SEO is changing fast. It is not exactly dead, but the old way of doing SEO is fading. We used to call it search engine optimization. Now we have to think bigger. Search happens in more places than just search engines. AI chat, large language models, and new ways people find answers are pushing us to change how we work.
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Is SEO dying or changing?
We have been doing this for many years. The basics stayed the same for a long time. Clear names for things, useful content, good site structure, and links still matter. But how results show up is shifting. People are asking questions to AI chat tools instead of typing exact keywords into search boxes. That means the job is moving from only search engines to search everywhere.
Twenty years ago, SEO meant stuffing exact keywords into pages. We would build pages that said the same thing over and over. For example, we would make pages that all used the phrase tree service Pikeville many times. That read awkwardly to real people. It was spammy and boring to write. And we would duplicate that content across many pages, only changing the city name. It worked for a while, but it was ugly.
Now people talk differently. They ask full questions like where can I find a tree service in Pikeville. They do not type short phrases the same way. AI models and conversational search want natural language. That means our writing must be natural too. We do not need to squeeze keywords into a fixed pattern anymore.
Why we think SEO is evolving
SEO is expanding into a bigger role that covers many surfaces. We can call it search everywhere optimization. It might also end up being called AI optimization or large language model optimization. The label will change. The work will look different.
Some parts of the old SEO are already less useful. City page farms, exact keyword stuffing, and low-quality mass publishing do not perform like they used to. That is not bad. It pushes us to make better content. It forces us to focus on real value.
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Is AI optimization giving results now?
Right now, optimizing for AI chat gives limited returns for many local clients. If you start today, you will not see huge wins instantly. But there is a reason to start early. When AI-powered search grows, the brands that already have clear information and wide distribution will be the ones AI models reference first. Early work compounds over time.
We expect AI search to grow faster than some people expect. Tools and platforms are moving to add AI into the browsing experience. For example, a major AI company made moves that signal it wants to be part of how people browse, not just a separate chat tool. That shows we should plan for this shift now.
How SEO work will change
Here is what will change and what we must do differently.
- Write natural content. Instead of forcing exact phrases, write how people talk. Use full questions and clear answers. This helps language models pick your content for summaries.
- Focus on entities and brand clarity. Make it easy for AI to know who you are, what you do, and where you serve. Structured data, consistent business listings, and clear brand signals help.
- Distribute content across surfaces. Create content, reformat it, and publish it in many places. When you publish across blogs, social platforms, and niche sites, AI systems find and cite you more often.
- Use smart syndication. Automate safe syndication so content appears in many formats and platforms without spam. This can build natural links and context around your brand.
- Keep technical SEO sane. Fast sites, clear site maps, and good structured data still matter. They help both search engines and AI models access your content.
Will link building disappear?
Links will still matter, but how we get links will shift. When we publish content that is reused and cited across the web, many links will form naturally. That means we will rely less on manual spammy link hacks and more on distribution and quality publishing.
Targeted link building will still be useful for competitive cases. But the scale and nature of link work will change. We will focus more on getting contextually relevant links that come from real places that cite your content because it was helpful.
What we are building and testing
We are already preparing. We are building tools that help publish content in many formats and push it across multiple platforms. One part of this is a syndication app inside a program we call Brand Expander. The app will help automate content reformatting and distribution for AI-ready publishing.
We expect this to reduce some manual work. It will not replace all SEO tasks. It will handle parts of distribution, which in turn creates natural links and citations. We still need targeted link work for certain clients, but many signals will arise from smart syndication.
What agencies should do now
If your agency is feeling the heat, do not panic. We suggest a few steps you can take now to stay relevant.
- Stop wasting time on city page farms and exact match keyword cloning.
- Start writing real, helpful content that answers questions in plain language.
- Make sure your clients have a clean brand profile online with consistent names, addresses, and phone numbers.
- Build a plan to publish and reformat content across different platforms. Think articles, summaries, social posts, and Q and A snippets.
- Learn how AI models use citations and context. Start structuring content to be referenced by those models.
Local SEO and AI
Local search has been slower to change than general search. Local packs and maps still work. But even local search will shift as AI starts to include localized answers from language models. That means local businesses should begin to get their presence in many places now. Add clear local signals across platforms and in content.
For many local businesses, the immediate impact of AI optimization will be modest. But preparing now gives an edge later. The businesses that take the extra steps today will be the ones the AI systems rely on when the shift happens.
Why this change makes our work better
We admit we are tired of playing cat and mouse with search engines. The old tricks were fun sometimes, but they were often spammy and boring. The new shift requires better writing and better brand building. That is more interesting work. It feels better to write helpful content instead of cloning low quality pages.
We also have plans outside marketing. We are building income streams that let us step back from the industry someday. That does not change our view of where SEO is going. We still plan to help clients adapt while we build other businesses like real estate.
Practical steps to start today
- Audit your content for readability. Remove awkward keyword stuffing and write like a real person.
- Map common questions customers ask. Turn those questions into short, clear answers on your site.
- Set up consistent business listings everywhere customers might check.
- Plan a content distribution flow. Create one piece of core content and make many versions for other places.
- Track where your brand appears online. Use that data to improve how AI and search see you.
FAQ
Is SEO dead in 2025?
SEO is not dead. The narrow, old-school SEO that relied on exact keyword stuffing and mass duplicate pages is fading. The work is expanding to include AI and broader distribution. We should think of it as evolving into search everywhere optimization.
Should we start optimizing for AI now?
Yes. Results may be small at first, especially for local businesses, but starting now gives you an advantage. Early work in brand clarity, structured content, and broad distribution will compound as AI search grows.
Will Google lose market share to AI tools?
Search market share may shift. Some AI companies want to include browsing and search-like features. If AI systems integrate into the browsing experience, more queries could move away from traditional search engines. We expect some decline, though how fast it happens is unclear.
Will link building still matter?
Links will still matter but the method will change. Natural links from widespread content distribution will become more common. Targeted link work will still help in competitive situations, but the heavy manual link spam will be less useful.
What must agencies stop doing?
Stop building duplicate city pages and stuffing exact keywords into content. Stop relying on low quality mass publishing. Move away from spammy tactics and focus on clear brand signals, helpful content, and smart distribution.
How do we prepare our clients for AI search?
Make sure clients have consistent brand data online. Create content that answers real questions. Publish and reformat that content across many platforms. Use structured data and keep technical SEO solid. These steps make clients more likely to be cited by AI systems.
Final thoughts
SEO is not dying. It is growing up. The work will shift from tricks and spam to clearer writing, better brand signals, and smart content distribution. If we adapt now and learn to publish for language models as well as search engines, we will keep getting results for our clients.
It is okay to want to move on from this industry someday. We can build other income streams while we guide our clients through this change. For now we will keep testing, building tools, and helping brands set up for the new world of search everywhere.