If you’ve seen the news about Google rolling out AI Overviews in search this week, you might be wondering if SEO is dead? It’s a fair question. When you see AI answers pushed to the top of the search page, it’s easy to assume that clicks to websites are about to vanish. But before you scrap your SEO strategy or stop updating your blog, let’s take a proper look at what’s actually happening.
The short version? SEO isn’t dead. It’s shifting. And there’s still a place for useful, well-written content on your website.
AI Needs Something to Learn From
AI Overviews are powered by large language models (LLMs), like the one you’re reading this blog from. And here’s the thing: LLMs don’t invent information. They summarise content that already exists on the internet. That means if your website shares helpful, clear and relevant information, there’s still a good chance it can be picked up, either as a source for Google’s AI answers or as a destination link for people who want more detail.
So while clicks might take a bit of a dip in some areas, your website still plays a vital role in how information is found and delivered. SEO is no longer just about being number one in the rankings. It’s about being useful, trustworthy and visible in the bigger search experience.
Search Behaviour Is Changing, Not Disappearing
The way people use Google might change, but they won’t stop searching. People still have questions. They still want product recommendations, reviews, how-to guides and expert advice. The format might be different, but the intent is the same. That’s something SEO can still support.
In fact, AI summaries often pull answers from websites that clearly answer a specific question or cover a topic in depth. That’s where long-tail keywords and question-based content come in.
Focus on What People Are Actually Asking
If you’re creating content now, one of the best things you can do is get back to basics. Look at what people are actually searching for. That could be through keyword research tools like Ubersuggest, or even just the “People also ask” boxes on Google.
Once you’ve got a list of common questions, think about how you can naturally answer those on your website. It could be through blog posts, FAQs, service page sections or short explainers. You don’t need to over-optimise. Just write clearly and aim to be genuinely helpful.
Some examples:
- “How does energy procurement work for small businesses?”
- “What are the best low-cost SEO tips for new websites?”
- “How long does it take to see results from local SEO?”
These are the kinds of specific, real-world questions that still bring traffic and help position you as an expert at the same time.
If you’re not sure what your audience is searching for, or if you want to take a fresh look at how to build content around those searches, keyword research can give you a solid foundation. The Performance package I offer is built for this. It’s ideal if you want a clear picture of your current keywords, what your competitors are ranking for, and a bunch of fresh ideas on how to build out your site in a way that makes sense for your goals. It’s a good fit if you’re ready to get serious about shaping your SEO around how people are actually searching right now.
Don’t Ditch Your Website
With all the buzz around AI, it’s tempting to think your website no longer matters. But that couldn’t be further from the truth. Whether people land directly on your pages or see your brand mentioned in an AI summary, your website is still the home for your voice, your expertise and your services. It’s where trust is built.
And from a practical point of view, search engines still need content to work with. Without creators, websites and experts publishing their knowledge, AI tools have nothing to reference. That isn’t going to change any time soon.
Final Thoughts: SEO is Dead?
Yes, SEO is going through a shift. But it’s not going away. It’s just evolving into something more human. Less about chasing rankings and more about answering real questions in a clear and useful way.
If you’re creating content that people genuinely find helpful, you’re doing the right thing. Keep at it, stay flexible and don’t let the headlines throw you off track.
