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Why SEO is still king in the age of AI and zero-clicks

There’s a lot of talk about SEO these days. some people think it’s becoming less important because of Google’s new features like zero-click searches. with these, users can get answers directly on the search page without clicking a link. But here’s the truth: SEO isn’t going anywhere. It’s changing, yes, but it’s still one of the most powerful tools for growing your business.
Update
January 8, 2025
Why SEO is still king in the age of AI and zero-clicks
SEO is like a living system, it adapts and grows with the ever-changing digital landscape.

SEO changes, but its purpose stays the same

SEO is always evolving. Tactics that worked five years ago might not work now. But the core idea behind SEO remains the same: people will always search for information online. Whether it’s through Google, AI assistants, or future tech we can’t even imagine yet, businesses will need to connect with those searchers. SEO is what makes that connection happen.

The Kanye West effect: When creativity meets SEO

Kanye West recently showed us just how powerful SEO can be when combined with creative marketing. He posted on Instagram about how Adidas was outranking his Yeezy website on Google. His millions of followers jumped into action, googling “Yeezy” to see if he was right.

Within 20 minutes, Kanye’s website was ranking above Adidas. This wasn’t luck; it was the result of massive user engagement. Google noticed the surge in interest and adjusted the rankings. This example shows that even in the age of AI, creative and audience-driven marketing strategies can boost SEO performance in real-time.

Meeting your audience wherever they search

Today, SEO isn’t just about optimizing for Google. It’s about being visible wherever people search—whether that’s on social media, voice assistants, or AI platforms. This approach, often called “Search Everywhere Optimization,” is a natural progression for businesses that want to stay relevant in the ever-evolving digital landscape.

Even before the term existed, businesses were already following this strategy. As each new platform gained popularity, business owners shifted their focus to where their audience was spending time. When Facebook took off, they created business pages. As Instagram and TikTok grew, they followed suit, building profiles to connect with their audience. Even Google+, during its brief time in the spotlight, saw a wave of business activity. Today, LinkedIn has become a hub for B2B interactions.

The key idea is simple: go where your audience is. If your potential customers are searching for answers on social media, AI-driven platforms, or niche search engines, you need to be there, ensuring your business is visible and your message is clear.

Embracing AI in Your SEO Strategy

AI SEO Strategy

As artificial intelligence becomes more integrated into search, small businesses have a new opportunity to reach their audience. Platforms like ChatGPT or AI-driven search engines such as Perplexity are becoming increasingly popular for finding information. But here’s the challenge: AI can only provide information about your business if it has been given the right data.

Here’s a quick tip: Ask ChatGPT, “What do you know about my business?” If the response is limited or inaccurate, it’s time to take action. Sit down and write a detailed overview of your business—your services, specialties, location, and anything else you think is relevant. Provide this information to AI platforms, either directly through interactions or via structured data on your website.

Don’t stop with ChatGPT. Check other AI tools, like Perplexity, to see what they know about your business. By taking the time to feed these platforms accurate and comprehensive information, you’re teaching AI to understand and recommend your business more effectively.

Just as you would carefully curate and fill out profiles on social media, ensure that your business is represented in the AI space. These platforms are quickly becoming another essential channel for Search Everywhere Optimization. Investing this effort now will position your business for success as AI continues to grow in influence.

By being proactive and embracing both traditional and modern SEO strategies, small businesses can stay ahead of the curve and ensure their message reaches the right audience, wherever they search.

Key takeaways

SEO remains one of the most effective ways to grow your online presence and connect with your audience. However, it’s no longer just about ranking on Google. The digital landscape is evolving, and successful businesses are those that adapt to new technologies, stay visible across multiple platforms, and leverage creative strategies to engage their audience.

For small business owners, this means embracing a holistic approach to SEO. It’s about understanding where your potential customers are searching and ensuring your business shows up there—whether that’s on search engines, social media, AI-driven platforms, or even voice assistants.

One crucial step is to make sure your business information is complete and accurate across these platforms. By feeding relevant data to AI tools and search platforms, you can position your business to appear when people search for services like yours. This proactive approach to Search Everywhere Optimization is key to staying competitive in today’s market.

If you’re a small business owner looking to navigate this ever-changing landscape, check out my blog at Strumark. I share practical tips, tricks, and strategies to help businesses like yours grow their online visibility and stay ahead of the competition. Let’s learn, adapt, and thrive together!

SEO isn’t just a tool; it’s a mindset for growth in a digital world.

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Ljubo Struharik, Founder & CEO of Strumark

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