If you’ve been paying attention to how AI is changing search, you might’ve come across a post by SEO veteran Greg Boser — someone who’s been shaping the search industry longer than some digital marketers have been out of high school.
Greg recently weighed in on the evolving nature of SEO in the age of AI, and let’s just say… he didn’t hold back.
The History Lesson Everyone in SEO Needs
Greg’s response was sparked by a tweet claiming SEO is on its way out — a hot take he clearly didn’t agree with. His main point? A lot of marketers talking about “the death of SEO” are misunderstanding what SEO really is — and often relying on outdated definitions.
Take link building. Buying backlinks has been around forever. But at some point, newer SEOs started calling them “PBNs” (Private Blog Networks) like they’d discovered a new strategy. Greg calls that out as nonsense — and he’s right. “Private”? If a spam bot can find your site in five minutes, Google probably already knows about it too.
He jokes that if you want to write a hot take like “everything you know is wrong, AI is everything now,” just start by pretending SEO is still what it was back in 2005: keyword stuffing, shady backlinks, and obsessing over rankings.
Google Hasn’t Been “10 Blue Links” in Years
Another key part of Greg’s argument? The idea that AI just turned search on its head overnight is false. Google’s been evolving steadily for years — and many of the changes we’re seeing now are just the next logical steps.
Here’s a reminder of the timeline:
- 2009 – Rich Snippets
- 2011 – Knowledge Graph
- 2013 – Hummingbird (understanding conversational search)
- 2014 – Featured Snippets (a.k.a. Position Zero)
- 2015 – People Also Ask (anticipating follow-up questions)
- 2015 – RankBrain (machine learning for ambiguous queries)
- 2019 – BERT (better understanding of natural language)
- 2021 – MUM (Multitask Unified Model)
- 2023 – SGE (Search Generative Experience)
In other words, Google has been layering AI into search for over a decade. AI Overviews and AI Mode might look flashy, but they’re not a total departure — they’re more like the next act in an ongoing play.
Fear-Mongering vs. Reality
Greg also criticizes marketers who play up fear and uncertainty around AI search just to sell their services — like the idea that you suddenly need a “GEO expert” or you’re doomed.
Sure, AI-powered results are more complex. And yes, they introduce new challenges, like wider fan-out of search intent — meaning Google is branching one query into multiple questions to guide users through an entire “information journey.” But that’s not totally new either. It’s very similar to “People Also Ask,” just integrated into AI Mode in a flashier way.
Greg even jokes: “Query fan-out is all the rage today. It’s like PAA is getting memory-holed.”
So… Is AI Search Killing SEO?
Short answer: no. But it is changing it.
AI Mode doesn’t just answer the original question. It anticipates the user’s next three. That shifts how we think about targeting keywords — you’re not just optimizing for a query, you’re optimizing for a journey. And while that sounds familiar, the layers of interpretation and intent have gotten deeper.
As another long-time SEO, Michael Bonfils, pointed out: AI search is starting to blur or even erase the middle of the traditional sales funnel. The awareness and consideration phases — where searchers would normally browse, compare, and explore — might now be compressed or skipped entirely.
That’s a real concern. If AI delivers all that context upfront, marketers might have fewer chances to reach users during those pivotal decision-making moments.
The Bottom Line
AI search is definitely shaking things up. But as Greg rightly points out, SEO has always been about change. We’ve evolved from meta keywords to mobile-first indexing to conversational AI. And we’ll evolve again.
So instead of panicking, now’s the time to reframe how we think about visibility — not just in search results, but in AI summaries, follow-up prompts, and all the paths users take in between.
The tools have changed. The game hasn’t.
AI & SEO in 2025: Real FAQ for Small Business Owners
1. Is SEO dead because of AI search?
No. SEO isn’t dead — it’s evolving. Google still uses content, links, and technical signals to rank pages. But AI search (like Google’s SGE and AI Mode) changes where and how your content might show up. Think of it as a shift from “rankings” to “visibility across an entire search journey.”
2. What’s actually different now with AI-powered search?
Instead of showing just 10 links, Google often generates summaries, answers, and follow-up questions — all powered by AI. Your content might be referenced in these summaries (without a click), or it might appear in links deeper in the journey.
Key change: Google now shows content aligned with follow-up questions, not just the original search.
3. Do I need to completely change how I do SEO?
No, but you need to adapt.
Keep doing:
- Clear, helpful content
- Fast, mobile-friendly pages
- Technical SEO best practices
Start doing:
- Focus on topical authority (cover your niche deeply)
- Structure content to answer not just one question, but the next five
- Add FAQs and answer-style content that mimics “People Also Ask” queries
4. How do I know if I’m showing up in AI results?
Right now, Google’s AI Overviews don’t always show attribution. But tools like:
- Search Console
- Ahrefs’ AI visibility tracking
- Nozzle (for generative search monitoring)
can help estimate exposure.
Also: search your business or topics in AI Mode manually. See who gets mentioned.
5. What kind of content works best now?
Content that’s:
- Specific
- Authoritative
- Written in a way that answers full questions
- Supported by real-world expertise
Also helpful:
- First-person experience
- Clear headings (H2s, H3s)
- Lists, how-tos, and “what is” explanations
6. Should I still care about backlinks?
Yes — but only quality ones.
Buying junk links or using “private blog networks” (PBNs) is a waste of money. Google’s smarter than that. Focus on:
- Earning links through partnerships
- Local citations
- Industry-relevant mentions
7. Is hiring an “AI SEO expert” worth it?
Be skeptical. A lot of people are using fear to sell snake oil. You don’t need a brand-new SEO agency just for “AI search.”
What you do need: someone who understands content strategy, structured data, and how AI rewrites the search journey — and is tracking how Google is testing and shifting formats weekly.
8. How does AI affect local SEO?
So far, local packs and Maps listings still matter — a lot. But AI might shift attention away from them in some cases.
Do this now:
- Keep your Google Business Profile up to date
- Get reviews with detailed text
- Add local content to your website (not just contact info)
9. Does AI search hurt conversions?
Maybe. AI Mode might answer questions before people click to your site — especially in the “awareness” or “consideration” phase.
To adapt:
- Move more value up front (like on your home or service pages)
- Offer strong CTAs
- Consider email capture earlier in the journey
10. Bottom line: What should a small business focus on right now?
Your playbook for the next 12 months:
- Create deeper, more helpful content (answer multiple related questions)
- Don’t obsess over rankings — obsess over usefulness
- Build authority in your niche
- Track performance using Search Console, AI-focused SERP tools, and actual leads
- Don’t get distracted by fear-mongering “experts” selling quick fixes