Is SEO dead... again? The question pops up every few years, stretching all the way back to 1997. It reappears with every major update to Google's algorithm. To date, those obituaries have always been premature.
SEO is still a vital part of any business or information hub that wants to find an audience online. While a greater emphasis on user intent, trustworthiness, and the rise of AI-powered search has rendered many outdated strategies obsolete, these very updates are what keep SEO alive.
What’s changed is how SEO is implemented.
So, is SEO still relevant in 2025? Absolutely. But keeping your site relevant means adapting to evolving search technologies and meeting the expectations of an increasingly internet-savvy audience.
Table of contents
How Many Times Has SEO "Died" Before?
SEO has died and come back to life more times than Jason Vorhees:
- In 1997, Richard Hoy, whose career in online marketing dates back to its inception, said that SEO is a "dead-end" and "a big waste of time," noting that sites' ranking decreases as businesses invest more in other online marketing channels (I wonder why.)
- In 1998, with Google's founding and the advent of PageRank, off-page factors like backlinks became more important in search, leading many to believe on-page factors like keyword frequency were no longer matter (Spoiler: they still are in 2025).
- In 2003, Google released its Florida Update, its first major change to its algorithm. The update actively penalized sites for "black-hat" strategies like keyword stuffing and cloaking, leaving many SEO-ers clueless about how to maintain visibility. The Brandy Update in 2004, emphasizing quality and relevance, further contributed to this "demise."
- The Panda Update (2011) targeted "content farms" with thin content duplicated among sites; the Penguin Update (2012) targeted spammy backlink practices; the Hummingbird Update (2013) prioritized pages that catered to user intent and more realistic semantics. No more keyword-stuffed "car accident lawyer" articles written in 20 minutes and linked …linked from a hobby blog about tea recipes showing up on page one.
- In 2015, Google introduced RankBrain, a machine-learning AI that prioritized user experience and relevancy over strict keyword matching. Some believed this marked the end of SEO as it moved away from traditional optimization techniques.
- With the rise of voice search in 2018, and Alexa, Siri, and their robotic pals taking over, some predicted voice search would bury traditional SEO. Turns out, SEO didn’t die—it just learned to speak conversationally and answer questions like, “Where can I get tacos at 2 a.m. near me?”
- In 2019, the BERT Update improved Google's ability to understand the context and nuance of search queries. Marketers feared this would make optimizing content for search engines obsolete, but it only elevated the need for content that answers questions without sounding like a robot wrote it.
- In 2022, Google's Helpful Content Update explicitly rewarded high-quality, user-focused content while penalizing content created solely for SEO purposes. Cue the panic: "Google Hates SEO Now!" (Spoiler: They don’t—they just hate lazy content).
- In 2024, the rise of AI tools like ChatGPT and Google's Bard led to widespread debates about whether SEO could survive in an AI-dominated search environment. Many predicted AI would finally kill SEO. Instead, it gave us Generative Engine Optimization (GEO)—a sibling or subcategory of SEO and another fancy new acronym for making sure your content isn’t lost in the AI shuffle.
Yet, here we are in 2025, optimizing for the next wave of search behavior. The idea that "SEO is dead" largely comes from marketers who fail to adapt to emerging trends.
#1 Reason SEO is Still Relevant in 2025? Money.
For any business looking to find a marketing channel's relevance, ROI is the first place they should look.
According to Search Engine Journal's State of SEO Report 2025:
91% of survey respondents reported that "SEO positively impacted website performance and marketing goals in 2024."
97% of organizations with robust SEO efforts said that SEO positively impacted performance and goals.
Organizations with low or medium SEO efforts are 5x more likely to lack visibility in AI search.
85% of digital marketers predict AI will positively impact SEO.
On average, organic traffic drives 40% of all site traffic.
According to additional sources:
49% of respondents said organic search had the highest ROI for them. Only 19% of respondents said paid search yield the biggest returns, 18% said social media marketing, and 14% said email marketing. (Source)
Many businesses report a range ROI from SEO from 550% to 1,220%. (Source)
Businesses that consistently invest in SEO often see significant increases in organic traffic, with some reports showing a 14.6% conversion rate from SEO leads compared to only 1.7% from outbound marketing.
Why SEO Delivers Strong(er) ROI
Organic traffic is free (almost).
