What are your thoughts on the future of SEO given Google’s release of AI mode?
Every few years a headline declares “SEO is dead,” and Google’s latest I/O keynote, complete with AI-mode powered SERPs, has set off the panic once more.
Yes, AI can swallow quick facts and recipe-style instructions, but the signals tucked inside Google’s own demo hint at a future where organic search keeps growing rather than fading.
The data even shows that Google search is still growing (+20.1% in 2024), along side the rise of ChatGPT and co. So maybe both are and will be true.
Regardless, great, machine-readable content still wins. A fast, technically sound site still matters, perhaps more than ever, because AI overviews lean on whatever Google’s crawler can parse. Plus brand mentions and digital PR stocks are up as AI relies on references for retrieval.
Two decades of user habit will not pivot overnight and, outside tightly controlled stage taps, Google has yet to show a full, start-to-finish query path that skips the blue links entirely.
Early tests show AI mode fans queries outward, exposing more brands instead of hiding them. Product and local results remain mostly untouched. In short, discovery is still the game, the pieces just moved a square.
To see where seasoned pros place their bets, Intellar asked sixteen SEOs and agency heads what Google’s new AI layer means for the craft. Their answers run from quietly bullish to sharply contrarian, but all share one theme. And that is that optimisation evolves, it does not disappear.
Here is what 16 thought leaders in the SEO space had to say
Table of Contents
Value Trumps Rankings in Search’s AI Evolution
I think the future of SEO is definitely shifting with Google’s AI Mode, but it’s not the end of the road, it’s more like a new path. AI Mode, with its conversational, chatbot-style search that pulls from multiple sources to give direct answers, means people might click through to websites less often.
This could hit sites that rely on organic traffic, especially those focused on quick, informational content like “how-to” guides or basic comparisons. But SEO isn’t dead; it’s evolving.
Businesses will need to focus on creating deeper, more unique content that AI can’t easily summarise. Think original insights, niche expertise, or branded content that stands out. Optimising for user intent, building trust through authority, and getting cited in AI responses will be key to staying visible.
That said, there’s still opportunity in this new landscape. AI Mode leans on Google’s core ranking systems, so things like high-quality content, good user experience, and technical SEO (like proper indexing and structured data) remain important.
Plus, with users asking more complex, conversational queries, there’s a chance to capture traffic by addressing specific needs or local intent.
Publishers and marketers will need to adapt by tracking how their content appears in AI outputs and focusing on engagement through other channels like working with an email delivery consultant for EDMs, or social media manager for organic social.
It’s about being useful and trustworthy, not just ranking high. The shift feels big, but it’s really about doubling down on what’s always worked: giving people real value.
Henry Timmes, CEO, Campaign Cleaner
SEO Evolves Beyond Rankings to Holistic Digital Marketing
The SEO as we know it is undergoing certain changes and the future visibility is not going to be purely relying on showing up in organic SERP. I am confident that people will not stop searching for information online, but the way they will receive the information will have another form. I think that the traditional SEO needs to be expanded on and we, as marketers, need to acquire more of a holistic “digital marketing” approach versus just the SEO approach.
Topical dominance is what will drive the real conversions for sites. This means showing up for the target keyword in multiple places on Google (AI overviews, youtube videos, blog content, etc).
As far as the reporting goes, there were concerns that Google AI mode would not attribute anything to be tracked as referral traffic and people were seeing their direct traffic skyrocket and organic traffic diminish. I am sure Google will find a way to provide some degree of clarity as to how many clicks a website gets from AI mode or AI Overviews. This is as per the latest news from Google – they are working on releasing the AI mode reporting in Google Search Console soon.
Kristina Frunze, Founder, Web View SEO
Trust and Topical Depth Will Define Future SEO
I’m not too worried just yet, but the next 6-12 months will be interesting to watch if organic clicks to decrease even further. Google’s AI Overviews might chip away at some organic clicks, especially for quick-answer queries that used to show in featured snippets, but in my opinion, users will still rely on organic listings to find what they’re searching for. SEO will shift more towards building trust, topical depth, and brand visibility – not just blue links.
I think once users get used to AI overviews, the more they will use it over time, which can impact organic as a channel and drive fewer results than it did.
