With the rise of AI-powered tools like ChatGPT, Google Gemini, Bing Copilot, and Perplexity, the way users interact with search is changing rapidly. These tools use Large Language Models (LLMs) to provide conversational, AI-generated answers, often at the top of the search results page, without requiring users to click through to websites.
This evolution, especially with features like Google’s AI Overviews, has led many to wonder: Is traditional SEO still relevant? The answer is a clear yes, and here’s why.
Search Engines Still Rely on Your Website
Even though AI tools are now delivering direct answers, those answers still need to come from somewhere. In most cases, LLMs retrieve information from high-ranking, well-structured web pages. That means your content needs to be visible in traditional search results for it to have a chance of being cited by AI tools.
For example, Google Gemini often pulls information from the top 10–12 organic results. If your content isn’t optimized to appear there, it likely won’t show up in an AI Overview either.
SEO Fundamentals Power Both Traditional and AI Results
At Results Repeat, we continue to invest in technical SEO foundations because they benefit both users and machines. Elements like schema markup, optimized Core Web Vitals, internal linking, and crawlability are essential for helping search engines and LLMs understand and prioritize your content.
AI systems still depend heavily on structured data, semantic clarity, and accessibility. Pages that are well-organized and technically sound are far more likely to be pulled into AI-generated answers.
SEO Supports the Entire Customer Journey
AI tools often handle top-of-funnel informational queries, but search still plays a key role in middle and bottom-of-funnel interactions, where conversions, online sales, and outreaches happen. Traditional SEO helps ensure that when users are ready to take an action, such as visit your site, sign up, or make a purchase, they can find you.
Additionally, content that answers a broad range of queries across the buyer journey builds authority and brand recognition, and both are critical for visibility in AI tools and organic search alike.
Final Thoughts
The search landscape is evolving, but traditional SEO remains a foundational strategy. It’s not a matter of AI replacing SEO. Instead, it’s about aligning your SEO strategy to serve both traditional search engines and emerging AI tools. By doing so, you ensure your brand stays discoverable no matter how users choose to search. If you’re curious how to do this with your own brand, please reach out!
This post is the third in a month-long blog series on how to optimize for AI, LLMs, and traditional search engines. We’ll explore how to future-proof your SEO, adapt to AI trends, and ensure your brand stays front and center across all platforms. Week 1: Search Has Changed, Here’s How to Keep Up. Last week: SEO for AI Overviews. Up next: AI Loves Trusted Brands. Here’s How to Build Yours.
