No, SEO isn't Dead.

TL;DR

SEO isn't dead, but it's evolving. Traditional search still matters, but AI-powered answers are eating into search traffic. Smart brands are doing both: optimizing for Google's algorithms while also optimizing for AI citations. You need GEO and SEO working together.

Every time a new platform emerges, someone declares SEO dead. It wasn't true for social media, it wasn't true for mobile, and it's not entirely true for AI search either.

But things are definitely changing.

What's Actually Happening

Search behavior is shifting. More people are asking ChatGPT, Perplexity, and Claude questions they used to Google. Especially for complex queries where they want a synthesized answer, not a list of links.

Google is adapting. AI Overviews now appear for many searches, giving users answers at the top of the page. If the answer is good enough, they never click through.

Traffic is fragmenting. Brands that relied entirely on Google organic traffic are seeing declines. Not collapse, but steady erosion as users get answers elsewhere.

So Is SEO Dead?

No. Here's why:

Transactional searches still work. If someone searches "buy running shoes" they want links to stores, not an AI essay about shoes.

Google still dominates. Billions of searches daily. AI search is growing but hasn't replaced traditional search.

SEO and GEO overlap. Good SEO practices—clear structure, quality content, authoritative sources—also help with GEO.

Not everyone uses AI search yet. Your audience might still be Google-first. Know your users.

The Real Answer: You Need Both

SEO handles traditional search visibility. Ranking on Google for valuable keywords still drives traffic and revenue.

GEO handles AI search visibility. Getting cited by ChatGPT and Perplexity captures the growing audience using AI tools.

Think of them as complementary, not competing strategies.

How They Work Together

The best content strategy optimizes for both:

• Structure and clarity

  (helps both SEO and GEO)

• Authoritative sources

  (Google and AI both value this)

• Quotable insights

  (helps GEO, doesn't hurt SEO)

• Strong headlines

  (work for both search and citations)

If you're only doing SEO, you're missing the AI-native audience. If you're only doing GEO, you're ignoring billions of Google searches.

The Play for Brands

Don't abandon SEO. Keep optimizing for Google until the data tells you it's not worth it anymore.

Add GEO to your strategy now. Start optimizing for AI citations before your competitors do.

Track both. Measure traditional search traffic and AI citation performance. Watch how the balance shifts over time.

Adapt as behavior changes. If your audience moves to AI search, move your resources there. But don't assume everyone has switched overnight.

Working on AEO strategy? Wild Signal helps brands optimize content for AI citations.

Wild Signal is an AI intelligence firm that builds the maps brands need to navigate the new information economy — then helps them move.