Is SEO Dead in 2025?

Video overview:

Is SEO dead in 2025? With the rise of AI-driven search engines like ChatGPT and Perplexity, many are claiming it’s finally the end for SEO (and Google). But is it? In this video, we dive deep into how AI is transforming search behavior, content creation, and rankings. Will traditional SEO strategies still work? Or is it time to adapt to a new era of AI-powered search?

Let’s take a look at what the DATA is telling us. We’ll explore the impact of AI on search engines like Google and I’ll share actionable tips you can use to stay ahead in this evolving landscape. Whether you’re a seasoned SEO pro or a B2B marketer looking to understand the future of digital marketing, this video has insights you won’t want to miss.

Video transcript:

SEO. IS. DEAD…

Is it really though?

Everyone’s saying it: “SEO is dead in 2025.” Dead. Dead. Dead.

But you know what? We saw this same headline last year. And the year before that. And the year before that.

And SEO is still very much alive. BUT…

I do have to say, this year does feel different, it feels like there might be an actual threat. And that threat is AI. Because it’s always friggin’ AI!

So, is 2025 the year we finally say goodbye? What’s changing? Is SEO still worth your time?

Let’s take a look at the actual DATA and dig into what’s really happening in search and figure out what you need to know to stay ahead.

Stick around, because this is a conversation you don’t want to miss.

Hey, I’m Robin, your B2B marketing bestie. As a marketing strategist and SEO specialist for more than 15 years, I’ve seen the world of SEO evolve over the years – and I’ve guided businesses through every twist and turn.

In this video I’m going to separate the hype from the facts, look at what’s actually happening in search today, and then, we’ll talk strategy. Because yes, SEO is changing.

Let’s talk about where all this “SEO is dead” talk is coming from. We already mentioned AI is having the biggest influence, and there’s good reason for it.

In 2024, Google started showing the AI-generated overviews at the top of many searches.

Instead of just a list of links, users get a detailed summary with sources pulled from across the web.

And since it appears at the top of the search results, some users won’t go further after they’ve read the AI overview.

Which isn’t great news for businesses who worked hard to get to the top of the Google search rankings.

Meanwhile, generative AI platforms like ChatGPT and Perplexity are surging in popularity. People are using these tools as an alternative to traditional search engines.

Which of these are the most popular?

ChatGPT is leading the pack with 59% of the market share among generative AI chatbots, with Microsoft Co-pilot coming in second at 14%, then Google Gemini at 13.5% and Perplexity at 5.6%. [Shows chart]

So ChatGPT is killing it, but not only that, ChatGPT saw 44% month-over-month growth in November 2024. That’s massive.

But does that mean people are ditching Google for good?

Now, we’re going to dive into some very revealing data in just a minute, but first let’s have a look at what’s actually changing in the search world – and how it affects SEO.

1. AI Overviews Are Changing Click Behavior
   The AI overviews in Google’s search results mean fewer clicks on organic links. Many users are finding their answers directly in the AI overviews.

2. Search Is Expanding Beyond Google
   Google isn’t the only place people are searching anymore.
   
   Bing – remember Bing? Well, it’s gaining relevance thanks to its integration with ChatGPT, and platforms like YouTube, Instagram & TikTok (although TikTok might be dead soon in the US, who knows?) are search engines in their own right – especially for younger audiences.

3. AI focuses on informational searches
   Right now, the majority of AI overviews are geared toward informational search intent, meaning the people searching are top of the funnel buyers looking for information.
   
   For example, queries like "What is marketing automation?" or "How does AI-powered CRM work?" are more likely to trigger an AI-overview popping up at the top of a Google search.
   
   But the AI overviews often don’t come up for commercial or transactional queries, especially for niche categories, like the ones we often see in B2B.
   
   Case in point: a search for the B2B service, “print and mail outsourcing” does not generate an AI overview in Google, at least not at this time.

4. AI still isn’t perfect
   In fact, AI is sometimes just plain wrong.
   
   For example, one of my clients was featured in a Google AI overview for a service they don’t even offer.
   
   Now, their site is not optimized for that keyword and in fact, the keyword doesn’t even appear anywhere on the website.
   
   So the AI just made an assumption, and it was wrong.
   
   There are plenty of inaccuracies like this in AI, and people still don’t completely trust the information.

