is seo dead

Is SEO Dead? Let’s Talk About What’s Really Happening in 2025

SEO is dead. 

Or at least, that’s what the sceptics have been saying for literally decades. But is it true? 

Every few years, someone declares the demise of SEO—yet it always seems to evolve and thrive in new ways. However, in 2025, the question feels more relevant than ever. After all, the digital landscape has undergone seismic shifts in the past year alone.

Let’s unpack why people think SEO is dead, what’s really happening, and how you can not just adapt—but thrive—in this new era of search.

Why People Think SEO Is Dead

The “SEO is dead” narrative has been around forever, but the buzz feels louder these days for a few reasons:

Search results look different

Gone are the days of the simple “10 blue links.” Today’s search results are crowded with ads, AI-driven answers, and interactive features like rich snippets and video carousels. For businesses, it’s harder than ever to stand out.

Zero-click searches are on the rise

Over 65% of searches now end without a click as users find answers directly on the search results page. If no one’s clicking, how can you drive traffic to your site?

AI tools are changing the game

Platforms like ChatGPT and Perplexity are redefining how people search for information. Instead of relying on traditional search engines, users are turning to these tools for instant, conversational answers—leaving businesses wondering how to stay visible.

Google is under pressure

For decades, Google was the untouchable giant of search. But data leaks, backlash over algorithm updates, and legal challenges like the DOJ’s antitrust case have left the company shaken. In fact, data shows that Google’s search market share has dropped below 90% for the first time since 2025.

User behavior is rapidly shifting

Here’s the kicker: People now demand faster, easier, and more personalised answers. They’re not willing to sift through a sea of content—they want instant solutions tailored to their needs.

With so much changing, it’s easy to see why businesses are questioning if traditional SEO strategies still work.

2024: The Year That Changed Everything

If SEO feels like it’s changing faster than ever, you’re not imagining it. 2024 completely shook up the game. Here’s what happened:

Google introduced AI Overviews

In May 2024, Google rolled out AI Overviews—AI-powered search results that synthesise information from multiple sources. These handy summaries answer questions directly on the results page.

Great for users. Not so great for websites. With even more answers staying on Google’s results page, the rise of zero-click searches made it tougher than ever for businesses to get people onto their sites.

Google’s Data Leak Confirmed 

The big bombshell of 2024? A Google API data leak that gave SEOs an inside look at how the algorithm really works. It confirmed what many of us had suspected for years: Google places huge importance on branded searches, backlinks, and click metrics—areas where big brands have a natural edge thanks to their visibility and resources.

For smaller businesses and publishers, it was a tough reminder of the uphill battle they face to compete with major players. Without strong brand recognition or the ability to attract tons of backlinks and engagement, climbing the rankings becomes much harder.

Google cracked down on spam content

In 2024, Google decided to clean house, targeting low-quality content with spam updates. Honestly? It was long overdue.

With AI tools making it ridiculously easy to churn out hundreds of low-quality articles daily, the internet had become flooded with mediocre content. Google’s crackdown penalised sites relying on these tactics, making one thing clear: If you want to rank, you need high-quality, valuable content.

ChatGPT launched their search tool

In mid-2024, OpenAI made waves with the launch of SearchGPT, an AI-driven search tool built right into ChatGPT. By October, it had grabbed an estimated 4.33% of the search market, according to SimilarWeb and Datos.

People love the ease of getting conversational, super-personalised answers, and many are skipping traditional search engines entirely. For businesses, this was a wake-up call: Suddenly, it’s not just about optimising for Google anymore. Platforms like SearchGPT, powered by Bing’s search results, are creating new ways for businesses to get discovered—once you know how to optimise for them.

So, Is SEO Actually Dead This Time?

With all the changes happening in search, it’s easy to feel overwhelmed—and even start believing the SEO naysayers. The rise of AI search tools, constant algorithm updates, and the explosion of zero-click searches make it feel like SEO is on its last legs.

My two cents? SEO isn’t dying—it’s evolving.

In fact, these changes are creating exciting new opportunities, especially for smaller businesses. For years, success in search has felt like playing an impossible game with Google holding all the cards. But now? The landscape is changing. With multiple AI-powered platforms gaining traction, businesses don’t have to rely solely on Google anymore.

There’s more space to carve out your niche and connect with your audience than ever before.

What to Expect in 2025 and Beyond

Here’s a look at what’s ahead for SEO, and why these changes could work in your favour.

AI Search will dominate

AI tools like ChatGPT, Perplexity, and Bing Chat are becoming the go-to for a growing number of users. Create content that fits seamlessly into these platforms, and you’ll already be ahead of the game.

Search results will be more interactive

SERPs are evolving. From video carousels to featured snippets and “People Also Ask” drop-downs, visibility is now about being everywhere your audience is looking—not just about clicks.

Trust and authority will be non-negotiable

With a flood of low-quality AI-generated content out there, search engines are prioritising trustworthy sites. This means the more credible and authoritative your content is, the better your chances of standing out.

New Search platforms will emerge

Google’s not the only player anymore. With ChatGPT gaining ground and privacy-first search engines gaining traction, you’ve got more ways to get in front of your audience. By optimising for multiple platforms, you’re casting a wider net and giving your content more chances to shine.

Why This Matters

Here’s the good news: SEO isn’t a one-size-fits-all game anymore. Instead of being tied to a single algorithm, you can diversify your strategy and leverage multiple platforms to reach your audience. 

For smaller businesses, this is a huge opportunity. You don’t need to compete with the big players on their turf—you can carve out your own space and thrive.

SEO isn’t dead—it’s evolving. And for those who are ready to adapt, it’s creating exciting new ways to stand out, connect with your audience, and grow.

Are you a web designer, copywriter, or marketer ready to level up your SEO game in 2025? My signature course, SEO Like a Pro, is built specifically for creatives like you. Learn how to navigate these changes, impress your clients, and grow your business with confidence. Join the waitlist today and be the first to know when enrolments open this year!”

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I'm Rhiannon Carnohan

Self-Professed Google Geek & Passionate Small Business Supporter. Rhi is your go-to SEO cheerleader, empowering the do-ers and creatives with the SEO know-how to level up their services so they can finally feel like they’re making a damn difference in the world.
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