AI is changing the way users find information online.

ChatGPT, AI Overviews, Perplexity, these tools don’t send traffic, they give answers. Every answer that takes a click from your site chips away at the pipeline you’ve relied on.

That loss is revenue slipping away. The tactics that worked for a decade are stalling out, fast.

So what now?

Do you hold the line on fundamentals, rework your content for AI engines, or admit that pieces of SEO are gone for good?

I asked SEO and marketing pros for their raw take. They don’t agree on everything, but their insights will force you to rethink your playbook right now.

Some swear SEO is more vital than ever. Others argue that parts of it are already dead. What’s certain is this: standing still isn’t an option.

The State of SEO: General Perspectives

The primary question asked of the SEO experts was ‘Do you believe SEO is dead?’

The consensus was: SEO isn’t dead, but it is changing, fast. Most describe it as ‘evolving’, with AI speeding up that change. The debate isn’t about whether SEO survives, but about what happens next.

Several core themes came out of the feedback:

  • SEO is still essential
  • Authority signals carry more weight than ever
  • Originality is a differentiator
  • The right metrics are the ones tied to business outcomes.

SEO continues to evolve, not end

Every answer dismissed the idea that SEO is finished. Several pointed out that while technology keeps changing, the fundamentals remain, and SEO continues to drive business results. Ben Foster (CEO, The SEO Works) noted that it still accounts for the majority of revenue compared with AI-driven channels.

“For most businesses, SEO remains the powerhouse. It drives over 50% of revenue, while LLMs currently account for less than 5%.” — Ben Foster

That perspective shows why few in the industry are panicking. Search may look different due to AI, but it still remains the foundation for how people discover brands and services. David Hunt (COO, Versys Media) put it in simpler terms, pointing out that predictions of SEO’s decline are nothing new and that what we’re really seeing is another phase of change.

Together, these views push the same point: marketers who adapt to these changes will continue to gain the most value from search.

Authority and credibility drive results

Links, mentions, and entity-level recognition are the signals search engines and AI tools use to decide what sites/pages to show.

While backlinks are still a top factor, this is more about being recognized as a trusted source across the web. Phillip Stemann (SEO Consultant) highlighted how this credibility goes beyond rankings and into how AI models decide which sources to surface.

“It’s clear that LLMs use backlinks to determine whether to trust a domain as a source or not, so that will continue to play a big part in how we do SEO in the future.” — Phillip Stemann

What Phillip points out is that the same signals that made sites credible to Google are now being used by AI models as well. David added that this makes structured data and verified expertise more important across content.

Vedran Markovic (Founder & CEO, MIAV Media) went a step further, describing the change as less about keywords and more about brand trust becoming the deciding factor.

The alignment here is clear. Visibility now depends less on volume and more on building proof of trust across multiple channels.

Originality over similarity

A common trend throughout was that although large amounts of AI content are present, originality is the one thing machines can’t replace. That makes first-hand data, unique insights, and brand-led perspectives more valuable than ever. Victor André Enselmann (Founder, Modeva) pointed out that the future of SEO depends on focusing on areas where AI cannot compete directly.

“Right now, SEOs should focus on what’s hard for AI to fake: original research, brand credibility, and real utility.” — Victor André Enselmann

David also pointed out that the rise of content similarity actually creates opportunities. When competitors churn out near-identical AI articles, content with unique value has a better chance to cut through.

These views show a clear direction: originality is the minimum bar to compete.

Business outcomes over vanity metrics

Rankings and impressions may still be tracked, but they are no longer the only metrics that define success. Instead, the consensus is that SEO must tie directly to business outcomes: sales, conversions, and long-term growth. Jason Hennessey (CEO, Hennessey Digital) pointed out that moving the focus away from rankings toward revenue contribution gave his team a clearer picture of SEO’s real business value.

“We shifted our attention from ranking positions to pipeline contribution. This change allowed us to link SEO directly to return on investment.” — Jason Hennessey

This same sentiment came through from others. David talked about tracking branded clicks and engagement-to-conversion flow, while Liam Derbyshire (CEO/Founder, Influize) pointed to conversions and engagement time as the most meaningful metrics.

The alignment is that visibility without measurable outcomes isn’t success.

Backlinks are still one of the strongest signals in SEO, and Phillip sees them becoming even more important as AI models lean on credibility. He says that links are still central because both search engines and AI systems use them to judge whether a source can be trusted.

