A question that we often get asked is, “Is SEO still worth it? Can we even rank with all these new changes?” With artificial intelligence (AI) reshaping how people search for information, business owners are asking this more and more. But rest assured—SEO is absolutely worth it. In fact, it’s more important than ever. Especially when AI-powered tools like ChatGPT, Google’s Search Generative Experience (SGE), and Bing AI seem to change the rules of the game, it’s normal to have concerns.
Let’s explore how SEO fits into the AI-driven search landscape of 2025, why it’s still critical for growing your business, and how Google’s latest December 2024 update reinforces SEO’s importance.
What AI Means for Search 🤖🔍
AI is changing how people interact with search engines. Instead of typing traditional keyword phrases, users are more likely to ask natural-language questions, and AI tools deliver summarized answers at the top of search results.
This has led some business owners to wonder if SEO is becoming obsolete. If AI tools can provide direct answers, do businesses still need to invest in optimizing their websites?
The reality is that SEO is still the backbone of search results—even the AI-generated ones. AI-driven tools need high-quality, well-optimized content to generate useful answers. Without SEO, they wouldn’t have reliable content to pull from.
Google’s December 2024 Update. A Game Changer for SEO
In December 2024, Google released a significant update focused on rewarding websites prioritizing user experience, expertise, and valuable content. This update caused major shifts in rankings—some websites saw dramatic drops in visibility, while others rose to the top due to strong SEO foundations. The update reinforced the importance of the following factors:
- High-Quality Content: Google continues to prioritize websites that provide insightful, relevant information.
- User Experience: Fast-loading, mobile-friendly websites that are easy to navigate rank higher.
- Expertise, Authoritativeness, and Trustworthiness (E-A-T): Content that demonstrates credibility and reliability is rewarded.
These factors are central to any solid SEO strategy. The December update also emphasized that unique, engaging content is more valuable than copying and pasting generic information. While AI tools like ChatGPT can provide a solid starting point for content creation, they often lack the nuance and human touch needed to stand out. This is why having professional copywriters review and refine the content is essential—it ensures that the final product connects with your audience and addresses their needs effectively. Websites that offered fresh perspectives and solved user queries effectively saw gains, while sites relying on duplicated or low-effort content experienced ranking drops.
How SEO Powers AI-Driven Search
AI-powered search features—like Google’s SGE and Bing AI—still rely on the same underlying foundation: your website’s content. Here’s how SEO remains vital:
1. Google’s Search Generative Experience (SGE)
SGE generates detailed answers to user queries right at the top of search results. But where does that information come from?
- SEO-Optimized Content: Google’s AI pulls information from web pages that rank well. This means your content needs to be well-structured, original, and highly relevant to user queries. A combination of keyword strategy, meta descriptions, and engaging writing ensures it stands out. If your content isn’t optimized, it won’t appear in AI-generated summaries, which could mean missing out on valuable exposure.
- Structured Data: Using schema markup helps search engines understand your content better by organizing key details such as event times, product information, and FAQs in a way that makes it easy to feature. Proper use of schema markup can increase your chances of appearing in AI-powered results, including rich snippets and top-of-page summaries.
2. AI Tools and Real-Time Data
Modern AI-powered assistants, such as Gemini, ChatGPT, Claude, and Copilot, integrate advanced conversational capabilities to offer rich search experiences and can pull real-time information using plugins and live sources. They depend on SEO-optimized content to pull relevant information and reference accurate, updated data.
- Indexing and Relevance: These tools pull data from indexed sites that follow SEO best practices.
- Authority: Websites with strong backlinks and domain authority are more likely to be referenced in AI-generated responses.
- Content Accuracy and User Intent: AI tools reference sites that maintain fresh, optimized content aligned with real user questions.
By combining technical SEO, content relevance, and real-time updates, businesses can ensure their sites remain visible across multiple AI-assisted search environments.
3. ChatGPT’s Search Plugins and Real-Time Data
When using plugins, ChatGPT can pull information from live sources. But even here, SEO matters:
- Content Accuracy: ChatGPT references sites that maintain fresh, optimized content.
- Search Queries: Websites that align their content with real user questions are more likely to be referenced.
