, and more about earning credit as a source at the top of the page.

Local SEO encompasses Google searches that are specific to a geographic area, such as when you type in “Electrician in Christchurch” or “Hostel Sydney”.

This type of search is less vulnerable to encroachment from AI, as the user is generally searching for an in-person experience with a product or service. Rather than getting their answer from an AI overview, they’re more likely to head to Google Maps or a company’s site.

Local SEO is particularly valuable to brick and mortar businesses who service a specific area and rely on foot traffic: think retailers, restaurants, gyms and hotels. There are a number of strategies that can enhance your local SEO, including:

• Setting up and optimising your Google Business Profile.
• Using local keywords – e.g. your city or region – in content.
• Earning backlinks from local directories, blogs, news sites or authorities.
• Creating location-specific web pages.
• Soliciting and managing reviews across Google, Facebook and other review aggregators.
• Engaging with local customers, businesses and events on social media.
• Optimising your online presence for mobile (most local searches occur on phones).

Google’s AI overviews and AI-focused algorithm updates mean that traditional SEO and content strategies face diminishing returns.

But, while search volumes and click through rates may not be as high as they’ve been in the past, SEO remains a powerful weapon in your digital marketing arsenal. And if you invest in adapting your SEO efforts now, you can expect that to continue in 2025 and beyond.

At Traction we can help you do exactly that. Get in touch with our friendly, expert team today to find out how you can win in the age of AI.