Has AI killed the SEO star?
For more than two decades, SEO has been the backbone of digital marketing. Ranking on Google meant traffic, and traffic meant leads. But the ground is shifting fast.
With Google reporting a record 5 trillion searches in 2024, why are so many brands experiencing an enormous drop off in SEO traffic in 2025? Because, according to Datos, around 60% of searches were ‘zero click’.
What happened? AI happened.
Embracing audience behaviour
One of the most exciting parts of my job is understanding audience behaviours. I love audiences. They’re challenging, complex and keep life interesting.
It’s no secret that audience attention spans have been waning for quite some time. AI is built for that. With Google’s AI Overviews, Chat-GPT style assistants and other zero-click features, people are getting answers without even visiting a website.
SEO isn’t dead, it’s being redefined. As AI takes centre stage, we’re moving from Search Engine Optimisation to Answer Engine Optimisation, where the goal is less about ranking for clicks and more about being recognised as a credible, authoritative source in aggregated AI results.
The three big questions I’m hearing from marketers right now, are:
- Where do my new customers find me?
- What is the point of a website in the zero-click world?
- How do I make my brand stand out?
We haven’t seen this kind of audience shift since the noughties and the rise of social media. It’s a period of discovery, through any change there will be lessons to learn over time. Here are some quick wins, for now.
1. Fish where the fish are
AI is the new content aggregator, pulling from multiple sources and, according to the Pew Research Center, the most common sources are Wikipedia, Reddit and Youtube. But only 1% of users click through to a website following an answer. It’s time to look off-page to boost your AI credibility and double-down on meeting your customers.
Third-party sites
Authority is increasingly judged by where you’re cited. Getting mentioned on trusted platforms not only boosts your brand visibility but also increases the likelihood that your insights are surfaced in aggregated AI answers.
Paid media
As organic click-throughs shrink, paid activity fills the gap and ensures your message is seen by the right people. Paid search and social media don't just guarantee reach, they amplify the very signals (engagement, brand mentions, visibility) that AI systems use to decide which answers to surface.
Events
Even in an AI world, face-to-face still matters. Speaking, sponsoring, or hosting events creates direct connections and reinforces your brand as a credible voice in the market, something algorithms can’t replace.
2. Why your website matters more than ever
It’s easy to assume that in a world of zero-click search the website is dead. But in reality, the opposite is true.
When audiences have questions, they ask AI. When they want to buy something, they ask Google. But it’s time to change the emphasis of where content sits in the journey, featured on your site.
Refresh, repurpose, retire
Forget the top-of-funnel content that was created in the past to feature in SERPs, purely for clicks. If you have invested in hundreds, thousands or even tens of thousands of blog posts or articles, I appreciate that it is easier than it sounds. Definitely don’t ditch the work, but it’s time to audit.
- Think context Keep in mind Google’s algorithm updates in 2023, penalising generic content lacking ‘E-E-A-T’ (Experience, Expertise, Authority, Trust). Focus less on keywords, the content that has ranked highly in the past, and focus more on answering intent and the usefulness of content in the context of your products and services - exactly what algorithms are rewarding right now.
- Think dates A quick win for retiring is looking at if the content is date specific. Is it still relevant? Can it be refreshed or repurposed? Because if it’s old it’s not getting in. I’m a big fan of health and finance companies that publish a refresh date, in line with legislative changes, so audiences know exactly where they are and how up-to-date the content they are consuming is.
- Think data Proprietary research has always performed well. Customers love to understand their place in the world, against their peers, and learn new benchmarks to perform against. Research from five years ago is not relevant, but you can spice it up by running comparable audience surveys and comparing shifts in behaviours for now. Salesforce has nailed this approach with its annual State of Marketing report, which has become a go-to benchmark across the industry and a prime example of how fresh, proprietary data can cement authority.
Revenue can increase from your content even if SEO traffic decreases. Think of your website as a conversion machine with intelligently linked content.
The messy mid-funnel
Customers will now come to you by word of mouth, third party sites and events or, if you’ve cracked it, the 1% of click throughs in AI overviews.
Our mindsets must shift from ‘Here Comes Everybody’, Clay Shirky’s seminal work on the rise of the internet and social media in 2008, to - here come more qualified leads, how do we convert them in 2025?
AI may reduce top-of-funnel traffic, but those who arrive are better qualified. Mid-funnel has never been an A to B no brainer. But now, more than ever, plan for this stage to be a pinball machine of inter-connected content. Create content journeys, drive the consumer down a rabbit hole of brand experience to reassure them, so you rise to the top of their shortlist. HubSpot does this brilliantly with its library of customer success stories, turning product features into proven outcomes that build trust and shorten the path to conversion.
Protecting your brand
In the age of AI, your reputation and revenue are only as strong as the foundation you control. Your website is now the single most important source of truth that AI engines build from and, if you don’t own that foundation, you risk being misrepresented or ignored. More than just a digital shop window, it acts as a source of truth for AI systems by providing machine-readable content, and it safeguards your brand by protecting your reputation in a world where AI can easily hallucinate.
3. Amplify your voice by showcasing your expertise
Thought leadership is becoming a cornerstone of brand strength in the age of AI. As answer engines prioritise authority, credibility is as important as relevance. 
Research from Edelman and LinkedIn shows that 65% of decision-makers say thought leadership significantly shapes their perception of a company, and 61% are more willing to pay a premium to work with organisations that demonstrate strong expertise.
Consider Adobe, whose subject matter experts regularly publish insights on design, creativity, and the future of work. These perspectives not only build trust with audiences but also strengthen Adobe’s brand as an innovator, authority signals that both AI engines and human buyers reward.
By showcasing your subject matter experts, through authored articles, interviews, research, or event appearances, you create authority signals that AI systems and human buyers alike recognise as trustworthy. Crucially, every expert voice reinforces your brand voice, ensuring your organisation is seen not just as visible, but as a reliable and influential leader in its space.
The New Rules of Visibility
SEO as we knew it may be over, but visibility has never been more valuable. In an AI-first world, your brand is judged by the authority of your people, the quality of your content, and the strength of your presence across platforms. Traffic numbers may fall, but relevance, credibility, and conversion potential can rise if you adapt.
The playbook is clear: treat your website as the foundation, your experts as the amplifiers, and your off-page activity as the credibility engine. The marketers who embrace this shift won’t just survive the end of SEO, they’ll lead in the era of AEO.
