THE FUTURE OF SEO IN THE AGE OF AI PLATFORMS
The SEO world has never been short of dramatic headlines. Every few years, a new algorithm update, platform or technology sparks the familiar chorus: “SEO is dead.” And yet, time and again, SEO proves itself not only alive but evolving — adapting to the ways people search, discover and make decisions online.
Right now, the conversation has shifted to AI. Tools like ChatGPT, Gemini and Perplexity are changing how users interact with information, leading many to question what role SEO has left to play. But rather than a threat, this shift signals something much bigger — a transformation in digital discovery and how brands show up in it.
In the article below, SEO strategist Kezia Bibby explores why AI discovery isn’t killing SEO at all — it’s simply helping it grow up.
AI Discovery Isn’t Killing SEO — It’s Just Growing Up
Let’s retire the phrase “SEO is dead”.
It’s been declared dead more times than I can count — every time a new platform, algorithm or search behaviour emerges. But here we are, nearly two decades into my career and SEO is still evolving, still relevant and still delivering results.
What’s happening now with AI platforms like ChatGPT, Gemini and Perplexity isn’t a death knell. It’s a shift. A maturation. A broadening of what discovery looks like in a digital world that’s always been dynamic.
From Search To Discovery
The way people find and evaluate brands is changing. AI chat platforms aren’t replacing search engines — they’re expanding the landscape. Users are still asking questions, still researching, still comparing. But now, they’re doing it in conversational windows, not just search bars.
This isn’t the end of SEO.
It’s the next chapter.
Why SEO Still Matters (More Than Ever)
The fundamentals haven’t changed:
- People still use language to express intent.
- Brands still need to be found, understood and trusted.
- Your website is still your shop window — and now, it’s also your AI training data.
What’s new is how visibility works.
AI assistants don’t just index — they interpret. They summarise, cite and recommend.
That means your brand needs to be structured, clear and consistently represented across platforms.
If your content is well-structured, your brand is well-understood and your digital footprint is strong — you’re already ahead.
The Opportunity In AI Discovery
Here’s the part that’s getting lost in the panic:
AI referrals are already showing up — and they’re often higher quality.
Users arriving from AI platforms tend to be:
- More informed.
- More trusting.
- More ready to act.
That’s not a threat.
That’s a gift.
SEO professionals who understand technical structure, brand language and user intent are already shaping how brands show up in AI answers. This is the next wave of visibility — and it’s built on the same foundations we’ve used for years.
Better Engagement, Higher Conversions, Smarter Visibility
Recent studies highlight that users arriving via AI platforms are far more likely to convert than those from organic search:
- ChatGPT: 15.9% conversion rate.
- Perplexity: 10.5%.
- Claude: 5%.
- Gemini: 3%.
- Google Organic: 1.76%.
These users aren’t just browsing — they’re arriving with intent, having already engaged with AI-generated answers that build trust and context.
AI discovery also brings:
- Deeper engagement through brand mentions and citations.
- Smarter visibility in answer sets, not just rankings.
- Assisted conversions from users who return after initial AI interactions.
In short: AI visibility isn’t just about being seen — it’s about being chosen.
So, What Now?
- If you’re a brand: keep your head, keep doing SEO.
- If you’ve got a good SEO: trust that they’re adapting.
- If you’re in SEO: this is your moment to evolve, not retreat.
AI discovery isn’t killing SEO. It’s just growing up — and taking us with it.
About the Author
Kezia Bibby is a digital strategist and SEO consultant with two decades of experience helping brands navigate the evolving search landscape. She’s worked on voice and AI research for Microsoft and now focuses on AI platform visibility — shaping content strategies for discovery across ChatGPT, Gemini, Perplexity and beyond. Kezia believes in calm, clear thinking amidst tech hype and in building digital ecosystems that reflect real brand value. Read more about improving visibility in AI platforms or connect with her on LinkedIn.
Sources:
https://ppc.land/ahrefs-study-finds-ai-search-visitors-convert-23x-higher-than-organic-traffic/
https://www.semrush.com/blog/ai-search-seo-traffic-study/
https://www.knotch.com/content/llms-vs-seo-inside-knotchs-latest-data-on-evolving-audience-behavior
https://www.hashmeta.ai/blog/master-seo-kpis-for-ai-driven-success
