The Short Answer is no. AI will not replace SEO; rather, it will evolve SEO into a more holistic, strategic approach known as Digital Performance.
The emergence of generative AI technologies like ChatGPT, Google Gemini, and Bing Chat is revolutionising how users interact with search engines. This evolution prompts a critical question among business leaders, marketing managers, and digital professionals: how exactly will AI reshape SEO’s future, and what does it mean for your business?
How AI is Changing Search Behaviour
AI-driven conversational search tools fundamentally alter the landscape, particularly for informational searches. Users increasingly bypass traditional search engines, preferring direct, conversational interactions provided by AI chatbots. For instance, instead of searching Google for “How to improve my website speed?” users might directly engage with ChatGPT for immediate, actionable insights.
Yet, despite this trend, research from SparkToro shows Google continues to dominate search activity, with approximately 373 times more searches than ChatGPT as of 2024. Google’s search volume grew by over 20% last year alone, underscoring its persistent strength and the necessity of maintaining robust SEO practices.
Recent Similarweb data highlights chatbot traffic to major websites like eBay Australia, with ChatGPT accounting for approximately 80% of chatbot-driven referrals. This data reveals that AI chatbots are becoming a significant referral source, emphasising the growing need to optimise websites for traditional SEO and discoverability via conversational AI, also known as “Ask Engine Optimisation.”
Google’s Strategic Response and the Impact on SEO
Reacting to AI’s rising popularity, Google has incorporated AI extensively within its own search experience through initiatives like Google’s Search Generative Experience (SGE), Bard, and Gemini. This strategic pivot prioritises high-quality, authoritative, structured content more than ever.
Google also amplifies its focus on transactional and commercial queries, significantly enhancing features such as Google Business Profiles and Google Shopping. This strategic emphasis ensures SEO remains essential, especially for businesses seeking high visibility in competitive commercial search environments.
SEO and AI: A Partnership, Not a Rivalry
Contrary to fears, AI isn’t positioned as a competitor to SEO but as a powerful ally. AI-driven tools rely heavily on content accuracy, topical authority, and structured data—core elements of modern SEO. Indeed, SEO practices now must evolve to accommodate AI’s requirements, placing greater emphasis on detailed, expert-level, authoritative content that AI tools prefer when generating user responses.
As highlighted in Bring.au’s recent B&T article, SEO has transcended traditional boundaries, evolving into “Digital Performance,” a comprehensive, integrated digital strategy essential for thriving in today’s market.
Strategies to Future-Proof Your SEO in the Age of AI
To keep your SEO strategy effective and future-ready, consider implementing the following:
- Build Topical Authority: Consistently produce high-quality, comprehensive content showcasing industry expertise, enhancing trust, and improving rankings.
- Optimise Structured Data: Use advanced schema markup to ensure AI tools and search engines understand your content, improving visibility and relevance.
- Prioritise Google’s E-E-A-T Guidelines: Focus on content that exemplifies Experience, Expertise, Authoritativeness, and Trustworthiness to align with Google’s evolving ranking criteria.
AI’s Opportunities for Forward-Thinking Businesses
Rather than being a threat, AI-driven search presents substantial opportunities:
- Increased Online Visibility: Optimising for rich snippets and structured content will significantly boost your brand’s visibility.
- Advanced Consumer Insights: AI analytics tools offer deeper insights into consumer behaviours, allowing more targeted and effective content strategies.
- Enhanced Customer Experiences: Leveraging AI-driven tools enables highly personalised, engaging interactions, significantly improving customer satisfaction.
The Bright Future of SEO in Partnership with AI
Businesses should embrace AI as an integral part of their SEO strategy, recognising its capacity to elevate digital visibility, enhance brand authority, and improve online performance. Rather than replacing SEO, AI will amplify its effectiveness, reinforcing the critical importance of a strategic Digital Performance approach.
