Over the past couple of months, we’ve been hearing a lot of rumblings within the SEO field, including many questions about the longevity of SEO. “What’s next for SEO?”, “Is SEO still worth investing in?”, “IS SEO DEAD?” Well, if you ask me… SEO isn’t dead, but ranking #1 on Google? That just might be.

For years, we have relied on traditional KPIs such as Google keyword rankings and CTRs to measure SEO success. While these metrics have long been the gold standard for determining how effectively a website performs in search engine results, SEO is evolving. It’s time to stop focusing on keyword rankings, instead prioritising search visibility. The rapid rise of AI-powered search and answer engines isn’t just impacting Google’s market share – it’s also revolutionising how we approach SEO as a whole.

 The fall of Google’s monopoly

For over a decade, Google has dominated the search engine market, holding more than 90% of the global market share at its peak. However, recent data indicates that Google’s market share has dropped to its lowest point in over ten years. While Google still holds a commanding lead, this decline signals a growing trend: users are exploring alternative search tools and platforms that better meet their evolving needs.

Several factors contribute to this shift. Chief among them is the development of artificial intelligence in search technology. AI-powered tools like ChatGPT, Perplexity AI, and SearchGPT are changing how users seek information. These tools don’t function like traditional search engines that provide a list of ranked results. Instead, they act as answer engines, delivering direct, concise, and often accurate responses to user queries.

This shift in user behavior demonstrates the need to rethink how we measure SEO success. If you want your content to get noticed, you need to start thinking beyond individual keywords and rankings. Don’t put all of your focus into Google – it’s time to expand your strategy and meet your audience where they are.

The role of search visibility in the new SEO landscape

Search visibility is becoming the cornerstone of effective SEO strategy. But what exactly does “search visibility” mean?

Search visibility refers to how easily and frequently your brand, content, or website appears across various search and information platforms. Unlike traditional KPIs, which are specific to a single search engine (typically Google), search visibility encompasses a broader, more holistic view of where and how your content is discovered.

For example, an SEO strategy focused on search visibility would prioritise:

Content Depth and Relevance: Moving beyond keyword stuffing and instead creating content that directly answers user questions, provides actionable insights, and builds trust.

AI Integration: Ensuring your content is structured and optimised to be easily understood by AI-powered tools like ChatGPT and Perplexity AI.

Platform Diversification: Expanding beyond Google to include optimisation for alternative search engines like Bing (which now integrates OpenAI technology), and even social media platforms with robust search functionalities like YouTube, Instagram, and TikTok.

AI’s impact on search behaviour

Artificial intelligence has fundamentally altered how people search for information. Nobody has time to dig through 10 pages of Google results – be realistic, when is the last time you visited page two of Google? We want fast, direct answers – preferably concise answers that fit into one or two sentences, with additional information available if needed. This is evident in the growing popularity of AI-powered tools that act as personal assistants, offering:

• Conversational answers that mimic human-like interactions.
• Personalised recommendations based on user history and preferences.
• Context-aware responses that refine over time as the AI learns.

For SEO professionals, this means adapting strategies to align with how AI understands and processes content. For example, structured data, schema markup, and natural language optimisation are critical components of ensuring that your content is easily digestible by AI.

Key strategies for optimising search visibility

Here are some actionable steps to help create and maintain a successful SEO strategy based on search visibility:

• Embrace Structured Data: Leverage schema markup to help AI tools understand the context of your content, products, and services.
• Focus on Intent-Based Content: Create content that addresses user intent rather than just targeting specific keywords. This involves answering questions, solving problems, and delivering value.
• Diversify Your Platforms: Optimise for multiple search engines and AI-powered tools, including Bing and AI answer engines. Don’t neglect social platforms, as they are increasingly becoming powerful search tools.
• Stay Updated on AI Trends: Keep a close eye on how AI search tools evolve and adapt your strategy accordingly. For instance, monitor developments in OpenAI’s GPT models or updates to Microsoft’s integration of AI into Bing.
• Prioritise User Experience (UX): Make sure your website is fast, mobile-friendly, and provides a seamless experience. AI and search engines alike prioritise content that is accessible and user-centric.

 

The future of SEO

As Google’s dominance declines and AI-driven search tools rise in prominence, the SEO industry is undergoing a seismic shift. The metrics and strategies that once defined success are giving way to a new paradigm centered on search visibility. To stay ahead, businesses must adapt their approaches, embrace the opportunities presented by AI, and ensure their content remains discoverable.

In this AI-driven future, the winners won’t be those who cling to outdated KPIs but those who innovate, evolve, and prioritise visibility. The question isn’t whether you’re ranking #1 on Google – it’s whether your audience can find you regardless of platform, using increasingly popular conversation search terms.

If you would like to find out more about how Varn can help increase your search visibility, or you would like to discuss AI’s impact on SEO, please contact us. Our expert, friendly team would love to hear from you.

About Varn

Varn is an expert & specialist SEO search marketing agency. Technical SEO * AI & Data Analytics * Offsite SEO * Paid Search