SEO in the Age of AI: Is It Truly on a Dying Path?

Google’s recent Search Off the Record podcast sparked a heated conversation across the digital landscape, raising the provocative question: Is SEO on a dying path? As artificial intelligence (AI) continues reshaping search dynamics, the debate underscores the uncertainty surrounding the future of search engine optimization (SEO). While Google’s internal perspectives paint a rosy picture, many digital marketers and publishers argue that the reality tells a different story.

The Question That Won’t Go Away: Is SEO Dying?

During the podcast, the topic arose when John Mueller posed a bold question:

“So, do you think AI will replace SEO? Is SEO on a dying path?”

Gary Illyes, another Googler, dismissed the idea, highlighting that SEO’s demise has been predicted for decades. He’s not wrong. Back in 2004, Google started cracking down on popular SEO practices of the time, like reciprocal links. This upheaval left many SEO practitioners scrambling for explanations, giving rise to the infamous “Sandbox” theory. Speculation became a coping mechanism for those who couldn’t keep up with Google’s evolving algorithms.

Fast forward to today, speculation remains rampant as SEO grapples with yet another seismic shift: AI-powered search.

Google’s Perspective: The Role of RAG in AI Search

As the discussion progressed, Lizzi Sassman steered the conversation toward SEO’s relevance in 2025 and beyond. This led to a deep dive into Retrieval Augmented Generation (RAG) — a technique where AI retrieves information from external sources (like a search index or knowledge graph) to generate factual and up-to-date responses. RAG, according to John Mueller, bridges traditional SEO with AI-driven search engines.

Mueller emphasized that even AI-powered search engines like Perplexity AI rely on fundamental principles of crawling, indexing, and ranking. This continuity, he argued, underscores SEO’s enduring importance. However, while the Googlers waxed optimistic about RAG’s potential, they sidestepped a pressing issue: the devastating impact AI algorithms have had on countless publishers over the past year.

The Real Impact of AI on Search

The Googlers’ discussion primarily focused on the front end of AI search — the flashy interfaces and natural language queries that users interact with. But the more profound changes lie on the backend, where opaque AI algorithms determine authority, topical relevance, and even the “humanity” of content.

Organic SERPs: A Relic of the Past

For years, digital marketers have speculated that the traditional ten-blue links were on their way out. With AI’s rise, this prediction has become a reality. Today’s users increasingly rely on conversational queries and expect precise, contextually aware answers. This shift unsettles many SEOs whose strategies were built around the keyword-based query paradigm.

The Backend Algorithms: A Capricious Challenge

AI-powered algorithms have become notoriously capricious, making sudden, unexplainable changes that can devastate a publisher’s traffic overnight. These backend changes often feel arbitrary, with websites losing rankings one month only to regain them later without explanation. This unpredictability creates a challenging environment for publishers and SEOs alike, leaving many questioning the stability of the ecosystem.

The Human Toll of AI Integration

While Google’s executives enthusiastically discuss AI advancements, they often gloss over the human cost. Over the past year, thousands of publishers—from small blogs to major media outlets—have seen their traffic decimated by AI-driven algorithm updates. These losses represent not just statistics but livelihoods, communities, and voices within the greater web ecosystem.

Despite this, Google’s leadership has struggled to address these concerns. CEO Sundar Pichai’s vague assurances about supporting the web ecosystem have done little to reassure those affected. For many, the core question isn’t whether SEO is dying but whether publishing itself is at risk of decline.

The Future of Search: Opportunities and Challenges

AI’s integration into search brings undeniable opportunities. Tools like RAG can improve the accuracy and relevance of search results, making it easier for users to find the information they need. But for content creators, this evolution raises pressing questions:

• How do you optimize for natural language queries? Traditional SEO strategies focused on keywords and link-building. Now, creators must consider how their content aligns with conversational queries that mimic human speech.
• How can publishers navigate opaque algorithms? The unpredictability of AI-driven algorithms demands greater adaptability. Publishers must invest in data analysis and diversify traffic sources to mitigate risks.
• What role will authority play in rankings? As AI continues to prioritize signals of authority and topical relevance, smaller publishers may struggle to compete with established brands. This imbalance risks narrowing the diversity of voices online.

Bridging the Gap: A Call for Transparency

If SEO is to remain viable, Google must address the growing disconnect between its optimistic outlook and the realities faced by the web ecosystem. Greater transparency around algorithm updates and ranking factors could help SEOs and publishers adapt more effectively.

Furthermore, Google has an opportunity to foster a healthier ecosystem by:

1. Supporting diverse publishers: AI advancements should not come at the expense of smaller players. Initiatives that provide tools, resources, and visibility for diverse content creators can help preserve the richness of the web.
2. Promoting ethical AI practices: Clear guidelines and accountability measures can ensure that AI systems prioritize fairness, accuracy, and inclusivity.
3. Engaging with the community: Open dialogue with SEOs, publishers, and users can help Google better understand the challenges facing the ecosystem and identify collaborative solutions.

A New Era for SEO

The rise of AI in search undeniably marks a turning point for SEO. While traditional practices may evolve or fade, the core principles of discoverability, relevance, and optimization remain as critical as ever. For SEOs and publishers willing to adapt, the future holds new opportunities to connect with audiences innovatively.

However, this evolution also demands accountability from tech giants like Google. As AI continues to shape the digital landscape, transparency, fairness, and inclusivity must guide its implementation. Only then can SEO thrive in the age of AI — not as a relic of the past but as a dynamic force for the future.