Is SEO Really Dead? (Spoiler: Not Quite)
Despite what you may think or have read online, SEO is not dead, but it is absolutely changing. And yes, with AI generated summaries now appearing at the top of Google results, zero click searches are very much a thing. Your impressions might rise, but your site traffic might not.
Stop Crying Over Missed Clicks
Here is what we actually think: do not fixate on the clicks you are not getting. Instead, lean into the clicks you can win. The game is no longer just about ranking for certain keywords, it is now about getting your copy recommended by AI driven engines and generative platforms. That is where the future of discovery is headed.
Welcoming in GEO and AEO
Say hello to GEO (Generative Engine Optimisation) and AEO (Answer Engine Optimisation). These are not just buzzwords, they are the new playgrounds for high intent traffic. We are talking about people asking big, open-ended questions and AI tools crawling to find exactly the kind of thoughtful, in depth content that answers those questions.
The Numbers Don't Lie...
Let us look at the data. In June 2025, platforms like ChatGPT, Perplexity, and Gemini generated over 1.13 billion referral visits. Now that does still lag Google’s 191 billion, but it is up 357 percent from June 2024. That kind of growth is not a fluke, it's a signal, people are using AI like search engines.
Content That AI Loves
Here is another important bit: most of that AI driven traffic goes to blog posts, guides, and long form educational content. Product pages are not performing the same. According to a study by previsible.io, they capture less than one percent of AI referred traffic. Why is that? Because AI tools prioritise value, depth, and information over hard sell pages.
Rethink Your SEO Strategy
If your SEO game is still all about transactional or product focused content, you might be missing out. AI referrals favour content that provides real value - teaching, explaining, and diving deep into topics. Think guides, explainers, big questions, not just “shop now.” The smarter play is to align your content with what generative engines love to surface.
Early Adopters Always Win
Here is a truth from history: every major shift in SEO gave early adopters a huge head start. We saw that with mobile first indexing, with featured snippets, with social search. Now AI referrals are the next wave. Brands that lean in early will be the ones AI recommends and those who wait risk playing catch up.
SEO Isn't Dying, It Is Evolving
Let us be crystal clear if we weren't already, SEO is not dying, it is evolving. The basics remain the same: high quality content, valuable insights, and smart optimisation. What is shifting is how that content is found and who surfaces it for users. AI is just another part of the discovery journey now.
The Bottom Line
So, is SEO dead? Absolutely not. It is alive, kicking, and more exciting than ever for marketers who are ready to adapt.
If you are still sitting on a static website or not regularly creating blog content, now is the time to act. By adding a blog or regularly updating your website, you are not just keeping up with trends, you are positioning your brand to be recommended by AI platforms, capture high intent traffic, and stay ahead of competitors.
Do not wait for the next shift to leave you behind. Start creating, start publishing, and make your website work as hard as you do - that’s where we come in.
About the Author of this blog:
Adam McGhee
Adam is a detail oriented creative fresh from the UK. With almost 5 years' experience working within fashion & retail marketing over in London, Adam has previously collaborated with some of the biggest brands in Europe working on all things copywriting, campaign execution, organic social management, paid advertising, global launch activations, email flows, affiliate marketing, e-commerce merchandising & more.
