Google out? AI in? The truth about SEO in the AI age

You've probably seen the headlines: "SEO is dead", "GEO is the future", "AIEO is the new smart". As a marketing manager, it can be easy to get overwhelmed by all the new buzzwords that pop up each week. But what is really true?

Let's take a step back and look at the realities.

The principles remain the same

Search engine optimization has always been about one thing: making it easy for both people and machines to find, understand, and gain value from your content. This has not changed.

What has changed is how people search and where they search. AI-powered tools like ChatGPT, Perplexity, and Gemini are becoming increasingly important sources of information. But that doesn't mean the principles behind good optimization have been thrown overboard.

What is really new?

Instead of chasing buzzwords, let's focus on the tangible changes that actually affect you:

1. AI models read your website

Large language models (LLMs) crawl the web just like Google does. They read your content to answer user questions. This means:

  • Structured content is more important than ever

  • Clear, easily understandable language ranks higher

  • Context and relevance need to be in place

2. Answer, don’t just quote

AI tools provide direct answers instead of lists with links. This means your content must:

  • Answer concretely the questions people actually ask

  • Provide value on one page on topics, not spread information over several

  • Be authoritative and trustworthy (sources, expertise, updated information)

Low-hanging fruit: Use “Frequently Asked Questions” on your pages

3. LLMs.txt - a new standard

Just as robots.txt told search engines what they could crawl, LLMs.txt is a new standard being developed to communicate directly with AI models. This will give control over:

  • Which pages are most important for AI to understand

  • How your brand should be represented

  • What context AI should have when it refers to you

BUT! LLMs.txt is just a proposal for now. And the support among the big players is nothing short of minimal. Partly because the AI engines were built precisely to read and understand content as it is. Ergo: no panic.

What should you do now?

Instead of worrying about whether SEO is "dead", focus on these things:

  1. Optimize for understanding: Write clearly, structure well, use headings correctly

  2. Answer actual questions: Think like your user - what do they want to know?

  3. Build authority: Show expertise, be consistent

  4. Stay updated: Keep up with how AI tools are developing, but don't chase every new trend

  5. Measure what matters: Traffic is still important, but focus on conversions and real business value

Our perspective

As a marketing partner, we see that many companies waste time and money chasing buzzwords instead of doing the fundamental work well. AI does not change the need for good craftsmanship.

Those who succeed in this new era are not those who adopt every new acronym, but those who understand the principles, stick to what works, and adapt when it actually adds value.

Google is not "out". AI is not "in". Both are tools that serve the same purpose: to connect people with the information they need. And both “platforms” want to provide users with the best possible answers. Your job is to ensure your information is easy to find, regardless of the tool.

Conclusion

Don't let yourself be distracted by hype. SEO, GEO, AIEO - call it what you want. The foundation is the same: create good content, structure it correctly, and make it accessible. The rest is noise. BUT! You should keep an eye on changes here as the landscape is changing.



If you have wud as a marketing partner managing your website, this is of course nothing you need to worry about, we keep track and take care of it.

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2026