Will AI Replace SEO?

This morning I saw LinkedIn posts talking about the new update of Google Analytics 4, detailing how AI Assistants are now a default channel grouping in traffic acquisition reports. These past two years have drastically changed how people search to the point that major platforms are changing their measurements to adapt. It still begs to ask – will AI replace SEO?

That’s not to say that SEO is done for, in fact, quite the contrary. AI Assistants becoming part of web marketing analytics now (but for a lot of us we’ve been monitoring performance on AI citations since a while ago) for the greater majority and the tools that they use. Will AI replace SEO? No, in fact, SEO has become more important, more than ever, for brands and their websites.

SEO, when applied well, and we’re even talking about the more technical implementations like schema markups, should work to establish your website as an authority that LLMs will most likely cite for your credibility in the field. SEO’s fundamentals still adhere to the E-E-A-T principles of building credibility and authority online, and is still a reliable way to create an online presence that LLMs will most likely cite as a resource.

• E – Experience: Does the content point to you having first-hand, real-world experience with the topic?
• E – Expertise: Do you talk about the topic in a way that the necessary knowledge in the field is expressed correctly, masterfully, and delivered like an expert?
• A – Authoritativeness: Is your website and your organization recognized as a go-to source in your industry? and
• T – Trustworthiness: Are you and your organization trustworthy, which means that you have not been alleged with untrustworthy behavior and that you have social clout everywhere else? Also, does your website have the necessary trust signals like badges, testimonials and safety marks?

This alone is a reminder that the fundamental principles of SEO continue to be practiced to build credibility in a much larger, more competitive space that is generative AI. So, will AI replace SEO? No, and while you should adapt to the newer techniques of ranking for LLMs, the fundamentals of SEO will definitely complement how people now search online through AI.