Marketers are worried. SEO is “eroding,” they say—swallowed by ads, AI Overviews, video carousels, and zero-click features. And yes, there’s truth to that. The traditional blue-link real estate is shrinking.
But here’s the problem: treating this like erosion implies loss. In reality, it’s reformation.
The question isn’t whether SEO is dying. It’s whether your content is evolving with the SERP.
So yes, the game has changed. But that doesn’t mean it’s over.
It just means you need a new playbook.
👉 Still focusing on outdated tactics? Read: When It Comes to the 3 Pillars of SEO – Here’s How I Approach Them
One of our clients, a B2B SaaS firm, lost 5–10 keyword positions due to Google’s layout shifts in early 2024. But we doubled down on:
Within 90 days, they were featured in AI Overviews for 3 top-funnel queries and saw a +22% traffic increase—despite lower raw rankings.
Write fact-based, structured answers with references. Use schema. Be the source AI pulls from.
Topical authority matters more than isolated blog posts. Build content that surrounds your core offer.
As SERPs get noisier, measuring impact via scroll depth, time on page, and CTA clicks is more insightful than pure rank.
👉 Read next: Smart Ways to Measure SEO Effectiveness
Is SEO still effective with AI Overviews and zero-click searches?
Yes—if you adapt. Structured, trusted content can still earn visibility through snippets, AI citations, and topical authority.
What’s the biggest mistake SEOs make right now?
Giving up too early. The space is tighter, but not closed. Brands that keep investing strategically are gaining market share.
How do I appear in AI Overviews?
Use schema, cite sources, and answer search intent clearly. Google's AI pulls from trusted, well-structured domains.
Should I stop investing in content?
No. Content is still your gateway to visibility—it just needs to be better structured, more complete, and cluster-based.
If you stop investing in SEO now, you’re doing exactly what Google’s paid algorithm wants.
The brands who win in this new environment are those who adapt faster, publish smarter, and invest in both content structure and trust.
If you’re not visible, you’re not findable.
If you’re not findable, you’re irrelevant.
📩 Need help future-proofing your SEO strategy?
Book a structural audit and we’ll rewire your site for the next generation of search.