Is SEO Still Worth Your Time in the AI Era? Absolutely—Here’s Why

If you’ve been wondering whether it’s time to toss out your old SEO playbook now that AI is everywhere, you’re not alone. The buzz around AI-powered search has left many digital marketers and small businesses questioning if their hard-earned rankings still matter. Spoiler: they do, and recent research proves it.

Google Rankings Still Matter—A Lot

Recent findings show that websites landing the top spot on Google are often included in AI-generated search answers. If you’re at the top of Google, you’re still in the running when AI platforms like ChatGPT, Perplexity, and Google’s own AI Overviews pull together answers.

But don’t get too comfortable. The higher your rank, the better your chances, but it’s not a guarantee. Further down the list? Your odds drop quickly.

How AI Search Engines Pick Their Favorites

You might think AI just “knows” the best answer, but there’s a method to the magic. Here’s a peek behind the curtain:

Pre-selection: AI tools start by scanning the top Google results, giving preference to pages that already rank well.
Content Extraction: Next, they pull out the bits that answer the user’s question most directly.
AI Synthesis: Finally, the AI blends those snippets into a single, clear answer—often using Google’s Gemini model.

So, if you’re already ranking high, you’re in a good place. But there’s more to the story.

The “Query Fan-Out” Effect: Why Some Surprises Sneak In

Ever notice a source in AI results that didn’t even crack the top results on Google? Two things are at play:

Personalization: Search results can vary from person to person.
Query Fan-Out: AI doesn’t just answer your question—it secretly runs several related searches in the background. For example, if you search for “SEO vs SEM,” the AI might also check “What is SEO?” and “SEO explained.” Pages that answer these side questions can show up, even if they aren’t top-ranked for your original search.

Time to Rethink Your Content Strategy

The old approach was all about creating the “best page”—long, detailed guides that covered every angle. AI, though, is looking for the “best answer.” That means your content needs to be specific and laser-focused on actual questions people are asking.

If someone wants to know about iPhone 15 battery life, you need a clear, direct answer—not just a spot in a lengthy review.

What Should Digital Marketers and Small Businesses Do?

Don’t toss your SEO strategies just yet. Instead, tweak them for the AI age:

Keep working on those top rankings—they still matter for AI visibility.
Break up long guides into sections that answer specific questions.
Optimize for related searches, not just your main keywords.
Write in plain language. AI likes clear, direct answers over keyword stuffing.
Monitor how you’re showing up in both traditional and AI-powered search results.

The Opportunity Ahead

Here’s the kicker: only a portion of top Google results appear in AI answers. That means there’s a lot of room to improve. By shifting your focus from “How do I rank higher?” to “How do I help users with specific questions?” you’ll put yourself ahead of the competition.

For digital marketing agencies and small businesses, this is a chance to refine your approach—not abandon it. The fundamentals of SEO are still working, but it’s time to get sharper and more user-focused.

So, is SEO still worth your time? Absolutely. Just make sure your content is ready for both humans and the smart machines answering their questions.

3 comments

SEO Success Academy

skool.com/seo-success-academy

Welcome to SEO Success Academy – the ultimate destination for business owners, digital marketers and agencies to master the art and science of SEO.