How is AI impacting SEO strategies in 2025?
Search Engine Optimisation (SEO) has long been the bedrock of digital visibility, but is that all about to change?
But, in a world of generative AI, ChatGPT queries, and evolving user behaviour, many marketers are asking: Is SEO still relevant?
The End of SEO or Just a New Beginning?
Every few years, someone calls time on SEO. The logic goes: Google’s evolving, user journeys are fragmented, and AI is giving direct answers without needing to click through. And yes, generative search features like Google’s SGE (Search Generative Experience) and ChatGPT-powered browsing are changing the rules.
But here’s the truth: SEO isn’t dead, it’s diversifying.
From Search Engine to Search Everywhere
People are still searching—just not always in the same place.
Today, 60% of searches still happen through traditional search engines, while 40% take place across social media platforms. Google remains the dominant player, but Instagram is now the second most-used search platform. That stat alone tells us one thing: being discoverable across a range of channels is no longer optional, it’s critical.
Marketing expert Neil Patel recently coined “Search Everywhere Optimisation” and while it may sound like buzzword bingo, the core idea is smart: businesses need to rethink SEO not as a Google-only play, but as a content visibility strategy across platforms.
Think SJO: Search Journey Optimisation
Another way to frame this shift? Search Journey Optimisation (SJO).
It’s not just about ranking at the top of a results page, it’s about guiding your ideal client through a seamless discovery-to-decision journey. That might start with a blog, continue through a social post, and end with a chatbot conversation or AI answer. The goal? Be present, be helpful, and be compelling, at every stage.
How AI is Shaping the Search Landscape
AI tools like ChatGPT, Claude, and Gemini are changing how people get answers. Instead of typing into a search bar and scrolling through results, users can now ask open-ended questions and receive neatly packaged insights.
But that doesn’t eliminate SEO—it just reframes it.
For example, AI tools still need high-quality, well-structured, authoritative content to pull from. If your content isn’t optimised and accessible, you won’t show up, AI or not. And with Google still heavily reliant on ad revenue, we’re likely to see hybrid models where organic and paid content co-exist alongside AI-generated snippets.
Why SEO Still Matters (More Than Ever)
Here’s the reality for SMEs: most AI responses don’t convert. They inform. But clicks, enquiries, and purchases still happen on websites, landing pages, and e-commerce platforms. That means your SEO strategy still matters, especially when it's focused on real value and user intent.
Strong SEO today looks like:
Clear, helpful, and original content
A multi-platform visibility strategy
Smart metadata and schema
Voice search and conversational optimisation
Fast, mobile-first experiences
Q&A Summary
How is AI impacting SEO strategies in 2025?
AI is transforming SEO strategies by changing how content is ranked, discovered, and interpreted. Search engines now use AI to understand intent, summarise answers, and prioritise high-quality, structured content, making traditional keyword stuffing far less effective.
What is AI SEO and how does it work?
AI SEO refers to the use of artificial intelligence tools to optimise content, keywords, and performance. It also includes adapting content for AI-generated search results by focusing on clarity, structure, and topical relevance.
Do I need to change my SEO strategy because of AI?
Yes. To stay competitive, you should focus on user intent, structured content (e.g. bullet points and FAQs), and helpful, trustworthy information. AI prefers content it can summarise clearly and cite confidently.
What is “Answer Engine Optimization” and why does it matter?
Answer Engine Optimization (AEO) is the practice of structuring content to be selected by AI assistants and search engines for direct answers. It increases visibility in zero-click searches and AI summaries.
Ysobelle’s Take: Build for People, Not Just for Algorithms
At Ysobelle Edwards Ltd, we believe in curiosity-fuelled, user-first marketing. That means being brave enough to adapt, humble enough to test and tweak, and smart enough to meet our audience where they are.
So, is SEO dead? Not at all. But it has evolved. Just like your business should.