Is SEO dead? How to optimise for AI search | Varn

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23 January 2025

Is SEO dead?

It’s a question I’ve been asked more than once this month.

The short answer is no, but it’s not as simple as “keep calm and carry on” either. SEO is evolving rapidly, and businesses need to adapt to stay ahead. In this blog, I’ll share what’s happening in the world of SEO and search marketing and outline five key actions you should take now to future-proof your strategy.

The evolution of SEO

If your SEO approach still revolves around securing the ‘top spots’ in Google and the search engines, using off-the-shelf strategies, churning out content, or focusing heavily on link-building, you’re already behind.

Search marketing today feels a lot like it did back in the late 1990s when everything was in flux. While this means there are challenges, it also presents exciting opportunities for those ready to adapt. The industry isn’t dying; it’s transforming.

Search marketing is no longer just about search engines. For example, Google’s market share recently dropped below 90% for the first time since 2015. This shift highlights the rise of alternative indexing platforms like YouTube, SearchGPT, Perplexity and AI-driven tools such as Google Gemini. These platforms are becoming critical for how audiences find and engage with brands.

While AI technologies are still fallible, they are improving rapidly, and their impact on search behaviour is undeniable. The focus for businesses now must shift from simply “ranking” to “being visible” across multiple platforms and tools.

The changing role of SEO

Effective search marketing has always been about understanding your audience, anticipating their needs and positioning your business strategically against competitors. Smart brands are now optimising their marketing, websites and content to ensure they are not just ranking but also cited and featured in AI-generated search results.

Take a simple search query like “best team-building events for 20 people.” Traditional organic results are increasingly buried under AI-generated summaries and ads. If you’re not adapting to this new reality, your competitors will, and they’ll capture the leads instead.

Five key actions to get ready for AI-powered search

Here are five critical steps you need to take right now to stay ahead:

  1. Implement Cross-Platform ROI Tracking
    Set up robust tracking systems, including GA4 integration and custom dashboards, to monitor performance across all platforms. Track engagement, conversions, and ROI—not just traffic. Data-driven insights will enable smarter decisions and help you identify gaps in your strategy.
  2. Utilise Schema Markup and Structured Data
    Schema markup helps AI better understand your content, dramatically increasing its chances of being cited in search results and summaries.
  3. Understand Indexing Platforms
    Identify which platforms are indexing your content and how they interpret it. This might involve analysing server log files to gain deeper insights. Ensuring that your content is correctly indexed is a foundational step.
  4. Optimise for AI Search
    Focus on creating precise, authoritative content that adheres to EEAT (Experience, Expertise, Authority, and Trustworthiness) principles. Don’t limit yourself to text; optimise images and videos too. With Vision AI gaining prominence, visual content will play a crucial role in search visibility.
  5. Expand Beyond Google
    Determine where your potential clients are searching and optimise for those platforms. This might mean creating content specifically for indexing on platforms like YouTube or SearchGPT.

So, is SEO dead?

Not at all. SEO is evolving faster than ever, and those who adapt can turn these changes into opportunities. The key is to be intentional, data-driven, and proactive. Embrace the transformation, and you’ll find that the world of search marketing remains as exciting and rewarding as ever.

As I’ve said before, it’s going to be fun!

If need some help with any of these insights we can support you in optimising new search platforms like SearchGPT. Get in touch with our expert team here.

You can watch Tom Vaughton discuss ‘Is SEO dead?’ in a short video here.

Article by: Tom, CEO of Varn More articles by Tom

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