The big question marketers and business owners are asking right now is whether Google AI mode is going to spell the end of SEO. For decades, SEO has been about understanding Google’s algorithms, producing high-quality content, and working your way to the top of the search results. But with Google’s AI mode, the way information is delivered is changing so dramatically that it forces us to ask: will traditional SEO even matter anymore?
We think this is more than just another algorithm update. This is not like Penguin, Panda, or even the shift to mobile-first indexing. It is a fundamental reimagining of how Google wants to serve information, and it is closely tied to the reality of where their money comes from. Google does not make its fortune by rewarding websites with free traffic. It makes most of its revenue from ads. Last year alone, Google earned more than 200 billion dollars in search revenue, the vast majority of it from advertising. That simple fact is what makes us believe SEO is entering a completely new era.
The introduction of AI mode means that when someone searches, they are less likely to be clicking through to a list of websites like they used to. Instead, they will get direct answers inside Google’s own system. Think of it as having a conversation with the search engine rather than simply being handed a directory of links. And because Google’s business model is built on ads, those conversations will inevitably be laced with sponsored placements. That means Google has little incentive to send users away to other websites when it can keep them engaged within its own platform and still monetise the interaction.
If that sounds like the end of SEO as we know it, it’s because in many ways it is. The old playbook of optimising for keywords and waiting for clicks is going to deliver diminishing returns as more users rely on Google AI mode. The search engine, if we can even call it that anymore, is turning into a closed environment where answers, ads, and actions all happen without the user ever leaving.
Google’s Strategy and the Shift in User Behaviour
To understand why Google is making this move, it helps to look at what has been happening over the past few years. The explosion of ChatGPT showed the world that people were ready for a new way of searching. Instead of typing in short phrases like “best pizza near me” or “how to lose weight fast,” users could have a back-and-forth conversation that gave them not just answers but context. They could refine questions, ask for follow-ups, and get what felt like a personalised experience. That shift in behaviour put Google in a tricky position. Either they stuck with the old model and risked losing market share, or they embraced conversational AI and owned it. We think it’s clear they chose the latter.
And this is not just a defensive move. It is a calculated step toward keeping people inside the Google ecosystem longer. In the traditional search world, Google handed you a list of websites and sent you off. In AI mode, it encourages you to stay, ask more, and go deeper, all while ads and sponsored answers quietly become part of the flow. From Google’s perspective, this is gold. More time spent on their platform means more opportunities to show ads, learn about user behaviour, and monetise intent.
But here’s where things get interesting. Ads in Google AI mode are no longer just about bidding on keywords. Instead of fighting over the phrase “running shoes,” advertisers can now be part of a larger conversation: someone talking about marathon training, foot pain, or even budget limitations. This shift from keyword targeting to intent targeting is revolutionary. It means Google is not just reading what you type but interpreting the entire context of what you want, how you think, and what you might buy.
In our view, this is why SEO as we know it is under pressure. If Google’s AI already understands the conversation and delivers answers directly, why would users need to click through ten different websites? That doesn’t mean SEO disappears, but it does mean the way we approach it has to change dramatically.
Why Google Still Needs Trusted Sources
Even though it feels like Google AI mode is designed to keep users inside the search results, we think Google still has a fundamental dependency on trusted sources. After all, the AI is not pulling answers out of thin air. It is gathering context from websites, reviews, social channels, and published content. Without credible information to train on and reference, the AI cannot deliver accurate or reliable answers. That means websites still matter, but their role is evolving.
In our view, SEO is moving from a game of ranking pages for keywords to proving that your brand deserves to be part of Google’s knowledge base. Authority and trustworthiness are the new currency. Google will still need to show users where the information comes from, but it is far more likely to prioritise those sources that demonstrate consistency, reliability, and credibility across the web. That is where businesses should be focusing their efforts.
