“The only thing that’s constant is change.” I’m sure you’ve heard this quote before, which is attributed to a Greek philosopher named Heraclitus from about 2,500 years ago.
The actual quote was, “Everything changes and nothing remains still; and you cannot step twice into the same stream,” which was written on one of the few fragments of his writing that still exist. I kinda like the full quote better, especially the part about stepping in the same stream twice.
Witnessing 40 Years of Change
I think this quote — whichever version you prefer — is more relevant today that it has ever been during my lifetime. This month marks 40 years (!) since I graduated from the University of Florida with a Journalism degree. We still used typewriters in my J-school classes — I didn’t use an IBM PC (who else remembers the XT 286?) and word processor until two years into my first writing job in about 1987.
That was a big change, of course. No more using that little white piece of tape to backspace and correct errors! The next big change in our industry was the internet and the World Wide Web in the mid-1990s, which opened the door to the world of digital content creation we live in now.
Three decades later, it looks like artificial intelligence could be the next big change to rock our world. AI is impacting almost every aspect of digital marketing and content creation, including the field of search engine optimization. SEO is changing … and changing fast.
The Emergence of AI Search
SEO consultant Jenny Munn, a colleague of mine, says that if there’s one constant in SEO, it’s that it remains stubbornly difficult to define, analyze and predict. “There hasn’t been one earth-shattering event defining SEO this year,” she told me. “Instead, it’s been a series of iterations, name changes, launches, rollouts and upgrades — a snowball of endless changes.”
Probably the biggest SEO change is AI search. Gemini (from Alphabet) and Copilot (from Microsoft) are tools that have made AI chatbots a viable alternative to standard search engines like Google and Bing. There are number of other search engines that run entirely on generative AI, such as ChatGPT Search, Andi, Bagoodex, Perplexity and Komo.
Jenny says the AI search hype is reaching a fever pitch. “But most of the ‘pivoting’ I’m reading about is nothing more than the things marketers should already be doing for SEO.” This includes:
- Applying on-page optimization fundamentals.
- Ensuring your website is crawlable and indexable.
- Using schema markup/structured data.
- Creating first-hand knowledge content.
- Publishing state of the industry resources, FAQs and comprehensively cover content.
- Positioning your brand as an authority in your space.
- Using social media and getting your brand mentioned and corroborated.
- Managing online reviews.
It’s Not Either/Or
Jenny says users have been migrating away from the traditional Google search engine for awhile, with corresponding declines in organic search traffic. But this doesn’t mean Google is going away quietly into the night.
“Everything doesn’t have to be either/or,” she says. “It can be true that AI search is growing and that solid SEO fundamentals still apply, while also adapting to new trends. Isn’t this the very definition of SEO? I’m not in denial that change is upon us, but I am saying we shouldn’t buy too much into all the AI search hype.”
Here are 5 SEO facts that Jenny is emphasizing to her clients right now:
- People trying to “kill” SEO is old news. “In 2025 I hope the term ‘SEO’ gets a glow-up to ‘Search Everything Optimization,’” Jenny says. SEO has been more than just Google for awhile now.
- SEO hasn’t been a one-trick pony for a long time. Instead, it’s a multi-disciplinary field involving a long list of both hard and soft skills. “That’s why it’s hard to find ‘cheap but effective’ SEO help,” Jenny says.
- Google is increasingly the place where people go after they discover a need and want more information. Marketers should keep producing trending content on topics that relate to their business, as well as evergreen content that solidifies them as the expert they need to be.
- You must continue to “date” your audience and know what makes them tick.Audiences are changing and evolving along with search tactics. “This small but non-negotiable thing is the most SEO 101 element there is,” Jenny says.
- Yes, SEO is still worth it. The majority of Jenny’s clients have actually seen significant year-over-year SEO traffic increases. But some industries like media, affiliate marketing and blogging struggle, she says. “SEO’s impact varies, but it still remains invaluable.”