Danny Howard, SEO Freelancer, Digital North
AI Mode Elevates Quality Content Over Algorithm Tricks
Google’s introduction of AI mode marks an exciting shift for SEO, but I don’t see it replacing traditional optimisation overnight. Instead, it feels like a tool that will push content creators to focus even more on quality, relevance, and user intent. With AI better able to understand context and nuance, the days of keyword stuffing or trying to game the system will become even less effective.
In practice, SEO will likely become more about creating genuinely helpful, well-structured content that answers real questions – content that AI identifies as valuable and trustworthy. It also means marketers will need to pay closer attention to user experience, site speed, and clear communication, as these elements will help AI determine which pages deserve to rank higher.
I reckon AI mode could raise the bar, making SEO more about meeting human needs than ticking algorithm boxes. The brands that succeed will be those who combine solid technical SEO with thoughtful, user-centred content that AI sees as genuinely helpful.
Peter Wootton, SEO Consultant, The SEO Consultant Agency
Seven Critical Shifts in AI-Driven Search Optimisation
The future of SEO is being penned with Google’s increasing push for AI use in search, especially with the introduction of Search Generative Experience (SGE) and other AI-driven features.
1. Paradigm shift from Clicks to Answers
Now, Google AI answers user queries directly on the SERP, eliminating clicks. This is called “zero-click search.”
Tip: Focus on creating high-authority, reference-worthy content that Google AI can quote or link to.
2. Entity and Semantic SEO
– AI can understand context and relationships between entities instead of keyword matching.
– Keywords are still significant, but topical authority, content architecture, and semantic relevance take precedence.
– Getting linked with particular entities (e.g., brands, products, topics) becomes crucial.
Tip: Create topical clusters and internal linking plans to boost semantic relationships.
3. User Experience and Intent Reign
– Google’s AI prefers content most closely aligned with the user’s intent, not keyword matching.
– AI tools understand user behavior, bounce rates, and satisfaction signals more deeply.
Tip: Match content formats to intent—e.g., use tutorials for “how to” searches, comparison tables for “best X” searches, visual aids for complex ideas.
4. Structured Data and Content Formatting
– AI adores structure—FAQs, tables, headings, lists.
– Structured data (Schema.org) helps AI with improved understanding and surfacing of your content.
Tip: Implement rich snippets (e.g., FAQ, HowTo, Product) where relevant.
5. Content Originality vs. SEO Copycatting
– AI is able to identify rehashed content more and more.
– Google wants original insight, experience-based content, and new value over just SEO-optimised filler.
Tip: Include first-party data, case studies, original imagery, and expert opinions.
6. Technical SEO
– Fast-loading, mobile-responsive, secure sites are still ranked higher.
– But AI-overviews can raise unconventional sources, reducing the role of conventional PageRank.
Tip: Maintain clean architecture, fast performance, crawlability—but balance with content mastery.
7. Brand and Authority
– Authority and recognised brands are favored by AI systems to reduce hallucination risk.
– This creates an entry barrier but will pay off with persistent effort in building authority.
Tip: Invest in digital PR, backlinks, E-E-A-T signals (Experience, Expertise, Authoritativeness, Trust).
Xi He, CEO, BoostVision
Integrated Strategy Trumps Keywords in AI Era
It’s not an overstatement to say that the business world is facing a new marketing reality.
Google’s release of AI mode means only those with a integrated campaign strategy will stand out. A holistic approach — one that connects SEO with UX and PR — will be key going forward, and we’re already adapting to this shift at Green Lion Search. As Google’s AI-driven results become more prominent, we can no longer think of SEO as just optimising for keywords or rankings; we have to treat it as part of a broader digital presence strategy.
From a UX perspective, this means making sure our website is clear, fast, and structured in a way that AI systems can easily understand and summarise. Pages need to be designed not just for human readers, but also for machines that are extracting content to display in AI overviews. We’ll focus on building topic-specific landing pages that answer candidate and client questions directly, using clean, well-organised formats that AI can interpret easily.
And on the PR side, we’ll prioritise thought leadership and authoritative content. When our recruiters or executives are quoted in industry publications or contribute articles to trusted sites, it boosts our credibility in the eyes of both users and Google’s AI. This kind of visibility supports our brand authority, which will become more valuable as AI increasingly selects sources based on trust and expertise.
