With Google’s AI Overviews and AI-powered search experiences changing how people find information online, many businesses are questioning whether SEO still works. The reality is that SEO isn’t disappearing; it’s evolving. In this article, we explore how AI is changing search behaviour, why visibility matters more than rankings alone, and what businesses should focus on to stay discoverable online.
How AI Search Is Changing SEO and Online Visibility
Over the past year, there’s been no shortage of headlines claiming that SEO is dead. With Google’s AI Overviews now replacing the kind of search results we have been familiar with for many years, and AI tools such as ChatGPT, Gemini and Perplexity becoming increasingly popular ways to find information, some commentators are predicting the end of traditional search engine optimisation.
As is often the case in marketing, the reality is less dramatic. SEO isn’t disappearing. What is changing is how people discover businesses online and what businesses need to do to earn visibility.
What’s Actually Changing?
Google’s goal has always been to provide users with the fastest and most relevant answer to their question. Historically, that meant presenting a list of websites and allowing users to choose which one to visit. Today, AI allows Google to answer many questions directly within the search results.
This is already reducing traffic to some types of content, particularly:
- Generic blog posts and basic informational content
- Definitions and glossary pages
- Simple “what is” articles
- Content created primarily to target keywords
From SEO to Search Visibility
For years, SEO was largely focused on generating website traffic. The formula looked something like this: SEO → Traffic → Leads. Increasingly, the journey looks more like: Visibility → Trust → Enquiries.
A potential customer might encounter your business through Google search, Google AI Overviews, ChatGPT or Perplexity, LinkedIn, YouTube, industry websites, online reviews, or recommendations — long before they visit your website.
The challenge for businesses is no longer just ranking highly in search results. It’s ensuring they can be found wherever customers are researching solutions.
Why Commercial Searches Still Matter
One of the biggest misconceptions surrounding AI search is that websites are becoming irrelevant. They’re not. If someone is searching for a commercial insurance broker, a building contractor, or a marketing agency, they’re not simply looking for information. They’re evaluating potential suppliers.
Potential customers still need to compare businesses, review credentials, explore case studies and build confidence before making a purchasing decision. An AI-generated summary might help someone understand a topic, but it won’t replace the trust-building process that happens through your website, your content and your reputation.
Expertise Is Becoming More Valuable
One of the most significant changes AI is bringing to digital marketing is the growing importance of genuine expertise. For many years, SEO encouraged businesses to produce content at scale. The challenge is that AI can now generate average, generic content almost instantly.
Businesses that share project insights, customer success stories, first-hand experience, industry expertise, original research, and practical lessons learned will continue to stand out. The businesses that create content showcasing their unique experience and industry expertise are increasingly becoming the sources that search engines and AI tools rely upon.
The Future Is Search Everywhere
When people talk about SEO, they often mean Google. Now, buyers are researching across multiple platforms. Depending on the audience, that may include Google, LinkedIn, YouTube, Reddit, ChatGPT, industry forums, and review platforms.
The future of your business’ digital visibility is no longer about simply ranking in search engine results. It’s about being visible wherever your audience is looking for answers.
The Bottom Line
SEO still matters. What matters less is chasing rankings for every keyword and producing large volumes of generic content. The businesses that will succeed are those that focus on building authority, sharing expertise and becoming visible across multiple channels.
The goal isn’t simply to rank. It’s to be found, trusted and chosen. And that remains just as important today as it has ever been.
Find out how Footprint Group can help you grow resilient digital visibility →