SEO Faces Existential Risk as AI Upends Traditional Strategies

New AI Tools Upend Traditional SEO Strategies

Global – The rise of conversational AI and large language models (LLMs) is forcing brands to rethink their approach to search engine optimization (SEO), according to industry experts.

"SEO is far from obsolete, but it's undergoing a profound transformation," said Alban Renard, Director of Expertise and Innovation at digital marketing agency CyberCité. "As search engines move beyond just indexing content to synthesizing and interpreting it, brands have to expand their playbook."

Emerging concepts like Generative Engine Optimization (GEO) and Knowledge Engine Optimization (KEO aim to capture this shift, focusing on how content is perceived by AI-powered search assistants rather than just keyword rankings. Google's new E-E-A-T framework, which evaluates content based on Experience, Expertise, Authority and Trustworthiness, is also shaping the new SEO landscape.

"SEO is no longer just a technical lever or siloed strategy – it has to be part of a broader ecosystem approach encompassing branding, social media, public relations and more," Renard explained.

Google remains the dominant search platform, but industry sources say it is increasingly used as a gateway to other channels. Brand-related queries now make up a significant portion of searches, as users turn to the tech giant for navigational purposes rather than pure research.

"The SEO playbook has to evolve beyond just keyword optimization and content production," noted one senior marketer at a leading global agency. "Brands need to think holistically about their digital footprint and how AI assistants perceive their authority and trustworthiness."

This shift comes as AI-powered chatbots and knowledge engines like ChatGPT gain mainstream adoption. While these tools open up new possibilities for content creation and customer engagement, they also disrupt traditional SEO tactics that have long been the bread and butter of digital marketers.

"It's a whole new game," said Renard. "Brands have to rethink their visibility strategies from the ground up to stay relevant in this AI-first world."