Is SEO Dead, or Just Evolving?

“Will we even call it ‘search’ in two years?” It’s no longer a question of just how SEO is evolving, it’s whether SEO as we know it will change.‍

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“Will we even call it ‘search’ in two years?”

That was the question raised by Udayan Bose, CEO and Cofounder of NetElixir. In a world where AI is becoming more and more integrated into our daily lives, the way people discover information is changing rapidly. It’s no longer a question of just how SEO is evolving, it’s whether SEO as we know it will change.

From Keywords to Conversations to AI Agents

For the longest time, traditional SEO had been centered around search engine algorithms and keywords. However, we are moving toward a future where conversational prompts, chat interfaces, and AI-overviews dominate how people receive their information.

“We’re shifting from a search engine-first mindset to an end user-first world,” said Udayan.

Google’s AI Overviews now appear in over 30% of search queries. Early studies show they also reduce clicks on traditional search results by about 8%. That’s a significant chunk of traffic, especially when SEO still accounts for 30-50% of eCommerce site visits.

So, where’s that traffic going?

Some of it may be shifting to paid listings. Some of it may be lost entirely—satisfied by AI snapshots that eliminate the need to click at all.

Should We Still Call It “Search Engine Optimization”?

Since we have AI agents that can handle tasks like shopping, booking, and research, what are we even optimizing for?

Perhaps search engine optimization should be called user experience optimization, AI discovery optimization, or even shopper experience optimization.

Whichever term you choose, your mindset should still shift from optimizing for platforms to optimizing for the user themselves.

How to Prepare: Advice from Our Own SEO Experts

Be Structured, Clear, and Useful

AI search engines favor content that’s structured, scannable, and answers specific questions. Some tips to optimize:

Formatting content in a Q&A style
Using clear headers
Embedding primary sources and timestamps

E-E-A-T Still Matters

Expertise, Experience, Authoritativeness, and Trustworthiness (E-E-A-T) continues to influence AI relevance. Make sure you:

Include detailed author bios
Cite primary sources
Add fresh data and real-time product updates where possible

Traditional Ranking ≠ AI Relevance

Ranking on Google doesn’t guarantee you will also rank well on AI search results. AI models and traditional search engines evaluate content differently. Short-form SEO pages won’t rank as well on AI engines as in-depth, research-driven content.

What Structured Data Still Delivers ROI?

Product Structured Data is especially valuable for e-commerce brands. Use how-to schema for any instructional content to help AI engines connect your content to user questions.

Does AI Favor Big Brands?

Not necessarily. Generative models like ChatGPT consider multiple factors when selecting or citing sources, including relevance, online visibility, and freshness. Brand name is not the only factor.

So… What Now?

AI is now becoming the primary interface between your brand and your customers. You cannot future-proof your SEO without rethinking your strategy entirely.

The big takeaway, stop optimizing for one search engine. Instead, optimize for how people discover information in an AI first world.

Whether we call it SEO, UXO, or something else entirely, one thing’s clear: the future of digital discovery is being rewritten.