Think about how luxury brands operate. Rolex, for example, has spent decades carefully curating every single aspect of its public image. From the athletes it partners with to the events it sponsors, everything reinforces its positioning as the leader in high-end watches. When Google’s AI looks at a brand like Rolex, it sees a clear, consistent story that leaves no doubt about where it belongs in the market. Contrast that with a business that has an outdated website, neglected social channels, and customer reviews complaining about poor service. One is teaching Google to see it as authoritative. The other is training Google to ignore it.
That is why we believe the new SEO is less about keywords and more about context. Businesses that can provide high-quality, reliable, and consistent information across all touchpoints will become the trusted sources that Google AI mode leans on. And when that happens, even if users never leave the AI conversation, your brand is still being presented as part of the answer.
Why Businesses Still Need to Be on Google’s Radar
If results are going to be delivered inside Google AI mode, some business owners may wonder why it even matters to keep investing in visibility. After all, if fewer people are clicking through to websites, doesn’t that make SEO pointless? We think that’s the wrong way to look at it. The truth is, Google AI still needs to decide which brands to reference, and the ones that consistently show up as trusted sources will be the ones users see.
This is where the idea of being on Google’s radar becomes critical. The AI is constantly scanning your website, your reviews, your product descriptions, and even your social media activity. Every signal contributes to a brand profile, and that profile determines whether Google sees you as credible or not. If your information is outdated, inconsistent, or incomplete, you are essentially telling Google’s AI not to recommend you. On the other hand, if your data is clean, your messaging is consistent, and your customer feedback is strong, you are training the system to treat your brand as an authority.
We think of this as the new definition of SEO. It is not just about optimising for search engines but about optimising for an AI that is piecing together a holistic view of your business. Feed hygiene is one way Google describes it, and the idea is simple: garbage in, garbage out. If your website only lists vague technical details, you miss the opportunity to answer conversational queries like “what’s the best laptop for video editing under $1,500?” But if your content explains the context, processing power, graphic capabilities, creative use cases, then Google can confidently reference your business when someone asks.
So while clicks might go down, the importance of showing up as a trusted source actually goes up. Because in Google AI mode, even if the user never lands on your website, your brand is still presented as part of the solution. That visibility, paired with the intent-rich nature of AI-powered conversations, could prove to be more valuable than traditional rankings ever were.
How Businesses Can Adapt to Google AI Mode
The reality is that Google AI mode is not going away. It is already reshaping how people search, and by the time it rolls out fully, it will be the default way millions of users interact with Google. The good news is that businesses can adapt, but it requires a shift in mindset.
First, we think it is time to move away from obsessing over individual keywords. Keywords are not dead, but they are no longer the main driver of visibility. Instead, the focus needs to be on intent. Think about the conversations your customers are likely to have with Google AI. Are they asking simple questions like “best running shoes”? Or are they going deeper, saying things like “I’m training for my first marathon, I overpronate, and I need shoes under $300”? That second scenario is where the real opportunity lies, because it gives the AI richer context to match with the right business.
Second, businesses need to strengthen their brand profiles online. This means ensuring that websites, social media channels, and customer reviews all tell a consistent story. In our view, Google’s AI is like an ever-watchful auditor. If you send it mixed signals, outdated information, inconsistent branding, or poor reviews, it is less likely to trust you. But if you feed it high-quality, up-to-date, and specific content, you are essentially training it to recognise your business as the right answer.
Another important step is improving product and content feeds. Think of this as “conversational optimisation.” Instead of listing only technical details, frame your product information in a way that answers real-world questions. If someone is asking about the best laptop for editing videos, your product description should explain why your laptop’s graphics card and processing power make it ideal for creatives, not just list specs. The businesses that adapt their content to match conversational queries will be the ones Google AI trusts most.
Finally, we believe businesses need to view Google Ads and SEO as part of the same training system. Every conversion tracked, every piece of customer data imported, and every campaign signal contributes to how Google’s AI understands your brand. It is less about micromanaging campaigns and more about teaching the system who your best customers are. Over time, this builds a compounding advantage that competitors will struggle to catch up with.
