Lately, I’ve been hearing a growing concern from clients: “Is content even relevant anymore? Everyone’s using AI like ChatGPT for research, so doesn’t that make Google – and by extension, SEO – obsolete?”
It’s a great question and speaks to the shifts we’re seeing in content marketing as a whole. But here’s the reality: even as AI advances, content and SEO are far from irrelevant. They’re actually evolving, and understanding this evolution is key for brands to stay visible and valuable to their audiences. Let's take a look into the truth.
1. The Role of Search Engines Remains Strong
Let’s start with a quick fact check: Google is still the powerhouse of online search, with over 90% of the global market share. While AI tools like ChatGPT are valuable for quick insights or conversational responses, they aren’t a replacement for search engines. AI tools are designed to support human knowledge, not replace the vast, ever-expanding ecosystem of information we find through search engines like Google.
In other words, people are still Googling – a lot. And with Google continuing to innovate in response to AI, it’s clear that search engines remain a primary way for users to find information online.
2. AI Enhances Search, It Doesn’t Replace It
It’s also worth noting that AI isn’t competing with search; it’s becoming part of it. Google has started introducing AI-driven enhancements like the Search Generative Experience, making search results more conversational and contextually relevant. This integration is making search more intuitive and personalized – but it still relies on the same fundamental pillars of SEO and content quality.
So instead of replacing Google, AI is making it more powerful and user-focused, ultimately boosting the need for well-structured, valuable content.
3. Content Quality Matters More Than Ever
AI tools, including ChatGPT, don’t create content out of thin air; they pull from existing web content. That means your high-quality, authoritative content fuels these AI models. By creating strong, relevant content, brands aren’t just catering to human readers; they’re also equipping AI systems with valuable insights.
So if there’s ever been a time to double down on quality content, it’s now. Content is the foundation that allows AI to generate reliable information. Without it, the accuracy and richness of these AI-generated answers diminish.
4. SEO Isn’t Dead; It’s Adapting
Just as technology advances, so does SEO. This is an area where smart brands are evolving their strategies to make sure their content can be easily interpreted and presented by AI-driven search features. Optimizing for AI in search isn’t about reinventing the wheel; it’s about adapting. Structuring data, incorporating high-quality keywords, and ensuring clear and accessible content are still best practices – they’re just increasingly aligned with how AI presents information.
And while AI is shaping new search habits, users are still seeking authoritative sources, especially when it comes to verifying information. Google remains the place for people to double-check facts, which highlights the continued importance of search visibility.
5. User Trust: The Ultimate Goal
As convenient as AI tools can be, many users (including myself) still cross-reference AI-provided information with search engines. Why? Because trust matters. AI-generated answers are powerful but not infallible. Users value confirmation from credible sources, making your online visibility critical for establishing that trust.
The Bottom Line
Content and SEO aren’t just relevant; they’re the backbone of a digital strategy that embraces the future. AI is pushing the boundaries of how users engage with information, but it’s also amplifying the need for well-crafted, accessible, and trustworthy content. By continuing to invest in quality content and a thoughtful SEO strategy, brands can thrive in the AI era, building trust and visibility in ways that AI alone can’t achieve.
So to my clients wondering if content and SEO are still worth it – the answer is an enthusiastic yes. The digital landscape may be changing, but the importance of quality content and strategic visibility is here to stay. Let’s keep building content that matters and you can start with our Content Audit Guide to help you find gaps in your content strategy that need filled.