“Backlinks are for authority, and they help LLMs understand whether you’re a trustworthy source.” — Phillip Stemann

Others believe that while links matter, authority signals are more important. Entities, reviews, and brand mentions may now carry more weight. Vedran described this as a “redistribution of trust,” pointing to citations, PR, and local partnerships as signals gaining importance.

The takeaway here is less about whether links matter and more about whether they are enough to maintain trust on their own.

AI and its impact

AI is already changing how people search and how marketers compete. The main themes lie in whether those changes are disruptive threats or opportunities for brands.

David drew a clear line between two fronts where AI is impacting SEO: search layouts and content production. He noted that Google’s AI Overviews are already stealing clicks from traditional top-10 rankings, while mass AI content has created a “mess of sameness”.

User behavior has also shifted. Philip now turns to AI for complex or exploratory queries, while still relying on Google for transactional or commercial searches. His conclusion: Google isn’t going anywhere, but AI is playing a distinct role in the search journey.

Victor saw AI’s biggest impact at the top of the funnel. Broader queries are increasingly answered by AI tools, while transactional searches still lean on traditional rankings. For him, the path forward is doubling down on unique data, brand credibility, and practical value, areas AI cannot easily replicate.

David and Victor both argued that GEO and AEO reflect real trends in how search is changing. They see these terms as a reminder that search visibility increasingly depends on whether content delivers direct, usable answers. David stressed that clarity and precision are now essential for ranking in AI-driven results.

Richie Treadway (Local SEO Specialist) took a more skeptical view. From his perspective, AI hasn’t changed the fundamentals of visibility as much as the marketing industry claims. Acronyms like GEO and AEO, he argued, are often more about hype than substance, especially in local SEO where basics like optimized service pages and reviews still drive results.

“GEO/AEO dressed up as something new… at their core they’re just SEO fundamentals wrapped in shiny new buzzwords and marketing psychology.” — Richie Treadway

Metrics that define value

There were different opinions on which metrics are most important. Jason pointed out that revenue-focused metrics, like conversions, are more reliable indicators of SEO’s impact than rankings or impressions.

Phillip mentioned that sales followed by engagement is a top signal, while David watches SERP exposure and crawl frequency.

None denied the importance of tracking metrics, but their priorities reveal a lack of consensus on whether SEO’s north star should be revenue, visibility, or engagement.

Future Predictions: Where SEO Is Headed

In the next five years, the consensus is that search won’t disappear, but it will look very different, with less reliance on traditional websites and more focus on platforms where people spend time.

One change is toward richer, more embedded experiences. David expects branded hubs like apps, profiles, and maps to become more central as visual and zero-click formats continue to rise.

At the same time, others pointed out how the content itself will need to adapt. Victor pointed to publishers doubling down on unique data and expertise, while optimization moves toward entities rather than keywords.

“In the next five years, I see three clear trends: publishers doubling down on unique data and expertise, search shifting toward entity-based results rather than keywords alone, and marketers learning how to optimize for AI-driven answers without chasing gimmicks.” — Victor André Enselmann

Phillip added another to this, predicting that search engines will feel more like conversational partners. In his view, AI agents will eventually be able to make purchases, complete tasks, and respond to complex queries far beyond today’s keyword-driven model. At the same time, backlinks and human-created content will remain the foundation of trust.

Credibility also came up repeatedly. Liam sees engagement metrics such as dwell time gaining more weight, while Vedran predicted a wider change: search moving from answer engines to verification engines. Where authority and evidence will matter more, with reviews, user-generated content, and local signals acting as ranking power.

The role of the SEO professional itself may also change. Leury Pichardo (Director of Marketing, Digital Ceuticals) described how his team moved away from repetitive checklists by building automated workflows, cutting prep time by 80% and freeing strategists to focus on growth. For him, the future SEO specialist looks less like a practitioner and more like a systems architect.

These forecasts describe a future where SEO is fragmented and refined. Fragmented because discovery will cover apps, agents, maps, and platforms beyond the traditional SERP. Refined because success will hinge on trust signals, brand presence, and the ability to build systems that scale.

What Marketers Should Be Doing Right Now

While the future of SEO sparked plenty of debate, there was more alignment on what marketers should prioritize today. The advice pointed toward credibility, adaptability, and smarter systems, not quick hacks.

David discussed that visibility now comes from being recognized across multiple touchpoints, as “Google is leaning into understanding relationships and context, not just string matching.” For him, marketers should strengthen authority signals everywhere, from technical SEO and link profiles to social presence and structured data.

