From the early days of deliberate keyword stuffing to the adoption of mobile-first indexing, search engine optimization (SEO) has evolved through algorithm updates, user behavior shifts, and changing ranking factors.
But the 2020s brought a new contender that challenged the efficiency of SEO: artificial intelligence (AI). With tools like ChatGPT and Google’s AI Overview transforming search experiences, marketers are increasingly questioning the future relevance of traditional SEO strategies.
Is SEO Really Dead?
Marketers have been ringing the death bell on SEO annually since 2001, so this phenomenon is not new. But what makes this question so persistent among digital marketing alarmists? The answer is that SEO is evolving again.
This sentiment is echoed repeatedly over the past decade, such as during Google’s Penguin update targeting suspicious backlink practices in 2012, and with the more recent implementation of AI Overviews in 2024. However, these concerns reflect the constant algorithm updates that compel providers of SEO packages in the Philippines to adapt continuously.
Google releases around 13 algorithm updates daily, including changes to its user interface and ranking systems. In addition, Google’s market cap has continued to increase in the past decade, illustrating the platform’s ongoing importance for businesses and consumers.
Image taken from Oberlo
The Disruptors: Generative AI and 2025 Search Behavior
When ChatGPT was launched in 2022, many were impressed by its ability to deliver responses that closely mimic human conversation. Initially perceived as just another chatbot, it quickly created a significant impact within the search industry—this signaled a shift in how users interact with information.
A Shifting Landscape
For many years, Google maintained near-monopoly control over online searches. However, the emergence of generative AI tools has begun challenging the tech giant’s dominance.
While AI’s current market share is relatively small compared to Google’s, even a minor shift signals a significant change in user behavior across billions of searches. This trend shows that consumers are reevaluating what they expect from online search experiences.
What’s Changed?
The impact of AI is evident in the way users look for information online. People are not just searching anymore; they want answers. Traditional search – where users click on blue links – is giving way to more direct and conversational interactions.
- Instant Gratification – Instead of wading through numerous search results, users now expect a single, concise answer that addresses their query immediately.
- Conversational Responses – Users prefer responses that reflect natural tone and dialogue.
- Curated Insights – Generative AI pulls information from verified and credible sources and adds layered insights beyond simple keyword matching.
These features have led to a 60% rise in zero-click searches, where users receive answers to their queries directly without clicking through to a website.
What Does It Mean for Google?
While AI-powered search engines like ChatGPT and Copilot are gaining traction, Google has maintained its stronghold by launching Gemini into its ecosystem—positioning itself as a competitor to new entrants.
In addition, several new features and upgrades further improved Google’s reliability in searches. Notable updates include:
- AI Overview – Google’s new feature uses generative AI to provide users with quick, concise, and summarized answers. AI Overview is located at the top of the search page alongside traditional relevant website links for those seeking more in-depth information.
- AI Mode – AI mode offers a more comprehensive AI-powered search experience by breaking complex topics into manageable subtopics.
- Featured Snippets and Knowledge Panels – These elements have evolved to display richer and more interactive content to reduce the need for additional clicks and streamline the search process.
The Current State of SEO in 2025
In 2025, SEO is no longer just about pleasing search engines; it’s about understanding how users interact with an increasingly AI-driven online environment. When developing an SEO strategy, it’s important to assess performance within more semantic and intelligent search engines to ensure visibility and user relevance.
Search is Alive and Thriving
If you are worried that search volume shrunk too low for SEO, think again. There is a significant increase in Google searches in 2024, with the new AI Overview feature making it easier for people to get answers on the platform. While high search volumes do not guarantee traffic, this trend offers businesses a valuable opportunity to optimize their content and align with how Google presents results.
Image from SparkToro
The introduction of AI overviews made it easier to get a helpful response, encouraging users to find information online. Contrary to what some believe, search volume has increased by 22% since 2024. Additionally, AI overview drove over a 10% increase in AI-type queries.
Traffic Down, Visibility Up
Many SEO strategists have noticed a significant decline in organic traffic for numerous sites. This is partly due to the rise in answer engines, featured snippets, and other SERP features, which have made the competition even more intense.
But despite this, overall website visibility has improved.
For instance, Google’s AI Overview compiles concise, credible summaries from various websites and links to the original pages. Since this feature appears at the top of the results page, it gives trustworthy and authoritative content a chance to stand out. In addition, the click-through rate for the number one organic result on Google increased slightly from 39.6% to 39.8%, while the second result also rose from 18.4% to 18.7%.
But why does it matter if traffic is still down?
While casual, low-intent traffic is down, users who click through tend to be more genuinely interested and more likely to convert. This shift reflects a focus on quality over quantity, with SEO strategies now designed to prioritize this principle.
Adapting to the New SEO Normal
Despite the rise of AI and evolving search preferences, SEO is far from dead. Almost 80% of businesses still believe that their SEO campaigns are crucial to their marketing strategy, highlighting the importance of well-structured and relevant content from which AI tools can pull information.
Image from Semrush
These SEO strategies remain useful for those planning to succeed in 2025:
- Create High-Quality Content – Develop contextually rich and informative content that can answer questions, solve problems, and engage with audiences.
- Be More Conversational – Tailor your content to sound more natural and friendly, following the context and tone of the user’s query.
- Prioritize User Experience – Optimize your website to load quickly, be fully mobile-responsive, and operate seamlessly, as AI-driven search engines increasingly favor user-first sites.
- Follow E-E-A-T – Write content based on the E-E-A-T principles to boost credibility and rank well on platforms like Google.
- Avoid AI-Generated Content – Be cautious about using AI-generated text, as search engines can detect it and may penalize your site.
- Work with Experts – Work with the best providers of SEO services in the Philippines to effectively navigate the evolving SEO landscape.
SEO Has Changed, And So Should You
A new era of SEO has ushered in, with more clarity and value for real quality content than ever before. As AI transforms search engines to reward humans first and the algorithm second, it is time that your business embraces a fresh perspective in digital marketing.
Work with our expert team at Digital Marketing Philippines (DMP) to take your SEO campaign to the next level. With over a decade of practical experience in providing omnichannel marketing services to diverse clients, we are equipped to help your business build and maintain a lasting online presence.
Contact us today to kickstart your 2025 SEO journey.
References:
https://www.semrush.com/blog/is-seo-dead
https://www.linkedin.com/pulse/seo-dead-age-ai-teqnite-uybbe
https://explodingtopics.com/blog/ai-in-seo
https://yoast.com/conversational-content
https://seranking.com/blog/ux-ui-seo
Jomer B. Gregorio is a well-rounded expert when it comes digital marketing. Jomer is also known as a semantic SEO evangelist and practitioner. Check out our Digital Marketing Services today and let us help you in achieving positive and profitable results for your business.