While there’s an upfront cost to optimize your website and create high-quality content, and updates to a page should be made every few years, once you rank, you’re not paying for every click like you would with PPC ads. This means lower costs per acquisition in the long run.
Paid ads stop working the second your budget runs out. While pay-per-click advertising delivers immediate results, it’s expensive and unsustainable without a hefty budget. SEO, on the other hand, keeps working for you long after the initial investment.
Building a following on social platforms takes time and often relies on unpredictable algorithms. SEO, by contrast, gives you a direct path to users actively looking for your offerings.
How Can I Keep My SEO Relevant in 2025?
Algorithm updates and new technology can frustrate SEOs that are stuck in their ways. But they create additional opportunities for those willing to adapt:
The GEO-AIO-SEO Revolution
From Google's Search Generative Experience (SGE) to tools like ChatGPT, AI is reshaping the way users interact with search engines—and how businesses approach SEO.
Truthfully, AI has been an integral part of search since 2001, when Google began using language-based machine learning to identify misspellings and adjust searches to the correct phrase.
Furthermore, advancements in voice search and AI search actually depend on organically ranked pages to give them the information they relay to users.
AI in the SERP
AI-generated summaries, like Google’s SGE, aim to give users direct, concise answers without requiring them to click on multiple search results. This has raised concerns about reduced click-through rates (CTR) for organic listings, but it also offers new opportunities:
- Content optimized with clear headings, bullet points, and schema markup is more likely to appear in AI-generated answers.
- AI prioritizes sources it deems trustworthy. As you work to make your site demonstrate expertise and authority, AI responses will pick it up just as much as new users.
What is Generative Engine Optimization (GEO)?
Generative Engine Optimization (GEO) is the SEO of the AI era. Instead of an SEO-killer, it can be best seen as part of a greater SEO strategy. Webpages can cater to GEO and SEO-AI and humans-alike without sacrificing rankings for either one.
Here's how you can do it:
- Focus on long-tail, question based keywords and phrases
- Get rid of long paragraphs and walls of texts; scannable content with subheaders and lists is easy for both humans and AIs to read through
- Look at AI overviews for inspiration for your content and emulate (don't copy) what they produce
- Ask ChatGPT or other AIs how to rank well in AI for specific queries
Avoiding Over-Reliance on AI
AI can enhance your SEO strategy, but relying too heavily on it has its pitfalls.
While AI tools can churn out content at scale, they often lack the nuance, creativity, and an expert perspective that human writers provide.
Google values unique content. As more sites rely on AI-produced content, it opens up opportunities for SEO-ers that are doing quality work.
Zero-Click Searches and Featured Snippets
Zero-click searches are becoming the norm, with users often finding answers directly on the search results page through featured snippets, knowledge panels, or AI-generated summaries.
How to Optimize for Zero-Click Searches
- Use bullet points, numbered lists, and concise paragraphs to answer common questions clearly and succinctly.
- Address user intent immediately in your content, especially at the beginning of articles or FAQ sections.
- Implement schema markup to help search engines understand and present your content.
While zero-click searches reduce traditional click-through-rates (CTRs), owning the featured snippet can still drive significant traffic and position your brand as an authority.
Upgrade Your Keyword Game
Keywords have always been at the core of SEO, but how we use them has evolved. Gone are the days of stuffing pages with exact-match phrases or including long lists of similar phrases at the bottom of a page.
In 2025, SEOs need to use keywords naturally and tailor their content to user intent and natural language.
- Voice search and AI have made conversational, question-based phrases more important than ever.
- Optimize for different types of intent (informational, navigational, transactional) to capture users at every stage of their journey.
- Prioritize keywords in title tags, headers, meta descriptions, and the opening sentences of your content. This is actually one of the aspects of SEO that hasn't changed (and likely never will).
Multimedia and Voice Search
Text-based content isn’t enough for competitive industries. Search engines are increasingly prioritizing multimedia, such as infographics with easily digestible and information, and voice-friendly content, such as long-tail keywords (yes, they're a common theme).
Optimizing for Multimedia
- Videos: Use descriptive titles, tags, and transcripts to ensure your videos rank in search results.
- Images: Optimize alt text and file names to improve image search visibility.
- Podcasts: Include detailed show notes and keywords to make your audio content more searchable.
