Does Google’s latest AI Model update mark the death of Search Engine Optimization (SEO)? According to ChatGPT, the risk is high.
Google’s latest AI Model Announcement
According to CBS News:
On Tuesday, March 20, 2025, Google launched its newest feature called AI Mode. The goal is to deliver more comprehensive and personalized answers to user search queries. This announcement was made during the company’s annual Google I/O developer conference and marks a year since the introduction of AI Overviews, the initial tool leveraging generative AI to improve search functionalities.
I’ve spent the last 20 years chasing the favor of the SEO gods on behalf of my clients. When I saw this announcement, the only thing I could think was, “OMG! This is the beginning of the end of SEO!”
In 2020 I was promoted to the role of partner in a medical practice. That means I still spend an inordinate amount of time on SEO tasks even though I’m not working with clients anymore.
So instead of panicking, I decided to ask ChatGPT if my fears were well-founded.
ChatGPT’s analysis of Google’s latest AI Model
Our conversation began with a prompt asking ChatGPT to analyze the statement. In the prompt, I asked it to list every assumption the statement relies upon. I also asked it to rate each assumption’s risk and how to validate or mitigate the risk.
Here it is, straight from the ChatGPT horse’s mouth.
Analyzing the claim “Search Engine Optimization (SEO) is dying because of Google’s latest AI Mode” involves uncovering the underlying assumptions behind this statement. Below is a breakdown of the assumptions, their risk levels, and how to validate or mitigate each.
ChatGPT then came up with 8 inherent assumptions contained within that single statement.
Assumption 1: Google’s latest update significantly reduces the effectiveness of traditional SEO strategies.
Risk Level: High
Validate: Compare traffic trends across a diverse sample of websites pre- and post-update (using tools like Google Search Console, SEMrush, and Ahrefs).
Mitigate: Test and evolve SEO strategies with an emphasis on user experience, EEAT (experience, expertise, authoritativeness, trustworthiness), and AI-aligned content models.
Assumption 2: Google’s update deprioritizes organic search results in favor of paid or AI-generated responses (like SGE or sponsored content).
Risk Level: High
Validate: Analyze changes in the real estate of Google’s SERPs (Search Engine Results Pages) using SERP tracking tools (e.g., Moz, STAT).
Mitigate: Diversify traffic sources (e.g., social, email, direct, YouTube) and invest in featured snippets, video SEO, and voice search optimization.
Assumption 3: The majority of users now bypass traditional organic search results due to AI summaries, featured snippets, or zero-click results.
Risk Level: Medium
Validate: Review studies and reports (like from SparkToro or SEMrush) on zero-click search trends and user behavior shifts.
Mitigate: Optimize content for inclusion in AI summaries and snippets. Use schema markup and concise, structured content.
Assumption 4: SEO cannot adapt or evolve fast enough to remain effective under the new Google algorithm.
Risk Level: Medium
Validate: Track the evolution of SEO best practices and case studies from successful websites adapting post-update.
Mitigate: Invest in continuous learning, agile SEO experimentation, and update cycles to remain algorithm-resilient.
Assumption 5: The decline in SEO viability is permanent rather than a temporary fluctuation during the update rollout.
Risk Level: High
Validate: Monitor long-term trends (3–6 months post-update) to determine if rankings stabilize or continue to drop.
Mitigate: Treat updates as cyclical, adapt early, and maintain a diversified digital strategy rather than relying solely on SEO.
Assumption 6: All industries and niches are equally affected by the update.
Risk Level: Low
Validate: Analyze SEO impact across verticals (e.g., health, finance, news, e-commerce). Not all are hit equally.
Mitigate: Niche-specific SEO strategies should be developed, with special attention to Google’s treatment of YMYL (Your Money or Your Life) content.
Read more on this site about the importance of content development with YMYL in mind: Strategic Internet Marketing: Making the Intangible Major Sale
Assumption 7: Content quality, backlinks, and technical SEO no longer matter.
Risk Level: Medium
Validate: Run A/B tests isolating changes to content quality, backlink profiles, and technical SEO on ranking performance.
Mitigate: Focus on quality content aligned with Google’s Helpful Content guidelines and build brand trust through authority links.
Assumption 8: AI-generated content or platforms like ChatGPT are replacing the need for search entirely.
Risk Level: Medium
Validate: Study usage trends of AI assistants vs. search engines and user reliance on real-time, source-cited content.
Mitigate: Position your content to power AI answers (via structured data and high-authority citations).
The Takeaway on Google’s latest AI Mode Affect
So what’s the takeaway from all of this?
Obviously, Google’s latest AI Mode update is going to revolutionize the search landscape. The focus is shifting from traditional keyword-based queries to a more conversational, context-driven approach.
Users are already interacting with search engines in a question-and-answer exchange. This update is moving the bar, with interactions resembling a natural conversation. Google’s goal is to provide more relevant results tailored to the user’s individual needs.
What you need to know.
If you’re creating content, SEO will continue to evolve. You should shift your SEO focus from targeting specific keywords to producing high-quality content that answers complex questions thoroughly.
Anyone who prioritizes real engagement over keyword stuffing will win as a result.
If you haven’t already, quickly adjust your marketing strategies. Start focusing on targeting a selective (a.k.a., niche) audience and addressing their specific wants, needs, and desires. Now more than ever, authenticity is key to engagement.
Old-school SEO practices are a lot like the Pony Express.
The Pony Express was important for communication with the growing West before telegraphs and telephones were common. However, the beginning of the end of the Pony Express was when the first transcontinental telegraph was set up on October 24, 1861. This telegraph connected California to the rest of the United States and ended the need for the Pony Express.
So, if your entire marketing strategy is based upon your website’s position on search engine results pages (SERPs) for specific keywords or phrases, get ready to pivot. It’s about to become a bumpy ride for you.
Note: All the images in this blog post were generated by ChatGPT’s image creator, Sora.
Suggestion: Be kind and polite to ChatGPT and Sora when you’re using it. You know, the things your kindergarten teacher taught you, like saying please and thank you.
What are your thoughts?