Optimising for AI through multi-pronged integration that centralises both usability and expertise will help our firm show up as the authoritative, trusted recruiting partner we are.
Michael Moran, Owner and President, Green Lion Search
Conversational Intent Replaces Keywords in AI Search
Because AI Mode enables complex, multi-part queries and follow-up questions, conversational and intent-based search will become the next big thing in SEO, which in turn will reshape how keyword research is done.
With the shift from simple keyword searches to more nuanced, context-driven queries, it’s no longer enough to optimise for a single keyword or phrase. Google’s AI is designed to understand and respond to the way people naturally speak, meaning content needs to address specific user intent rather than just targeting isolated keywords.
If someone types “best running shoes for flat feet in 2025,” Google now expects a comprehensive response that anticipates all the potential nuances of that query: shoe recommendations, expert opinions, user reviews, and comparisons. SEO will need to evolve beyond traditional keyword stuffing to ensure content is designed to engage in the kind of back-and-forth, contextual conversation that AI Mode thrives on. Content must be structured in a way that responds to broad, specific, and even follow-up questions, anticipating exactly what the user wants to know next. This will make content more relevant and much more likely to rank for a wide range of conversational queries.
Kevin Heimlich, Digital Marketing Consultant & Chief Executive Officer, The Ad Firm
Google Adapts to AI While SEO Fundamentals Endure
Google’s rollout of AI Mode is a clear sign they’re stepping up to compete with generative AI tools. If Google’s AI answers start matching or outperforming those from ChatGPT, most people won’t bother opening another app. It’s simply easier to type a question straight into your browser or Google.com. Of course, use cases like long-form text generation will still belong to tools like ChatGPT and others.
For SEO professionals, this isn’t a complete overhaul of the playbook. I don’t believe we’re facing the death of SEO, far from it. This feels more like the next major shift, similar to a Google algorithm update, just coming from outside pressure rather than internal changes. But SEO has always adapted to new environments.
Authority and high-quality content will still matter most. The fundamental ranking signals aren’t going away. What’s changing is the balance and how the algorithms prioritise different factors.
The bigger challenge actually lies with Google itself, and how it stays relevant in a world where search habits might shift toward tools like ChatGPT or Perplexity. If that shift happens at scale, it could deeply change how the internet works, from how content is created and indexed to how websites are monetised.
These tools already rely on data from Google’s ecosystem, but if users stop searching on Google, the entire model could be disrupted.
For now, though, AI Mode looks more like a sign that Google is adapting to the future, not abandoning its past. SEO isn’t going anywhere, it’s just evolving, like it always has.
Heinz Klemann, Senior Marketing Consultant, BeastBI GmbH
Clarity Beats Word Count in Multi-Platform Search
The future of SEO is shifting fast with AI-driven search. At Phyla, we’re adapting by focusing less on word count and more on clarity, structure, and relevance. Google’s AI overviews reward content that’s genuinely helpful, concise, well-formatted, and semantically rich. But search isn’t just on Google anymore. Platforms like TikTok and YouTube now dominate for certain queries, especially in skincare. We’re expanding into video and multimedia because that’s where people are searching and finding real answers.
To stay visible, brands need to stop playing the outdated SEO game and start creating content that AI and humans can actually use and trust.
Neil Giugno, CEO, Phyla
Structured Data Becomes Essential for AI Visibility
Google’s AI mode will increase the importance of structured data. AI will likely rely more on structured data to understand content context and relationships as it develops.
For us, this means investing time in implementing schema markup on our website. Clearly defining our products, reviews, and services can enhance how search engines interpret our content, leading to richer search results and improved visibility.
This will help us stand out in search results and provide a better user experience by ensuring that potential customers have access to the most relevant information upfront. Embracing structured data will be essential for staying competitive in this new landscape.
Josh Qian, COO and Co-Founder, Best Online Cabinets
Local SEO Presents Opportunities Amid AI Uncertainty
Google (and the other LLMs) will need resources to pull those results, regardless of the format, search or AI mode. Especially in the local context, where any datapoint can make a difference.
There’s a lot of uncertainty for sure, but lots of opportunities. IMO the SEO Consultant should have knowledge of other channels and be able to work and adapt as needed.
