No, Search Engine Optimization (SEO) isnt ’dead. In fact, with the rise of Artificial Intelligence (AI) and Large Language Models (LLMs) like ChatGPT, SEO is more essential than ever—just in new ways.
Search has evolved from keywords and rankings to conversations and context. But at its core, SEO is still about being found, trusted, and clicked. Whether by a search engine, an AI assistant, or a human user. This article breaks down what’s changing, what still works, and how to keep your website ahead in this new era.
1. Why SEO Still Starts With Your Website
Even in an AI-powered world, your website is your foundation.
Search engines—whether Google, Bing, or ChatGPT’s web-connected versions—still pull their answers from content that lives on real websites. That means if your site is slow, shallow, or poorly structured, you’re invisible.
A well-optimized website remains the anchor for everything:
• It establishes credibility with both humans and search algorithms.
• It gives AI models a clean, high-quality dataset to learn from.
• It influences how you appear in AI-generated answers and search summaries.
These basics haven’t changed. They just matter more now—because AI tools read your website like humans do.
2. How to Appear in ChatGPT & AI Search Results
While traditional search rankings are about crawling and indexing, LLMs like ChatGPT work differently. They generate answers based on high-authority, well-structured training content. That’s still your website—if it’s done right.
Here’s how to increase your chance of being referenced:
→ Write clear, factual, well-structured content.
→ Target long-tail questions and user intent.
→ Use semantic HTML and proper headings (H1, H2, etc.).
→ Get backlinks from credible sources.
→ Keep your content fresh and specific.
In short: AI doesn’t replace SEO—it rewards smarter SEO.
3. Why Google PageSpeed Still Matters
Page speed isn’t just a technical detail—it’s one of the few confirmed Google ranking factors. A slow site leads to:
Lower search visibility
• Higher bounce rates
• Poor mobile experience
→ Use Google’s PageSpeed Insights tool checks your site’s:
• Core Web Vitals (LCP, FID, CLS)
• Mobile optimization
• Render blocking scripts & images
• Server response times
At edesigns, every site launch includes a performance sweep to ensure we hit 90+ scores—because good SEO starts with a fast experience.
In short: AI doesn’t replace SEO—it rewards smarter SEO.
4. What’s Changing in SEO: From Keywords to Conversations
SEO in the age of AI is less about keywords—and more about context, clarity, and credibility.
Here’s a quick breakdown of the shift:
Keyword stuffing → Intent-driven content
Ranking pages → Answering questions
Meta tricks → Structured, quality content
Backlink spam → Credibility from authority sources
Static pages → Dynamic, evergreen content
Users (and AI tools) are no longer looking for pages—they’re looking for answers. And search engines are rewarding content that is:
• Human-readable
• Factually reliable
• Easy to parse
• Continuously updated
If your site isn’t doing that yet, now’s the time.
Final Thought: Build for People. Optimise for Machines.
SEO is no longer about gaming Google—it’s about building something worth finding. As AI continues to shape how people discover and interact with content, one thing remains true: Great websites win.