The Data on Google vs. Generative AI

OK now this is where things get interesting. let’s have a look at the recent data on Google vs Generative AI.

But before we do, please take a moment to subscribe to my channel so you can stay on top of the latest B2B marketing trends that will help you grow your business.

As of December 2024, Google holds nearly 90% of the search engine market share, which you can see at the top of this graph. (Show StatCounter graph on screen.)

The next closest competitor? Bing, all the way down here at just 3.9%.

So where does that put Chat GPT? Even with that explosive growth, it is predicted to capture 1% of search market share in 2025.

Yes, that’s a big gain for an emerging platform, but compared to Google’s 90%, it’s like comparing a glass of water to the Pacific Ocean. It’s like comparing a raindrop to a monsoon.

So while generative AI is definitely shaking things up, Google is still very much in play.

Think of Google like a massive freight train. It’s slowing down, sure, but it’s not about to derail anytime soon.

That said, as B2B marketers, we can’t ignore the fact that things are shifting.

Adapting Your SEO Strategy for 2025

So, what can you do to adapt to this evolving search landscape?

Well, here’s the good news: If you’re already following SEO best practices, you’re on the right track.

AI search engines, rely on many of the same foundational elements as traditional search—structured, high quality content, relevant keywords, and authoritative backlinks.

While there are a few nuances specific to generative AI, they’re not drastic departures from traditional SEO strategies.

Now, a new term is floating around called “GEO” or Generative Engine Optimization to address these subtle differences, but the underlying principles are still more similar than different to traditional SEO.

Nevertheless, I’ve put together some pointers for you so you can stay ahead of the game and increase your chances of getting mentioned in the Gen AI answers.

1. Think beyond Google
   While Google is huge, it’s not the only game in town, and this could be the start of a sharper decline.
   
   Also, ChatGPT sources from Bing’s index, so if you’re only optimizing for Google, you could be missing out. 
   
   And don’t forget visual search platforms like YouTube, LinkedIn, Instagram and TikTok.

2. Speak like a human
   Generative AI tools prefer natural, human-like language. It’s ironic, isn’t it? The robots sound human, while a lot of B2B businesses write copy that sound robotic.
   
   So ditch the corporate gobbedlygook and write in an easy to understand, conversational manner at about the 8th grade reading level.
   
   This doesn’t mean write for an 8th grader, but use simple language and sentence structure.  
   
   For example, instead of saying, “Our innovative solutions synergize operational efficiencies,” simply say, “We help your team work smarter and faster.”

3. Pay attention to Content Structure on your website:
   Generative AI tools thrive on well-organized content. Your blogs, guides, and website pages should have clear outlines, hierarchical headings, and tables of contents.

   Make sure it’s organized well so that even someone scanning can understand what the page is about. And be sure it covers the topic comprehensively.

   Make it easy for AI—and humans—to understand your content.

4. Focus on Search Intent:
   This is critical. Think about what your audience is looking for at every stage of the buyer’s journey. Are they researching, comparing, or ready to buy? Tailor your content to match their intent.

   If you want to learn more about search intent, check out my video on search intent.

5. Monitor AI trends:
   Right now, AI is still in its infancy, and it is sure to evolve and change, so it’s important to stay on top of it.

   But for 2025, I recommend paying special attention to your commercial and transactional keywords, because even when people use AI for research, they often circle back to traditional search engines when they want to make a purchase decision.

   That’s especially true for B2B buyers, who need detailed, trustworthy information before making big investments.

   BUT keep monitoring the AI tools and continue searching for your keywords to see what happens, because this could all change.

The Big Reveal—Is SEO Dead?

So, is SEO dead in 2025?

Drumroll... Absolutely not.

Yes, AI is changing the game. Yes, Google is losing steam. But SEO isn’t dead—it’s evolving.

Google still dominates search by a huge margin, and even as generative AI tools grow, they’re still in the early stages.

Think of SEO like a seasoned marathon runner. It’s pacing itself, adjusting to the terrain, and staying in the race. It’s not sprinting anymore—but it’s not bowing out, either.

If you want to see what else is in store for 2025, check out my video on the best B2B marketing strategies for 2025.

And tell me, do you think SEO is dead or slowly dying? Let me know your thoughts in the comments below.

Thanks for watching, I’ll see you in the next video!