But my version says, “You know nothing about SEO in 2025, Deven Bhagwandin.”
AI has changed SEO so much that I (personally) don’t think anyone knows what’s what anymore.
This month, I need to contact those in my network and get their opinions and thoughts. Perhaps I’m missing something, or I’m more scared about AI than I should be…
Or maybe it’s because I simply can’t wrap my head around the technical aspects of AI and how SEO fits into it now. But here’s what I’ve heard so far…plus some of my theories.
AI Has Infiltrated EVERYTHING
Let me tell you a little story…it’s quick, so bear with me:
I needed some information the other day, so I quickly opened the ChatGPT app and asked my question…
I spoke out loud and got a verbal answer.
Then, I asked a follow-up question and discussed things until satisfied.
There is so much in that interaction that I’m both excited and depressed. First, I’ll point out that I went to ChatGPT for information, not Google.
This is why SEOs are constantly asking if their job is obsolete.
Second, it’s like the future is now, and I can converse with AI until I’m happy. That’s some Jetsons/Star Trek/Star Wars shit right there.
“SEO Isn’t Going Anywhere…”
Or so they keep repeating.
But I just don’t feel that in my bones.
To touch on something I’ve mentioned above, John Mueller (Google Search Relations Coordinator) recently asked Gary Illyes (Google Search Team Analyst) if SEO is “on a dying path.”
Illyes optimistically responded by reminding us that SEO has been criticized since 2001 and that he’s not worried about it going extinct.
I feel there’s something to that.
So, instead of SEO dying, I suppose it needs to change drastically. We used to tell people not to write content for the algorithm (because that’s what we all do, like it or not).
Now, we’ll need to tell them not to write content for AI…or probably just to stop writing content altogether.
I’m joking, of course…sort of.
When I say not to write for AI, I mean don’t treat content like it needs to rank highly for AI to find it.
No matter how you spin it, no matter how positive your thoughts on SEO are, what we thought of as SEO is dead, and something new is rising.
I cannot help but equate this to a geological extinction event.
A Little Side Note on SEO in 2025
I recently filmed a practice video for Penpixel Creative. In it, I asked potential clients, “How is your company going to stand out now that AI is answering all of the users’ questions?”
A better way of putting this is, “How is your company going to be discovered if AI answers all questions?”
SEO has traditionally been the part of your content strategy that deals with the extreme top of the marketing funnel. It helps bring awareness to your brand, company, or services.
However, AI kills the awareness section and directly gives users a solution. So, if people don’t already know about your company, how are they going to know about your company?
You get what I’m asking, right?
Moving into My SEO and Content Strategy for 2025
This is what I’m telling clients in 2025:
“Stop thinking of search engine rankings, and start answering the questions your audience is asking.”
A brand director friend caught me saying that as I described my SEO issues. He yelled, “THAT’S IT,” as I spoke and made me write it down immediately.
It turns out that I’ve known where I want to go this entire time.
Deven Bhagwandin 