In short, adapting to Google AI mode means moving from a keyword mindset to an intent-first strategy, from technical optimisation to trust and authority building. The businesses that make this shift early will be the ones that thrive in an AI-first search landscape.
The Future of SEO in an AI-First World
So, does all of this mean SEO is finished? In our view, not at all. What it does mean is that SEO is evolving into something new, what some are already calling AI Optimisation, or AIO. The old SEO playbook of stuffing keywords, building backlinks, and chasing rankings will matter less. What will matter more is how well your business can position itself as a trusted, authoritative source that Google’s AI feels confident drawing from.
We think the future of SEO will be about training the AI just as much as it has been about training the algorithm. Every signal you send, from detailed product feeds to customer reviews, from consistent brand messaging to high-quality content, contributes to how the AI understands your business. Instead of focusing only on ranking on page one, the goal will be to become the reference point that AI chooses when it delivers answers.
This shift may also bring changes to the economics of search itself. If users are spending more time inside AI conversations and fewer clicks are leaving Google, then traditional measures of success like traffic volume may decline. But the quality of the interactions that do happen will likely increase. A customer who has spent five minutes explaining their needs to Google AI before clicking through to your site is far more valuable than someone who typed a quick phrase and clicked randomly on a link. That level of intent creates opportunities for higher conversion rates and stronger customer relationships.
In our view, this is a chance for businesses to rethink SEO not as a race for visibility but as a strategy for authority. The winners will be those who adapt early, embrace feed hygiene, and invest in building trust across every digital touchpoint. The losers will be the ones who cling to old tactics, waiting for the clicks that may never come.
SEO is not dying. It is transforming. And in an AI-first world, it may actually become more important than ever, not because it drives clicks, but because it determines whether your brand is considered worthy of being part of the answer.
Conclusion
So, will Google AI mode end SEO? In our view, it will end SEO as we have known it for the past two decades, but it will also mark the beginning of something bigger. The old model of optimising for keywords and chasing rankings will gradually lose relevance as Google shifts toward delivering answers directly inside its AI-driven platform. But that does not mean businesses can stop caring about SEO. If anything, the need to be a trusted source has never been greater.
Google AI mode will still rely on credible information, strong brand signals, and reliable content to generate its answers. The difference is that instead of measuring success only by clicks and rankings, businesses will need to measure success by authority and presence. If your brand is part of the AI’s conversation, you are winning. If you are absent, you are invisible.
We think the smartest businesses will see this as an opportunity rather than a threat. They will adapt their content to answer conversational queries, strengthen their online reputation, and treat every digital touchpoint as part of their SEO strategy. They will view Google Ads and SEO not as separate activities but as tools to train the AI to understand who they are and who they serve.
The future of search is not a list of blue links. It is an intelligent conversation where Google acts as the intermediary between businesses and customers. That might feel unsettling, but it also opens the door to deeper, more intent-driven interactions. Businesses that adapt early will lock in an advantage that competitors will struggle to overcome.
So no, Google AI mode will not end SEO. It will redefine it. The question for every business now is whether you are ready to evolve with it, or risk being left behind.
At Overt Digital Marketing (ODM), we believe that a sole focus on SEO will not be relevant in the near future. A balanced mix of paid and organic strategies, with an even stronger reliance on paid in some industries, will become mandatory for sustainable growth. Our role is to help businesses navigate this new reality, building the trust signals that Google AI needs while also leveraging advanced ad strategies to keep the customer pipeline full. In our view, growth in an AI-first search world is no longer about choosing between SEO and paid media. It is about finding the right strategy, at the right time, and ODM is here to guide businesses through that transition.
Contact us today to learn more about your Digital Marketing Strategies.
By Manesh Ram, Digital Marketing Specialist. Please follow @maneshram & Meta
