SEO is Dead. Long Live SEO. 2025 and Beyond.

The funeral bells have been tolling for SEO since the early 2000s. Every major Google update brings a fresh wave of “SEO is finally dead” proclamations. I’ve been hearing this same story for over a decade in the industry. Mark Twain once wrote “the reports of my death are greatly exaggerated.” It’s the same with SEO.

But here’s what I’ve learned after working with hundreds of websites: SEO isn’t dead. The 2015 version of it is.

Is SEO really dead in 2025?

Absolutely not. If anything, it’s more alive than ever—just completely transformed.

Here’s the reality: over 30% of billions of searches still result in clicks, and that’s a massive audience. What’s changed is that we’re no longer just optimising for Google’s blue links. We’re optimising for AI Overviews, ChatGPT responses, and dozens of other platforms where people search for information.

The businesses struggling are those still using outdated tactics. The ones thriving? They’ve adapted to what I call “semantic SEO”—optimisation that focuses on meaning, context, and genuine user value rather than keyword manipulation.

What is semantic SEO and why does it matter?

Think of semantic SEO as the difference between having a conversation and playing word association.

Old SEO was like trying to guess the magic words that would unlock Google’s vault. You’d stuff “best pizza restaurant” into your content fifteen times and hope for the best. Modern semantic SEO understands that when someone searches “best pizza restaurant,” they might actually want reviews, locations, menu prices, or delivery options.

Search engines now go beyond just matching keywords. They analyse what users want and provide them with what they need. This shift means your content needs to anticipate and answer the real questions behind every search query.

I’ve seen this firsthand with client websites. The ones ranking consistently well in 2025 aren’t those with perfect keyword density—they’re the sites that thoroughly cover topics and genuinely help users accomplish their goals.

How do AI and LLMs affect SEO rankings?

This is where things get really interesting. Generative AI traffic has grown by 1,200% between July 2024 and February 2025. That’s not a typo—twelve hundred percent.

But here’s what most people don’t realize: almost 90% of ChatGPT’s citations come from search results ranking in positions 21+. While everyone’s fighting for position #1, AI systems are mining pages 3, 5, and even 10 for comprehensive answers.

This creates a massive opportunity. Instead of competing for impossible top rankings, you can focus on becoming the authoritative source that AI systems consistently cite. I call this “LLM visibility,” and it’s becoming as important as traditional SEO rankings.

What is LLM optimization and how is it different from SEO?

LLM optimisation (or LLMO) is about getting your content cited by AI systems like ChatGPT, Claude, and Perplexity when they answer user questions. Some also call it AIO (AI Optimisation) or GEO (Generative Engine Optimisation).

The key difference? Traditional SEO focuses on ranking pages in search results. LLM optimisation focuses on becoming the source that AI trusts and references.

LLM optimisation has a broader scope than traditional SEO because AI systems evaluate content differently than search engines. They look for depth, accuracy, and comprehensive coverage rather than just keyword relevance.

For my clients, this means creating content that doesn’t just rank—it gets quoted by AI systems as the definitive answer. That’s incredibly powerful for brand authority and trust-building.

Why are algorithm changes less scary with good SEO?

Here’s something I’ve noticed after surviving dozens of Google updates: websites built on solid foundational SEO principles rarely get hurt by algorithm changes. In fact, they often benefit.

Why? Because quality SEO practices—comprehensive topic coverage, genuine expertise, user-focused optimisation—align with Google’s long-term goals. Every algorithm update pushes further towards rewarding sites that actually help users.

Companies that pivoted quickly to mobile optimisation and voice search saw early benefits in their rankings and brand perception. The same pattern repeats with every major shift. Early adopters of quality practices win.

I’ve seen websites recover from penalties in weeks by focusing on semantic SEO fundamentals, while others using outdated tactics continue struggling years later.

How to optimize content for both search engines and AI

Start with your content structure. AI systems love hierarchical information—clear headings, logical flow, and direct answers to specific questions.

For traditional search: Focus on comprehensive topic coverage and natural keyword integration. For AI optimisation: Create content that directly answers questions with clear, quotable explanations.

LLMs tend to favour content that explains things clearly, deeply, and with structure. This means your content needs to be more thorough than ever, but also more accessible.

I recommend the “answer first, explain later” approach: lead with clear, direct answers, then provide detailed explanations and context.

What SEO strategies work best in 2025?

Entity-based optimisation is huge right now. Instead of chasing individual keywords, focus on becoming the definitive resource for specific topics or concepts.

Entity optimisation is essential to successful LLMO. Ensure NAP (Name, Address, Phone) citation consistency across sources, and connect your brand to as many related queries as possible.

Here’s my three-part strategy:

How to measure SEO success beyond rankings and traffic

This is where most agencies get it wrong. They’re still measuring success with 2020 metrics.

You’re not optimising for traffic. You’re engineering trust. You’re not chasing backlinks. You’re earning brand mentions.

Track these new metrics alongside traditional ones:

• How often your brand gets mentioned in AI responses
• The context and sentiment of those mentions
• Brand search volume (people looking for you specifically)
• Cross-platform visibility across different search systems

Type relevant questions into ChatGPT, Claude, and Perplexity. See who gets cited and why. This intelligence is invaluable for content strategy.

Will traditional SEO still work in the future?

Traditional SEO isn’t going anywhere—it’s evolving. The core principles remain the same: create valuable content, make it technically sound, and build authority in your niche.

What’s changing is the execution. Don’t abandon traditional SEO. Leverage the foundational concepts and add depth and breadth.

Fresh content will remain essential, not just for ranking but for staying relevant in the AI-driven summaries users rely on.

The websites winning in 2025 are those treating SEO as a comprehensive user experience strategy that happens to align with how both search engines and AI systems evaluate content.

How to future-proof your website for search changes

Start with a content audit focused on completeness rather than keywords.

Ask yourself: If someone had questions about my industry, could they find thorough, trustworthy answers on my website? Not just basic information—deep, experience-based insights they can’t get anywhere else.

Pick one sub-topic where you have genuine expertise. Become THE authoritative voice on that specific area.

Then optimise your content architecture. Use clear headings, logical information hierarchy, and structured data. Make it easy for both humans and AI systems to understand what you’re about and why you’re credible.

The businesses that recognise this shift early are positioning themselves for significant competitive advantages whilst others are still fighting yesterday’s battles.

Ready to transform your SEO strategy?

The future belongs to websites that demonstrate genuine expertise and provide comprehensive value to users. This isn’t about surviving algorithm changes—it’s about building digital assets that become more valuable as search technology evolves.

If you’re ready to move beyond outdated SEO tactics and build a strategy that works across traditional search and AI platforms, let’s have a chat. Our comprehensive SEO and LLM visibility services combine proven search optimisation with cutting-edge AI visibility strategies.