Why SEO Is Still Worth the Investment
SEO isn’t just about ranking—it’s about visibility, trust, and driving traffic that converts into leads and sales. Learn more about how our SEO services can help you achieve these goals. Here’s why it’s still worth your time and money:
Content Is Still King 🔍👑
Search engines—AI-powered or not—prioritize websites with informative, engaging content. Investing in SEO means your content will answer customer questions, build trust, and lead users to your services.
SEO Improves User Experience 🥰🖱️
A strong SEO strategy goes beyond keywords. It ensures that your website is fast, mobile-friendly, and easy to navigate—key factors that influence whether users stay on your site or leave.
SEO Builds Long-Term Authority 📈💪
Establishing your website as a credible resource takes time, but the payoff is significant. SEO helps you build authority through backlinks, expert content, and consistency.
Debunking SEO Myths in the AI Era
Let’s address a few misconceptions:
Myth 1: AI Replaces the Need for SEO
Reality: AI tools like ChatGPT and Google SGE rely on SEO-optimized content to generate relevant, accurate responses.
Myth 2: SEO Is Just About Keywords
Reality: Modern SEO focuses on user intent, relevant content, and semantic keywords, not just exact match phrases. Creating high-quality, valuable content that aligns with user needs and search queries ensures your site remains competitive and visible.
Myth 3: Paid Ads Are More Effective Than Organic SEO
Reality: While paid ads can drive short-term traffic, organic SEO builds sustainable visibility and trust. It’s important to have a strategy where Pay-Per-Click (PPC) advertising is part of your short-term approach, and SEO is a key part of your long-term strategy. Additionally, social media can play an important role in long-term success by driving engagement and building community. Rather than choosing one approach over another, combining SEO, PPC, and social media ensures they work together seamlessly for better results.
How Smart Businesses Are Adapting Their SEO Strategies
Businesses that thrive in the AI-driven era are evolving their SEO strategies. Here’s what they’re doing:
- Creating Content That Solves Problems
Instead of creating content solely focused on sales, they’re addressing their customers’ pain points and offering solutions. This approach is an investment in engagement with the audience, providing answers to more questions, adding helpful videos, and ensuring that content truly meets the viewer’s needs rather than just pushing products or services. - Focusing on Local SEO
For service-based businesses, optimizing for local search is key. This includes using location-specific content and earning quality, authentic customer reviews—which are worth their weight in gold when it comes to building trust and boosting visibility. When customers leave genuine feedback, it signals to search engines that your business is credible and trustworthy, giving you a competitive edge. - Investing in Technical SEO
Ensuring that your website loads quickly, avoids intrusive pop-ups, and is secure is essential for search engines to rank your site well. A strong technical SEO foundation improves page performance and user experience, keeping your site competitive in search results.
Why You Should Invest in SEO Now
With search becoming more complex, staying ahead means having a solid SEO strategy. Here’s why SEO is a smart investment:
- Rising Competition: Your competitors are likely investing in SEO to claim top spots in search results. If you don’t, you risk falling behind and missing out on potential customers who are searching online. A strong SEO strategy helps you stay competitive and ensures your business remains visible when it matters most.
- Changing User Expectations: People expect fast, accurate answers—and SEO ensures your website delivers. To meet these expectations, you can use tools like heatmaps, visitor journey recordings, AI-generated summaries, Google Analytics, Google Trends, and Google Search Console to track live data. These insights help you adapt your content in real time to fit user needs, ensuring that your site remains relevant and engaging.
- Long-Term ROI: Unlike short-term ads, SEO builds long-term visibility and credibility. Paid ads can be helpful for drawing more viewers when you’re just starting your SEO journey or running a time-sensitive promotion like a flash sale. However, with SEO, you’re not paying for each lead—it’s a lasting investment that continues to bring in traffic and builds trust over time.
Take the Next Step with Confidence
The rise of AI isn’t a sign to abandon SEO—it’s a sign to strengthen it. Businesses that embrace modern SEO strategies will not only survive in the AI era but thrive.
If you’re ready to future-proof your online presence and drive more leads, we’re here to help. Our team at Adam Inlay Web Design and Marketing LLC specializes in SEO strategies that get results.
Book your free consultation today. Let’s show you how SEO can still be your greatest digital asset for being found by potential customers online.
