Generative AI is not killing SEO; instead, its reshaping it and opening up new avenues for content discovery. As AI systems like ChatGPT and Googles AI features evolve, they are changing the way users find information, creating a demand for high-quality, authoritative content that can be cited in AI-generated responses. This shift means that marketers and content creators must adapt to a new landscape where the focus is on becoming a trusted source rather than just aiming for top rankings.

In a recent discussion, Googles Gary Illyes made a significant statement: you dont need specialized optimization strategies like AEO or GEO to rank in AI search. Instead, standard SEO practices are sufficient for both AI Overviews and AI Mode. This revelation is crucial for marketers and content creators navigating the evolving landscape of search engine optimization. Illyes emphasized that AI is deeply integrated into every stage of the search processfrom crawling and indexing to ranking.