Optimizing for Voice Search
- Focus on conversational keywords and questions that mimic how people speak.
- Create content that directly answers common questions users might ask their voice assistants.
Local SEO Is as Important as Ever
As more users search for services "near me" or and Google uses their precise location, old school-but not spammy-local SEO tactics in a search space diluted by AI content.
Local businesses should claim their Google Business Profile, keep it up-to-date, add FAQs, products, and services, and ensure NAP (name, address, and phone number) information and hours are consistent with other citations online.
Encouraging positive customer reviews is especially helpful as users become less impressed by spammy tactics or clickbait headlines.
With local searches accounting for nearly half of all Google queries, optimizing for local SEO is still paramount for businesses with a physical presence.
Future Trends in SEO for 2025 and Beyond
While the fundamentals of SEO—quality content, relevant keywords, and user experience—remain important, new technologies-beyond just AI-and user behaviors are transforming how optimization works.
Hyper-Personalization and Predictive Search
Search engines are moving beyond reactive algorithms and into the realm of predictive search, where results are tailored to user preferences even before they type a query.
- Smart assistants like Google and Siri use data like location, behavior patterns, and past searches to suggest results proactively. For example, suggesting “coffee shops near me” based on your morning routine.
- Ensure your content anticipates user intent and addresses potential needs. The more your content aligns with predictive algorithms, the more visibility you’ll gain.
The Role of Augmented Reality (AR) and Visual Search
AR and visual search tools, like Google Lens, are becoming a significant part of how users interact with search engines.
- Users can now search with images instead of text. For example, a user can take a photo of a product they want to buy and find similar items online.
- Ecommerce and local businesses can take advantage of AR by enabling users to “try on” products or explore spaces virtually.
- Use structured data and descriptive alt text for images. High-quality, engaging visuals that are AR-compatible can help businesses stand out in search.
User-Generated Content (UGC)
User-generated content, such as reviews and testimonials, is becoming increasingly important for SEO as search engines prioritize authenticity and trust.
- Positive reviews on platforms like Google, Yelp, and industry-specific directories not only improve your visibility but also build trust with users.
- Participate actively in forums, social media discussions, and platforms like Quora or Reddit to showcase authority and connect with your audience.
- Highlight customer testimonials, ratings, and user stories on your site to create engaging, relatable content.
Search Without Queries
Search engines are increasingly relying on proactive recommendations, where results are delivered before users even enter a query.
- Smart assistants and search engines now recommend services or products based on contextual clues, like time of day or user location.
- Ensure your content is evergreen, engaging, and optimized for user intent so it becomes a top recommendation.
Practical Tips for SEO Success in 2025
Staying ahead in the ever-changing world of SEO requires a mix of strategy, adaptability, and focus on user experience.
Here's how you can keep up:
- Create high-quality, user-first content that addresses specific needs and provides real value. Avoid generic or overly AI-generated content.
- Focus on long-tail and conversational keywords to align with voice search and AI-driven algorithms.
- Optimize for multimedia by using descriptive titles, tags, alt text, and transcripts for videos, images, and podcasts.
- Invest in technical SEO to ensure your website is fast, secure, and mobile-friendly, and meets Core Web Vitals requirements.
- Use schema markup to help search engines understand your content and improve its chances of being featured in snippets.
- Build high-quality backlinks through guest posts, partnerships, community engagement, and media opportunities rather than relying on spammy link-building tactics.
- Stay on top of algorithm updates and monitor your analytics to identify what’s working and where you can improve.
- Leverage AI tools for keyword research, content planning, and data analysis, but maintain a human touch in the final product.
- Encourage positive reviews and user-generated content to enhance credibility and local SEO performance.
- Be adaptable. SEO is constantly evolving, so flexibility and a willingness to learn are key to staying ahead of competitors.
SEO in 2025: Alive and Breathing
The truth is, every time someone writes SEO’s obituary, they're largely writing about a search landscape that's decayed by poor content. What worked five or ten years ago might not cut it today, but that doesn’t mean SEO is dead-or even middle-aged.
Want to make sure your site and business stays relevant to users, search engines, and AI? Contact Hexxen online or call (314) 499-8253. Our team of experts can help you stay ahead and keep your business thriving in 2025 and beyond.
