SEO Isn’t Dead. It’s Just Smarter
Over 60% of Gen Z now uses TikTok as a search engine. And Google? It’s quietly admitting what we already know: AI tools and social platforms are changing how people discover information.
To be fair, Google didn’t have to say it out loud. We see it every time we search. The landscape is changing. FAST.
This feels like a full circle “told ya so” moment. I’m trying to stay humble over here…but we’ve been saying this for years. A full decade ago, we started advising clients to bring back the FAQ and optimize for question-based search—especially to prepare for voice. What we didn’t see coming was just how fast everything would accelerate once it landed.
Now, users expect answers instantly, often without clicking a single link. Google’s Search Generative Experience (SGE), ChatGPT, Perplexity, TikTok, heck, even Instagram captions… they’re all shaping how people find what they need.
If you’re still optimizing like it’s 2015, your content is probably invisible.
Enter: Answer Engine Optimization (AEO)
We’re not just optimizing for search engines anymore — we’re optimizing for answers. That means your content must be:
- Natural in tone
- Structured for scanning
- Enriched with schema
- And ready to be lifted into snippets and AI-generated responses
In short: Show up where the answers live and talk like your audiences talk.
Yes, we still do SEO. And AEO. And GEO.
What does all of that even mean??? It means: We still do keyword research…only now we build semantic clusters around real questions.
We still write long-form content…but it must be skimmable, structured, and genuinely helpful.
We still build backlinks (sometimes)…but we prioritize EEAT: Expertise, Experience, Authoritativeness, and Trust. Because today, who says it matters as much as what’s being said.
What’s New—and What to Try Now
We’re helping clients:
- Shift from a keyword-focus to question-answering
- Use schema markup (FAQ, HowTo, Article) to stand out
- Target voice search and AI summaries
- Balance quick answers with deeper, human insight
One client rebuilt their blog around high-intent queries and saw double-digit growth in traffic and conversions. Then we both took home SEO awards for it (woohoo!). That’s what happens when you evolve with your audiences. Awards. Happiness. Fulfillment. (Okay, okay, that wasn’t super humble, I know…sigh).
TL:DR? Don’t Abandon SEO. Evolve It.
Search isn’t dying. It’s multiplying. From traditional search to AI, chat, and voice—your content has to meet users wherever answers are served.
If it’s helpful, structured, and easy to surface, you’re leading the pack. Way ahead of the game. Go, you! Gold stars all around.