Emanuel Petrescu, AI, SEO & Digital Marketing Consultant from Toronto, Emanuel P
Be Worth Including, Not Just Ranking First
Google’s AI Mode is rewriting the rules of SEO. It’s no longer about being the top blue link. It’s about being the answer. When users ask a question, they get a full response right in the search results. No clicks. No pageviews. Just an instant summary. That’s great for users, but a gut punch for content creators who rely on traffic.
As someone who’s worked in SEO and content for nearly 20 years, this shift feels massive. It forces us to ask tougher questions. Are we creating content that’s actually helpful? Does it reflect real human experience? Is it structured so AI can understand and cite it? And maybe most importantly, are we building something sustainable outside of search?
The future of SEO isn’t dead. It’s just moved. It’s not about showing up first. It’s about being worth including. In an internet where AI delivers the answers, the most human content wins.
Chris Burdick, Senior SEO Consultant & Co-Founder, CartImpact
EV Industry Must Deliver Authoritative Content Post-AI
Google’s AI mode release represents a fundamental transition for the future of SEO. With AI implemented further into search engines, the emphasis may be less on traditional keyword-based ranking and more towards a semantic and user-intent-based strategy.
Google’s AI mode, with its advanced model and historical data, is better equipped to understand context, meaning, and overall user intent, which means that SEO strategy might shift to being an even stronger focus on delivering real-life value and solving real-life problems, as opposed to pure search outcomes.
To prepare for this transition, businesses will have to move away from technical SEO gimmickry and concentrate instead on producing high-quality, authoritative content that truly serves the best interests of their audience.
For instance, within the EV sector, delivering rational answers to the myriad complicated questions on electric vehicle adoption, charging infrastructure, and sustainability will play a large part in ranking well in to automotive SEO space. That is about becoming a trusted resource, not one just appearing in a list of search results.
As AI continues to grow, voice search, natural language processing (NLP), and personalised search results are also going to be significant. This tells you that businesses need to have their content optimised to answer voice queries with super-relevant and immediate answers.
Rob Dillan, Founder, EVhype.com
Structure Content for Both People and Machines
Google’s new AI mode is definitely shifting the way SEO works. As an SEO myself, I’m concerned that the top spots on search results might no longer get the same clicks they used to. Even though AI mode is wrong sometimes, users are getting answers faster, right on the results page, so websites will need to work harder to earn that click.
That said, I still don’t think SEO is dying because it’s always evolving. Clear, helpful content still matters; it’s just that now it’s important to structure the content so that it can be pulled for AI summaries.
For me, that simply means paying extra attention to my FAQ sections, schema markup, and giving great answers for both people and machines.
Adam Haworth, Managing Director, Fuunction
Bold Takes Win When AI Exposes Filler Content
Honestly, AI-mode is not going to ruin SEO but it is going to reveal who never had strategy in the first place. What I mean is, if your site was getting clicks because it answered boring questions faster than a competitor, you were always one update away from invisibility.
Good SEO does not chase rankings, it builds trust. Say something real, say it fast, and say it like you actually care who is reading. The ones who treat SEO like a checklist will lose. The ones who treat it like a handshake will win.
AI can write answers, but it cannot write conviction. You know what still ranks? A bold take with a name and a face behind it. So, yeah, maybe 60% of filler content dies off, but honestly, good riddance. The future of SEO belongs to businesses who write like humans and think like marketers. If your headline would not make someone stop scrolling, fix that before you blame the algorithm.
Kiara DeWitt, RN, CPN, Founder & CEO, Injectco
Wrap Up
When the dust settles, the consensus across our sixteen contributors is clear.
SEO is changing shape, not flat-lining. AI overviews will swallow a slice of “quick answer” traffic, yet the need for crawlable, authoritative content and a technically sound site actually grows in the new landscape.
Brands that pair topical depth with genuine expertise are best placed to earn citations inside AI responses as well as clicks from the traditional blue links.
Local intent, product research, and purchase decisions still push users toward full pages where trust signals, speed, clarity, and structured data carry big weight.
In short, optimisation shifts from chasing single keywords to proving value everywhere searchers look, whether that is an AI snippet, a carousel, or a classic results page.
Keep refining, keep testing, and treat every new touchpoint as one more chance to be discovered.
