SEO Is Dying Because of AI. So What Now?

The search game has changed. Here’s what anyone with a site needs to know to stay visible.

Author

Shira Lazar
June 29, 2025

Hey Alpha Fam,

As the founder What’s Trending, I’ve spent the last decade-plus tracking how content surfaces, spreads, and sticks. And right now, the way people find and consume information is changing faster than it has in years.

We’re officially entering the AI-first discovery era. Tools like ChatGPT, Google’s SGE, Perplexity, and Gemini aren’t just helping people find links anymore—they’re summarizing the internet before anyone even clicks.

If your content isn’t showing up in those AI-generated answers, you’re not just ranking lower.

You might be invisible.

SEO Alone Isn’t Enough Anymore

Enter: Answer Engine Optimization (AEO).
If SEO helped you rank on Google, AEO helps you get quoted by AI.

Because increasingly, users aren’t scrolling through blue links—they’re stopping at the AI answer.

Some quick context:

  • A YouGov study found that 59% of Gen Z and 56% of Millennials now use AI tools like ChatGPT and Perplexity for at least half of their searches.

  • Google’s own AI Overviews have led to a 34.5% drop in click-through rates in some verticals, because users are getting answers before they even see the traditional blue links.

  • Platforms like TikTok are even taking over search functions—74% of Gen Z now use it as a search engine, and 51% prefer it over Google, according to HerCampus x Emarketer.

So if we want to stay visible, we have to optimize for how AI reads, interprets, and distributes our content.

@thewizardmarketing

Google's AI mode is changing the way we do SEO. With their latest announcements, we need to start rethinking how we target our content awa... See more

“We’re entering this inflection point where humans no longer need to visit websites on the internet… These systems are hijacking that relationship with the end user entirely.” - James Cadwallader, CEO of Profound

@brandnat

1 Tip AI SEO for business (Generative Engine Optimisation - GEO) #chatgpt #openai #seo #aiseo #geo #brandnat #nataliechoprasert #futureail... See more

What That Looks Like in Practice

Here’s how I’m thinking about this shift and what I’m starting to apply in my own publishing workflows:

1. Structure Content for Machines and People
 AI loves clean structure. So do readers. Use:

  • Clear H2s and H3s (headlines, and subject headlines) that ask direct questions

  • Short answers, bullet points, bolded takeaways

  • Summaries at the top and bottom of articles. You can see that Business Insider and CNBC have already been implementing this strategy on their sites. 

Basically: if it’s skimmable, it’s also parsable.

New tool alert: Adobe’s new LLM Optimizer is a tool designed to help marketers improve how their content shows up in AI-generated search results. It combines automation with human oversight, making it a useful option for anyone looking to better align their content with platforms like Google SGE and stay visible in the evolving search landscape.

@heytonyagency

Can I get early access @Adobe ?!

2. Build Topical Authority
AI prefers consistent, expert sources. That means:

  • Covering a niche regularly

  • Interlinking related content

  • Adding original insights + expert bylines

Google’s E-E-A-T guidelines (Experience, Expertise, Authority, Trust) still apply—maybe even more now.

3. Use Schema Markup
 Structured data helps AI understand what your content is about.
Use things like:

  • FAQPage, Article, HowTo, Person, and Organization schema

  • Metadata like author, publish date, and article category.

You can test your structured data via Google’s Rich Results Test.

4. Add First-Party Data and Unique Takes
Generic content doesn’t get quoted. AI answer engines prioritize original material.

Try including:

  • Unique stats or surveys

  • Direct quotes from interviews or reporting

  • Clear takeaways that can be lifted and cited

5. Monitor AI Visibility
It’s not just about backlinks anymore—it’s about citations inside AI answers.

  • Search for your domain in Perplexity

  • Ask ChatGPT how it references your brand or articles

  • Tools like TopicPulse help track your performance in social, search, and now AI

TL;DR: The Model Has Changed

The shift we’re seeing is about how audiences interact with information, and how we adapt the editorial process to meet them where they are.

Old model:
Write → Publish → Wait for clicks

New model:
Structure → Summarize → Monitor → Repeat

And just to be clear: none of this replaces great storytelling.
But how our stories travel—and get surfaced by machines—does need a new playbook.

So whether you’re running a newsroom, writing a newsletter, or publishing a blog...

Visibility now starts before the click.

My hot take🔥: This shift is exactly why building community is more important than ever—especially one you own. Platforms like Substack, Beehiiv, and even private virtual or IRL communities cut through the noise by offering something AI can’t: curation, connection, and access.

Shira Lazar

In a world of auto-summarized content, your voice + your community = your edge and influence. 

Other headlines to check out:

AI

Creator Economy

Web3 

 🎧 New Episode of The AI Download: No Gatekeepers: King Willonius on AI, BBL Drizzy & the Future of Creativity

This week on The AI Download, I went live from C2 Montreal with King Willonius—comedian, creator, and the mind behind the viral AI hit BBL Drizzy. 

We explored how AI is blowing the doors open for creators everywhere—no gatekeepers, just tools like ChatGPT, Udio, Runway, and ElevenLabs putting the power directly in our hands. Whether you’re an artist, marketer, or just curious about what’s next, this one’s for you.

🎙️ Listen now to get caught up on the AI headlines you need to know plus insights on future of life, creativity and culture.

“You don’t have to earn sleep. Take the rest you need—your future self (and everyone around you) will thank you.”

Remember, I'm Bullish on you!

With gratitude,