Remember when searching for something online meant opening Google, typing in a few words and scrolling through pages of blue links until you found what you needed? Perhaps you would try another combination of keywords, visit a few websites, compare information and eventually arrive at an answer. That was how we found information for years, and businesses learned to position themselves within that process through Search Engine Optimisation (SEO).
For businesses, the objective was straightforward: understand what people were searching for, create relevant content, optimise websites and work towards appearing among the top search results. The higher a website ranked, the greater its opportunity to attract visitors. However, the way people search for information is changing, and the introduction of artificial intelligence is accelerating that transformation.
Today, someone looking for a marketing agency does not necessarily have to visit several websites to compare their services. They can ask an AI-powered platform to recommend agencies, explain their differences and suggest which might be suitable for their business. Rather than searching with a few disconnected keywords, people can ask detailed questions and receive responses that bring together information from multiple sources.
This is not happening outside traditional search engines either. Google, which helped establish the search experience most of us grew accustomed to, now incorporates AI-powered features such as AI Overviews and AI Mode. Platforms like ChatGPT and Perplexity are also changing how people discover and interact with information. Search is no longer limited to finding links; it increasingly involves receiving answers, exploring recommendations and having conversations.
SEO Is Evolving, Not Disappearing
With these developments, there has been considerable discussion about whether traditional SEO is becoming obsolete. The more accurate position is that SEO is evolving to accommodate new ways of discovering information.
Traditional SEO remains important, but businesses must now consider how their content performs beyond conventional search engine results pages. AI-powered search experiences use language models and information retrieval systems to interpret questions, identify relevant sources and generate responses. This means a business's online visibility is increasingly influenced by how well its content communicates what it does, the value it offers and the subjects it has genuine expertise in.
This has also brought terms such as Generative Engine Optimisation (GEO) and Answer Engine Optimisation (AEO) into the marketing conversation. While these terms describe efforts to improve visibility within AI-generated answers and search experiences, they do not replace SEO. They reflect the need to consider a wider range of discovery channels when developing a digital strategy.
The important question for businesses is no longer just how to rank for a particular keyword, but how to build an online presence that search engines and AI-powered platforms can discover, understand and consider relevant.
AI Is Also Changing How SEO Gets Done
Beyond changing how people search, AI is changing how marketers approach the work itself. Tasks that previously required considerable time and manual effort can now be completed more efficiently with the right tools.
Keyword research, competitor analysis, search intent assessment, content planning and identifying gaps in existing website content are examples of activities that AI can help accelerate. Marketers can also use AI to organise research, develop content briefs, review website copy and interpret information that would otherwise take longer to process.
This creates opportunities to spend less time on repetitive tasks and more time on strategy, creative thinking and execution. However, faster does not automatically mean better. AI-generated content still requires human review, factual verification, subject knowledge and an understanding of the audience it is intended to reach. The technology can support the process, but it cannot independently determine what a business should communicate, how it should position itself or what makes its perspective worth paying attention to.
Ultimately, the advantage is not simply having access to AI tools. It is knowing how to use them effectively.
What Should Marketers Be Doing Differently?
As search continues to evolve, marketers need to look beyond the practices that once defined SEO success. This does not mean abandoning keywords, backlinks or technical website optimisation. Rather, it means expanding the strategy to account for how people now discover information.
First, businesses need to invest in useful, original content. Publishing several articles around popular keywords is no longer a sufficient content strategy. Content should answer real questions, demonstrate subject knowledge and offer perspectives that readers cannot easily find repeated across dozens of other websites.
Second, brand authority deserves greater attention. Businesses should build a credible presence across relevant digital platforms, industry publications, professional communities and other trusted sources. Consistent brand information, genuine mentions and evidence of expertise can contribute to how a business is understood online.
Third, websites must remain technically accessible and well-structured. Search engines and AI-powered systems need to discover and process website content. Businesses should pay attention to indexing, internal linking, mobile experience, page performance and ensuring that important information is accessible to search systems.
Finally, marketers should broaden how they measure online visibility. Website rankings and organic traffic remain useful indicators, but they do not tell the entire story. It is increasingly important to understand how audiences encounter a brand, what sources inform their decisions and whether the business is appearing in relevant AI-powered discovery experiences.
Where Does This Leave Businesses?
The changing face of SEO presents both a challenge and an opportunity. Businesses that continue to approach digital visibility with yesterday's assumptions risk overlooking how their audiences are finding information today. Those willing to adapt have an opportunity to build stronger digital presences that serve both traditional search and emerging AI-powered experiences.
At DO Mark Media, we recognise that effective digital marketing requires more than keeping up with the latest tools or chasing changes in algorithms. It requires understanding how technology, communication and consumer behaviour intersect. Our approach brings together strategic thinking, content development, digital PR and digital marketing to help businesses build recognisable brands and connect with the audiences that matter.
We also recognise the role AI can play in making research, planning and execution more efficient. By combining these capabilities with human insight, creativity and strategic direction, we can approach digital visibility with a broader perspective.
Search will continue to change, just as it has since the early days of the internet. What remains important is making sure that when people look for the information, products or services your business provides, they have a reason to find you, recognise your value and trust what you offer.
Will Aina
Writer
Will is an experienced writer able to draw narratives from seemingly impossible perspectives. He brings creativity, style and uniqueness to his works.
