Introduction
- “SEO is dead” pops up every year - and with AI search, multi-platform discovery, and shrinking Google traffic, the conversation is louder than ever in 2025.
- But the real question isn’t whether SEO is dead…
- It’s what SEO has become.
What Counts as “Search” in 2025?
- SEO typically focuses optimizing for Google because it’s the number 1 search engine
- We’d optimize for getting our link on page 1, position 1
- Try to get into the snippets at the top of select search results
- Attempt to be listed in the “People also ask” accordion
- And then eventually be listed in video…
- As the number 2 search engine (Google owned) we started to see a close relationship between Google Search results and videos appearing on applicable searches
- Companies then started trying to make videos to appear at the top of search results on YouTube, and appear at position 1 of Google search results that included video
- Effectively websites would try and have their website appear at position 1 in standard searches, and in the video section of position 1 - gaining traffic to their site and views on their videos
- Heading into 2026 Google search and YouTube search is still relevant but there’s a lot more that is also relevant:
- Amazon (dominates product search)
- TikTok (discovery, tutorials, recommendations)
- Reddit (trusted opinions, pain points, social proof)
- Bing with AI-driven “Deep Search”
- DuckDuckGo, Ecosia, others
- AI assistants (ChatGPT, Perplexity, Gemini)
There is no longer a single “search engine” - there are dozens. And their search results are all over the place…
- AI overviews
- Apps
- Google “cross-search” (ie Tiktok videos in google search results
- Vertical video re-shared across Tiktok, Instagram Reels, YT Shorts
How People Actually Research Today (The Multi-Platform User Journey)
Modern customers rarely rely on one source. A realistic late-2025 buying journey:
- Search Amazon for the product → skim reviews.
- Search Google for a Reddit thread on the product.
- Check the official website for specs.
- Compare the competitor site.
- Watch a TikTok or YouTube review.
- Make the final purchase - usually not from the official site.
People no longer trust a single source-especially not the product’s own website.
Platforms Are Stealing Traditional Website Traffic
People increasingly use:
- X for breaking news
- TikTok for tutorials
- Reddit for detailed opinions
- WhatsApp Channels for community updates
- Discord servers for niche communities
This “platform split” means:
- Customers choose the app they trust most.
- Many never touch the official website unless they must.
- Your website can’t be the only place you appear anymore.
If you’re a gamer you can think of this as “splitting the player base” something that many communities try to avoid. For example, if you sell premium maps in Call of Duty, those maps will naturally have less players because it requires an optional purchase. But if you include the new maps for free, everyone has access to them.
Zero-Click Search: The Death of the Click, Not the Search
A massive trend that fuels “SEO is dead” takes:
- Most Google searches end in zero clicks now.
- Google, Bing, and AI assistants answer questions directly in the search interface.
- Users get:
- Rich snippets
- AI summaries
- Knowledge panels
- Quick answers
- Reviews and results directly on-page
This means:
- Traffic to sites is decreasing…
- But visibility and trust signals are more important than ever.
- Trust analogy:
- Do you think your customers would trust you if you didn’t have a website?
- How about if you ONLY have a website?
- You need your brand to appear in AI results, Google results, etc. Wherever the user to trying to reach for you, you want to be there. Think about back in the 90s when being in-store and in a good spot on the shelf meant everything. The users were reaching for your product, and it better be on that shelf.
- SEO isn’t dead - click-based SEO is dying.
Neil Patel’s “Search Everywhere Optimization” (GEO / SEO 2.0)
Neil Patel’s concept reframes SEO as Search Everywhere Optimization, meaning:
- Anywhere with a search bar is now an SEO surface.
- Your content must adapt to each platform:
- TikTok → short-form visual
- Reddit → conversational, honest
- Google → long-form + structured
- YouTube → narrative, visual
- Amazon → benefits + reviews
- AI assistants → factual clarity & authoritative tone
One idea → many formats → many algorithms.
Why Official Websites Still Matter (Maybe More Than Ever)
Despite the platform split, official websites are still:
- The canonical source for accurate information
- The place AI models pull structured data from
- The source behind RSS feeds, aggregators, and apps
- The authoritative reference for product specs, features, pricing
- The central hub for support and policy information
If SEO were truly dead:
- You could take your website down
- You’d block crawlers
- You’d rely solely on social platforms
No business is doing this - because SEO remains foundational.
AI Overviews & AI SEO (aka GEO - Generative Engine Optimization)
AI-powered search is changing SEO faster than anything in the last 20 years:
- Google AI Overviews reduce clicks dramatically
- Perplexity answers questions without loading your page
- ChatGPT and Gemini generate summaries instantly
But:
- AI assistants still require human-written content
- They often cite sources
- Companies WANT to be cited because:
- It boosts authority
- Drives indirect traffic
- Builds brand recognition
- Influences purchase decisions
Brand Signals: The New “Backlinks”
In the past:
Backlinks = the biggest SEO ranking factor.
In 2025:
Brand signals = the new currency.
Search engines and AI assistants evaluate:
- Is your brand recognized on social?
- Do people talk about you on Reddit?
- Are creators on TikTok reviewing your product?
- Are you mentioned in YouTube videos?
- Do you appear in app store reviews?
- Are you cited in AI overviews?
Your brand reputation across platforms reinforces:
- Trust
- Authority
- Credibility
- Ranking potential
Important:
Backlinks aren’t dead either, they still offer the same SEO benefits that they did back in the day. But now that we’ve established that things have gone multi-platform, you want your reputation to be good and known across the board.
Think of it in the way that companies do when they’re doing a big marketing blast across multiple platforms.
- You’ll hear their name on influencer YT channels
- They’ll buy traditional Google ads
- They’ll make viral tiktoks, or get known creators to become ambassadors/partners
- They may even go real-world with billboards and other sponsored spots
They’re everywhere you’re looking, reading, and watching - so you’ll reach for them when you need their service/product.
What SEO Really Is in 2026
SEO is no longer:
- “Put keywords in your blog post”
- “Rank #1 on Google”
- “Get backlinks”
SEO is now:
- A multi-platform discoverability strategy
- Every platform is a search engine.
- A trust and brand authority strategy
- People verify your claims across multiple ecosystems.
- A content format diversification strategy
- One idea > many formats > multiple engines > many touchpoints.
- A visibility strategy, not just a click strategy
- Even zero-click searches build brand exposure.
SEO didn’t die. It evolved.
SEO Is Not Dead.
- Absolutely not.
- Google-only SEO is dying.
- Keyword-only SEO is dying.
- Click-dependent SEO is dying.
But:
- Websites are still essential
- AI still needs human-created sources
- People still research across many platforms
- Businesses still need to be discoverable everywhere
SEO is not dead - it has become “Search Everywhere Optimization.”
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