SEO Is Dying…And Most Aren’t Ready For It

I was listening to a podcast recently where an SEO professional was interviewed about his opinion regarding the impact of AI on the SEO industry. He essentially said:

“I don’t think AI will destroy SEO at all. It will still be very, very relevant for many years to come.”

Listening to him, I couldn’t help but think, “My goodness. Do you actually believe what you’re even saying right now??”

In psychology, this state of denial is known as “self-serving bias,” a situation in which someone interprets information in a way that is favorable to their own interests.

But, the reality is, we are seeing this self-serving bias EVERYWHERE these days.

Why?

Because AI, for many, is scary, as well it should be.

At its core, AI is the greatest paradox we’ve ever experienced as humans.

It represents a possible future of incredible innovation, efficiency, and prosperity.

It also represents a future that is incredibly uncertain, rife with job displacement, industry disruption, and more.

The most likely outcome is that we will experience BOTH of the above.

And when it comes to marketing, most of the industry we know today will look very different in five years.

Goodbye SEO As We Know It

Which brings me back to SEO.

SEO, as we know it, is dying.

Let’s not beat around the bush. Doing so would be intellectually dishonest and would not help anyone evolve in the long run.

I say this even though They Ask You Answer has been considered by many to be the best book ever written on content marketing strategy and SEO.

And based on the case studies I’ve seen over the years as to the impact TAYA has on SEO, I would certainly say there’s an argument to be made for this.

But I’m not going to sit here and try to protect the past, nor will I protect anything I’ve ever written.

The principles of TAYA will always remain relevant. Always. But TAYA as an SEO strategy for Google? Yeah, that’s going to change.

And it’s changing because Google is changing.

And Google is changing because it is being forced to change by OpenAI and others.

We’re entering an era where “search” engines will not only give direct answers (without taking you to a site) but even perform real-time tasks (like purchases).

For 25 or so years, for the most part, we’ve used Google search one way.

But, as they say, them days are over.

And a new era will now begin.

This era, though, will see iterations we can’t fathom.

We won’t recognize the search experience in just a few years.

It will look nothing like it looks today.

And then, before you know it, it will change again. And again, And again.

But I digress.

How Can You Remain Search Relevant?

So, of course, the question is what can you do NOW to remain relevant in search and be found online?

First off, I’m giving a free, deep-dive webinar on this very topic on June 18th. You’re invited to attend, and it will be worth your time. No BS. No fluff.

Second, you have to stop thinking so much about “SEO” and much more about “signals” and “brand.”

In other words, you need to do everything you can to create “signals” online that force AI platforms to not only recognize you, but RECOMMEND you as well.

The more (quality)signals you put out to the world, the more opportunity your brand has to grow, evolve, and stand out.

This means if you’ve been slacking on social media, the time has come to an end where you can disregard these platforms. (Are you hearing me B2B service-based businesses?)

This means you need an incredibly effective video marketing campaign that will not only crush on YouTube and social media but also be powerfully integrated into your sales process.

This means you need to enhance the overall user experience of your website and offer more self-service tools than you ever have before.

This means you need to start thinking like a media company.

And this also means you need to pay attention to the constant changes that are happening, and will be happening, around you.

Hard?

Very.

But, again, I’m not going to sugarcoat what’s ahead of us. It’s a daunting task, but if you’re reading this, it likely means you’re up for it.

So, let’s keep things real my friends.

And let’s keep evolving.

SEO, as we’ve known it, is dying.

But new forms of search and getting found will be popping up every day.

And if you’re willing to remove the temptation of self-serving bias, you’ll be ready for whatever may come your way.