Is SEO dead? That’s the big question on everyone’s mind right now, especially with Google’s new AI overviews shaking things up. Many are wondering if it’s still worth investing time and effort into SEO in 2025. I’m here to give you my honest take, backed by some data, on what’s really happening with search and SEO.
Is Blogging Still Relevant?
Let’s talk about blogging, the classic way to do SEO. Is it dead? I don’t think so, and I have proof. All these examples show people still getting traffic through blogging, whether the content is written by humans or AI. Google doesn’t really care who or what creates the content; they care if it satisfies user search intent and is high quality. Can AI write bad content? Sure, but so can humans. It’s all about the value the content provides.
Key Takeaways
- Value Over Source: Google prioritizes content that meets user needs, regardless of whether it’s human or AI-generated.
- Keyword Strategy Matters: Focus on keywords with buying intent, not just simple informational queries.
- AI Overviews Reduce Clicks: Expect a drop in direct clicks for top-of-funnel searches answered by AI.
- User Experience is Key: AI overviews and conversational search aim to provide faster answers, improving user experience.
- Content Still Fuels AI: AI models rely on existing content; creating unique, in-depth content is more important than ever.
- Diversify Content Formats: Beyond blogs, create feature pages, comparison pages, and service pages.
- Original Research is Gold: Content based on unique data and insights stands out.
The Impact of AI Overviews
We know that AI overviews are reducing clicks. A study by Adf found a 34.5% drop in clicks when an AI overview appears. But does this mean traffic is gone? Not necessarily. It depends on the search query. If you’re targeting keywords like "can dogs eat strawberries," which are very top-of-funnel, you likely wouldn’t be making much money from that traffic anyway. People searching for simple answers just want the information quickly, and AI overviews provide that.
Think about it: if you search for something simple, you want a quick answer. You don’t want to click a link, wait for a site to load, close pop-ups, scroll past ads, and then find the answer. AI overviews cut through all that. And for these kinds of basic informational queries, you probably weren’t converting visitors into customers anyway.
Conversational Search and the User Journey
Google’s AI mode allows for a more conversational search experience. You can ask follow-up questions, refining your search until you get the information you need. For example, if you’re researching heart rate during sleep, you might ask:
- What happens to your heart rate during sleep?
- How do you track your heart rate?
- Is a watch or ring the best way to track it?
- What rings are best for tracking sleep?
This conversational approach helps users move down the funnel. While AI might provide a list of recommendations, users will still do their own research, checking pricing, reading reviews, and comparing options. Just like with traditional search results, you wouldn’t necessarily buy from the first link you click.
Why Your Content Still Matters
AI models and Google’s AI overviews are essentially aggregating information from existing content. This means your content is still the foundation. If you want to show up in these AI-generated answers, you need to provide clear, valuable information on your site, in your videos, and on social media. Let Google know what your brand offers and how it solves user problems.
Even if your content doesn’t directly lead to a click from an AI overview, it’s still valuable. Consider brands like Epic Gardening. Their blog posts about gardening tips are valuable to their customers, even if they don’t directly drive traffic from search engines. You can still use this content to engage existing customers or build brand authority.
The Power of Original Research and In-Depth Content
Sites like Adf are great examples because their content is often based on original research and in-depth analysis. AI can summarize this information, but it can’t replicate the unique insights and data that come from human research. When users are genuinely interested in a topic, they’ll often want to read the full, detailed content, even if an AI has provided a summary.
This is where original research becomes a cheat code. Content that offers unique data, comparisons, and detailed analysis is highly valuable. Even if AI summarizes it, interested users will click through to the source for more comprehensive information. This often leads to more qualified traffic.
Diversifying Your Content Strategy
SEO isn’t just about blog posts. It’s about creating content that satisfies user search intent in various formats:
- Feature Pages: For software companies, these pages detail specific features and their benefits. If a user asks an AI about software that does XYZ, the AI will scan your feature pages.
- Service Pages: For local businesses, these are equivalent to feature pages, detailing the services offered.
- Product Pages: For e-commerce, detailed product pages that address pain points, materials, and usage are crucial. If a user is looking for a durable planting tub, a product page highlighting steel construction will be recommended.
- Comparison Pages: Creating pages that compare your product or service to competitors, like "Think vs. Kajabi," can capture valuable search traffic.
The Future of SEO
AI is changing how people search, but it’s not killing SEO. It’s shifting the landscape. The key is to create content that is so valuable, so unique, and so in-depth that it stands out. Focus on satisfying user intent, whether that’s through a blog post, a feature page, or a comparison guide.
Even if AI summarizes your content, it still needs to source that information from somewhere. By producing high-quality, original content, you ensure that you are the source. People who are truly interested will still seek out the original information. So, don’t stop creating content; make it better, make it more unique, and focus on providing real value. This is why I remain bullish on content marketing and SEO.