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“You don’t need SEO anymore.”
“Search is dead, we only use Chat GPT now.”
“Chat GPT didn’t recommend your website.”
These are things we are all hearing on a daily basis, and if you’re seeing a drop in your traffic, then you might just believe them! But the thing is, SEO is not dead – far from it! Many of the same SEO practices are also used by LLMs and AI bots when deciding who to rank.
At Bubble, we’re here to discuss SEO in an age of AI. What it is evolving into, why it is still very important, and how to remain visible within the new era of search!
If you’re struggling with SEO and need expert advice and support, contact our team today!
AI Transformation is Everywhere
AI is transforming every industry faster than any technology we’ve seen before. From customer service to product development, content creation to workflow automation, AI is reshaping the way businesses operate. And whether you’re a small business owner or leading a growing team, you’ve likely felt the impact already: shifting customer expectations, new tools, new competition, and new ways people discover information online.
Because of the rise of AI, there is uncertainty about visibility. How will customers find you in a world where AI tools are directly answering questions? What happens to search? And should you still be investing in SEO?
As a digital marketing consultancy and strategic partner, we want to clear the fog: SEO matters more now than ever. And businesses that continue to invest in good SEO (the keyword being good!) will be the ones who stay visible and competitive.
AI and SEO: What You May Have Been Seeing
Over the last year, you’ve probably seen posts claiming:
- “SEO is dead.”
- “AI replaces search.”
- “Organic traffic is gone.”
- “There’s no point ranking when AI answers everything for you.”
These statements make great headlines, but that is all they are. They want to stop you in your tracks; they don’t reflect reality.
The truth is: AI hasn’t killed SEO. Instead, basic SEO practices are feeding into the foundation of AI optimisation. When you break it down, many of the core principles are exactly the same.
Search engines (including AI-driven ones) still need to:
- Understand your website – through structured data and schema markup.
- Identify what you offer – through purposeful content.
- Assess your authority – through your backlink profile.
- Evaluate trust signals – through external sources.
- Determine whether you’re a credible source – by combining all of the above.
- Understand user behaviour and needs – the AI evolution focuses on the consumer and the information they want to see.
Whether the result appears in a traditional search page or an AI-generated answer, the underlying ranking signals rely on structured, reliable, and crawlable information.
So, when looking at SEO in an age of AI, it’s safe to say that while the format of search is evolving, the foundations of SEO are still very much alive and essential. The sweeping evolution of AI means businesses need to continue creating and owning purposeful, genuine content for their audiences.
If you want your business to be discoverable, SEO must remain part of your strategy. If you’re struggling with your SEO strategy, then make sure you contact us.
SEO in an Age of AI – Why You Should Continue to Invest
AI search tools are everywhere and accessible to all. Whether served through Google, OpenAI platforms, or other engines, they still rely heavily on the same core SEO principles. From our research and experience of ranking websites, these factors are:
- Clean, organised site architecture
- Clear hierarchy and internal linking
- Fast loading speeds
- Informative, helpful content
- Strong metadata and structured markup
- Demonstrable authority and relevance
If the basics aren’t there, AI simply can’t understand or surface your site, the same way that search engines can’t. And this is where many businesses are currently falling behind. Where there is a lot of buzz about SEO being dead, we’re seeing clients come to us with no SEO best practices at all. If you feel this is you, then please contact us – we can put a plan in place that serves both search engines and LLMs.
Whether it’s an AI tool or a search engine like Google, they are all trying to answer the user’s search or command. If you’re unsure where to start, let’s talk. We can audit your current performance and identify the quickest wins.
How to Remain Visible in AI-Driven Search
A big difference with AI optimisation is that AI doesn’t just analyse your website; it analyses everything around your brand. And this carries more weight than it does in search engines.
To remain competitive in SEO in an age of AI, you need:
1. Reviews and Reputation Signals
LLMs lean heavily on sentiment more than search engines ever have. If customers are talking positively about you online, AI will see that.
So make sure you encourage reviews, collect testimonials, and stay active where your customers share opinions.
NB: Remember to give reviews and testimonials for your clients and partners to help them with their AI optimisation.
2. Brand Mentions and “Noise”
Even unlinked brand mentions help establish authority. This also includes when users search for your name on search engines.
To encourage mentions, appear on podcasts, collaborate locally, and publish thought leadership. This will help you create a footprint.
3. Build High-Quality Backlinks
Links remain a strong trust signal in AI-driven ranking models.
But remember, you don’t need hundreds. Ten good backlinks that you earned are much better than thousands that you have paid for. Make sure they are consistent, relevant, and credible links from reputable sources.
4. Clear, Expert-Led Content
AI models scan and paraphrase content from brands that demonstrate experience, expertise, and trust.
Your content should show your knowledge, your personality, and your authority, and be as original as possible.
5. Local Visibility
Local signals are crucial. More and more users will search for things “near me” or “in London” etc., so make sure your Google Business Profile is up to date and any mentions of your brand’s address are consistent.
6. Consistency Over Time
AI search rewards brands that maintain a strong, steady presence. Short bursts of activity won’t cut it. You need to build momentum. SEO is a marathon, not a sprint, and in an age of AI, this is even more important.
In an Age of AI, Don’t Step Back from SEO; Step Forward With an SEO and AI Marketing Strategy
In today’s technology-driven landscape, AI is at the heart of search.
The businesses that win in the age of AI will be the ones who:
- adapt early,
- stay consistent,
- and invest in visibility rather than waiting to “see what happens”.
It’s important that businesses know that SEO is not disappearing; it’s evolving.
If you want to stay discoverable in search, AI answers, and beyond, now is the time to refine your SEO strategy, strengthen your technical setup, and build brand authority. Bubble can help you do just that!
Ready to future-proof your visibility? For SEO in an Age of AI, work with Bubble.
Let’s build an SEO strategy that works for today’s search landscape. Get in touch with our digital strategy team, and let’s secure your place in the age of AI.