Absolutely—SEO is still working in 2025, but it’s evolving significantly rather than staying the same.
Here’s a breakdown of the search engine optimization landscape for AI, SEO, AEO and GEO:

What’s Changing: The Impact of AI on SEO

  • AI-Powered Answer Engines & Zero-Click Searches
    Google’s AI Overviews (part of their Search Generative Experience, introduced in 2023–2024) now deliver direct, AI-generated summaries at the top of search results. These often answer users’ queries without needing them to click through to a website—leading to a surge in “zero-click” searches however, the presence of a website on for example positioned on Page 1 Google make this possible to be discovered in AI.

  • Drop in Referral Traffic
    Many major publishers have seen dramatic traffic declines—some up to 40%—because these AI summaries reduce clicks to their sites. However, once again the presence of a website on for example positioned on Page 1 Google make this possible to be discovered in AI.

So while Google still sends billions of clicks daily, fewer users are visiting sites for basic informational queries. This may affect your reporting results however, not the actual SEO ranking results and bottom line results to help you be found both online through content and voice engines such as AI.

SEO Isn’t Dead—But the Rules Have Changed

Traditional SEO still matters—but success now depends on adapting to new priorities:

1. AI‑Aware Content (AEO, GEO, AI‑SEO)

New approaches like Generative Engine Optimization (GEO) and Answer Engine Optimization (AEO) focus on making your content easy for AI tools to reference and cite—think clear structure, bullet points, concise facts, and structured metadata.

2. High‑Quality, Authoritative Content

Thin or purely AI-generated content won’t cut it. Google continues to favor original, insightful, expert-driven content that meets its E‑E‑A‑T standards (Experience, Expertise, Authoritativeness, Trustworthiness).

3. Technical SEO & Structured Data

Optimizing features like structured data (schema), Core Web Vitals, site speed, and crawlability is more important than ever. These help both Google and AI models understand and surface your content effectively.

4. User‑Centric Strategy

SEO is shifting from keyword-stuffed pages to user-intent-driven content. Understand your audience’s needs and pain points, and craft content that answers those needs comprehensively.

5. Analytics Beyond Clicks

Measure success through branded searches, visibility in AI overviews, engagement signals, conversions—not just click-through rates.

Community Insights from Marketers

“SEO isn’t dying; it’s evolving. It remains a key pillar of digital marketing—but works best when integrated with a multi‑channel approach, including social media, paid ads, and email marketing.”
— r/DigitalMarketing

“90.63% of content gets zero traffic from Google. The game changed. … SEO still matters. But GEO decides who wins.”
— r/b2bmarketing

These reflections echo the consensus: traditional SEO alone isn’t enough. Incorporating AI, multi-channel visibility, and strategic adaptation is key.

So, Is SEO Still Working in 2025?

Yes—but only if it evolves. Here’s what success looks like:

  • Optimize for AI and humans alike, using structured, easily digestible content.

  • Double down on expertise and originality to stand out in a crowded, AI-curated landscape.

  • Improve technical foundations so both search engines and AI readers can access and cite your content.

  • Measure broader signals of performance, including visibility in AI summaries, brand presence, and conversions—not just page visits.

  • Leverage multi-channel strategies—SEO, plus social, email, paid, and community platforms.