Victor took a similar stance, that success comes from creating assets AI cannot replicate. That means building trust through unique research, brand-driven credibility, and content that has clear utility for users rather than chasing rankings.

Phillip pointed out that brand visibility must go beyond a company’s own site. He advised marketers to get active in online communities, earning brand mentions and backlinks that signal authority to both Google and AI systems.

“Start by getting active on Reddit and other forums to get your brand mentioned. Don’t spam your brand; just be helpful and mention it once in a while.” — Phillip Stemann

Technical health and quality remain important. Liam pointed to the importance of strong foundations like EEAT, conversions, and engagement over publishing volume for its own sake. Vedran added that algorithms increasingly reward verifiable brands backed by PR, citations, and local partnerships.

For some, the immediate priority is not just tactics but operations. Leury urged marketers to rethink how their SEO gets done, replacing manual tasks with automation so teams can focus on strategy.

“The future isn’t about being the best at keyword research… it’s about building a machine that does it for you.” — Leury Pichardo

Together, the advice suggests a clear roadmap: invest in building authority, create content that has unique value, build recognition across communities, and use AI to build systems that scale.

Marketers who act on these now will be best placed to adapt as search continues to change.

What Metrics Should Marketers Be Tracking?

If there was one consistent message on metrics, it was that rankings alone no longer define success. The agreement was that SEO impact has to be tied to outcomes that show value.

David pointed to SERP visibility, branded vs non-branded clicks, and engagement-to-conversion flow as practical signs of progress, but stressed that metrics mean little if they don’t connect back to business results.

Vedran pushed beyond rankings, focusing on retention, whether users stay after clicking, alongside entity visibility across channels and conversions per session.

Phillip mentioned that conversions matter most, but highlighted on-page engagement as an early signal that a page is valuable to users. For him, sales are the ultimate metric, but attention and interaction along the way reveal whether content is working.

Jason added that marketers should measure deeper business impact, not just top-line conversions. He highlighted lead quality and lifetime value as the strongest markers of whether SEO truly drives growth.

These perspectives suggest SEO metrics should tell the story of value created, not just positions gained.

What The Numbers Show

Beyond theories and predictions, these views were supported with hard numbers. Examples show how SEO is already changing.

Liam shared a campaign where combining human-edited AI content with a strong backlink strategy grew organic traffic by 42% in just four months. His point was clear: AI can be part of the mix, but only when tied to authority signals.

Vedran brought client-side data showing the impact of AI overviews. One Shopify store he manages saw a 27% drop in long-tail informational traffic when overviews launched in the US. But at the same time, branded local searches rose 41%.

“AI hasn’t killed organic search, but it’s rewiring how users interact with information.” — Vedran Markovic

Leury shared the operational side of evolution. By automating workflows, his team cut content preparation time by 80%. That change let senior strategists focus on growth rather than checklists. As he put it, “We’re no longer just running an SEO campaign… we’re operating an SEO engine.”

These examples suggest some changes in SEO, but ultimately, the core principles still remain the same.

Final Thoughts

The SEO is dead headline will keep appearing, but the consensus is clear: it’s not death, it’s evolution. Search has always changed, and AI is only the latest part of that cycle.

What matters now is focusing on the signals that still drive results. Across the board:

Authority is the anchor. Backlinks, mentions, and structured signals remain the trust markers Google and AI models rely on. If your brand isn’t verifiable across multiple touchpoints, you’re invisible where it matters.

Originality beats volume. The internet is flooded with sameness, much of it AI-generated. What stands out, and survives algorithm updates, is unique content, real utility, and brand-driven experiences.

Business outcomes define success. Rankings and traffic alone don’t show value. Pipelines, conversions, and engagement tied to revenue do. The future of SEO isn’t just visibility, it’s visibility that pays.

From my perspective, the biggest shift isn’t about Google or AI search, it’s about how brands approach visibility as a whole. Marketers can’t afford to think in silos. The companies that win will treat SEO as one layer in a broader omnichannel strategy, building awareness not just on search engines, but inside communities, platforms, and the spaces AI models pull from. That kind of presence makes a brand hard to ignore, no matter how search evolves.

The verdict is simple: SEO isn’t dead, but weak SEO is. Marketers who chase gimmicks or cling to outdated playbooks will fade. Those who invest in credibility, omnichannel brand building, and measurable outcomes will find SEO not only alive, but central to growth in an AI-shaped future.