Sam Makwana.
AI is fast disrupting search. But that doesn’t mean SEO is dead. Sam Makwana outlines how to navigate the road ahead.
It’s impossible to ignore the impact AI is having on search.
There are two factors at play: the increase in the use of ChatGPT in the place of search engines – 20 per cent of Australians are now reportedly using ChatGPT – and Google’s adoption of AI Overviews.
This is what’s behind Forrester’s prediction for a future dominated by “zero-click” search, where people get information without clicking through to a website.
But because Large Language Models (LLMs) and AI technology are so new, we don’t yet know what the long-term effects will be on search.
As it stands, the SEO community is divided. There are people who say AI-driven SEO is the next best thing – tear down your traditional SEO models. But then there are the traditionalists who point out that ChatGPT is currently contributing just 1% to 5% of traffic for most businesses.
If you’re running an online product-based business, you can take comfort in the fact that, according to Semrush, 88 per cent of Google AI Overviews lead to top-of-the-funnel or informational content. Meanwhile, when you search for a specific product, you’re much more likely to be served product listings. Google recognises the intent to purchase, which you have likely observed in your own search behaviour.
So, how can you navigate this new world when even the experts are still coming to terms with it?
Firstly, SEO isn’t dead
In more than a decade working in SEO, there has always been some sort of Armageddon happening. During my career, SEO has been “dead” maybe 100 times.
As a WWE watcher, I’m a big fan of The Undertaker. Just like SEO, he always rises from the dead.
That said, AI has put a rocket under SEO, and now it’s changing much more rapidly. But with this change comes opportunity.
There’s no denying that the next age of search is AI. To be ready for that, you need to prepare strategies for brand visibility.
So, how can you prepare?
Start with an LLM optimisation audit to identify where the opportunities lie to improve brand positioning on platforms like ChatGPT. Where does your brand show up online, and what could you do to ensure it appears ahead of your competition?
Rethink measurement. Traffic shouldn’t be the core metric you track for SEO or organic search. Focus instead on commercial traffic. If you've got a large site with a lot of blogs or articles, that is top-of-the-funnel content. But commercial traffic is much more likely to hit your product landing pages, where buyer intent is stronger.
What that tells us is that you should be careful where you put your content resources. Don't create content that ChatGPT or AI Overviews can answer in five seconds. There is still value in creating informational content, but there are two main criteria. One is that the quality of the content has to be superior, and secondly, it needs to focus on the unique selling proposition of your product.
Prioritise your brand
Brand building is becoming more important than ever in the age of AI and LLMs. You want to broadcast your brand and be out there on third-party, reputable sites as much as possible. The more you broadcast your product or your services, the more accessible it will be for LLMs to pick up. Then they're going to cite you as a trusted source.
Optimising your content and website for LLMs won’t always result in a direct click. It might just result in a brand mention or brand recognition. But that will be imprinted on a consumer’s mind. Think of it like a banner ad. Your customer might not transact with it right away, but it will put your brand in their subconscious.
Yes, SEO is shifting. There’s no point hiding from that.
But we need to face this new challenge head-on. Every technological shift brings with it a wave of new opportunities. That means staying curious, leaning in, and being ready to upskill and reskill as the landscape evolves. We might not have all the answers yet, but if you’re willing to experiment, adapt and learn, you will be best placed to ride whatever wave comes next.
Sam Makwana is the head of SEO at integrated marketing agency Impressive.