AI SEARCH IS HERE – SO WHAT HAPPENS TO SEO?
It feels like the world of search marketing is changing faster than ever right now, doesn’t it? From the growing number of AI chat tools to Google’s latest updates, it can be hard to keep up with everything that’s happening. But don’t panic – our expert team at 21Digital is here to help you stay ahead of the curve. Today, we’re diving into the big question on everyone’s mind: is AI going to kill SEO?
The short answer? No. But SEO is changing – and fast.
WHAT IS GOOGLE AI MODE?
Let’s start with the latest game-changer: Google’s rollout of AI Mode in the US. Rather than showing the usual 10 blue links, this new AI-powered experience pulls information directly from web pages, highlighting relevant passages and placing links into a sidebar. The interface looks more like ChatGPT than traditional Google Search, and it’s designed to help users ask better follow-up questions using what Google calls “fan out queries”. Think of it as a more intelligent version of “People Also Ask”. In short, Google’s not just serving up results – it’s summarising them.
PEOPLE ARE SEARCHING DIFFERENTLY
And it’s not just Google. More and more users are turning to AI tools like ChatGPT, Perplexity, Claude and Microsoft Copilot to ask questions, get information, and even discover products or services. While Google still dominates with over 90% of the search market, its share is starting to shift. The real question is, what does all this mean for your business?
SEO ISN’T DEAD – IT’S EVOLVING
As AI reshapes how people search, it’s never been more important to make sure your site is rich with trustworthy, useful information. Whether a user is searching on traditional Google, in AI Mode, or through a conversational chatbot, they still need answers. That means websites that are clear, detailed and well-structured are more likely to be seen and chosen.
Here’s how we’re evolving our SEO strategies to keep your business ahead:
- Rich informational content – think FAQs, blog posts, buying guides, case studies, glossaries – all the stuff that AI tools love to summarise and pull from.
- Clear structure and schema – we’re ensuring every page is tagged with detailed, accurate schema markup to help AI (and Google!) understand your content better.
- LLMS.txt files – these new files summarise your key pages in a format designed specifically for AI crawlers. It’s like giving AI a cheat sheet to your site.
- Conversational keyword targeting – we’re refining our keyword research to include the kinds of questions users might ask out loud or in natural language, especially important for AI and voice search.
YOUR CUSTOMERS ARE STILL SEARCHING – JUST NOT NECESSARILY ON GOOGLE
SEO today isn’t just about getting to the top of Google anymore. It’s also about being discoverable across a growing number of AI-powered tools, engines and assistants. That’s why a strong SEO strategy still starts with one thing: great content on a technically sound, user-friendly site.
TO WRAP UP…
The rise of AI in search is exciting – and yes, a little bit disruptive. But it doesn’t mean the end of SEO. It simply means adapting to the times.
At 21Digital, we’ve been helping businesses grow online for over 21 years. And we’re not slowing down. We’re already adapting our SEO strategies to work with AI rather than against it, making sure your website continues to stand out, no matter how people are searching.
We’re a multi-award-winning agency specialising in lead generation and e-commerce. We provide digital marketing services, including web design, web development, SEO, Google Ads, digital consultancy, social media marketing, and email marketing. So, if you’d like to have a chat about how AI is changing search and what it means for your business, give us a call on 01254 660 560 or pop your details into our contact form – we’ll get back to you!
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