Marketers love a good old existential crisis. Every few years, we get a new technology that threatens to kill something else off. Email was supposed to kill phone calls. Social media was meant to kill blogs. TikTok? Apparently, that would end attention spans entirely (which it kinda has).
And now? Enter generative search — the latest AI-powered innovation that’s got the SEO world collectively clutching its keyword reports.
So, is this it? Is SEO dead? Are we about to hold a candlelit vigil for meta descriptions and backlinks?
Let’s not get dramatic (well, not too dramatic). Let’s talk about what’s happening — and whether SEO is on its way out or simply getting ready for its next evolution.
First Things First: What Even Is Generative Search?
In simple terms, generative search uses artificial intelligence to generate more conversational, direct answers to your questions — often within the search engine itself.
So instead of seeing a list of blue links when you ask ‘how to style a navy blazer,’ you might see a curated paragraph practically written like a blog post — sometimes even complete with links, visuals, and suggested follow-ups. It’s like having a tiny content assistant inside Google, powered by AI, ready to spoon-feed you the answer without needing to click anywhere.
Convenient for users? Yes. A bit intimidating for marketers? Also yes.
Why Is Everyone Panicking?
The fear is understandable. If people are getting full, detailed answers in the search results, what incentive is there to click through to your beautifully written blog or optimised landing page? But let’s pause. Breathe. And focus… Did you know that Gemini’s information is over 40% incorrect? Yep.
The Rules Are Changing — Not Disappearing
Here’s the truth: SEO is shifting from a game of ranking for the sake of ranking to one of real relevance. And honestly? That’s not a bad thing.
The days of shoving in keywords like you’re making a Subway-style sandwich are behind us. Google (and other search engines) are now using AI to determine intent — not just content density.
That means the content that wins in the generative era is:
- Clear
- Contextual
- Helpful
- Expertly written
- And, yes, still optimised… just a bit smarter.
SEO is less about ticking technical boxes and more about creating genuinely useful, structured content that answers real questions in real ways. You know… content that deserves to be found.
What This Means for Businesses (Especially eCommerce)
If you run a business — whether you’re selling designer doorknobs or plant-based dog treats — SEO has always been about visibility. Generative search doesn’t change that. It just changes where and how that visibility happens.
In fact, this shift might help the good brands rise to the top. Because, let’s be honest, the SEO space was getting noisy. A lot of content was written by robots, not real people. If you’ve ever read a blog that used the phrase ‘best dog coat for winter’ fifteen times in one paragraph, you know exactly what I mean.
Generative search rewards originality, clarity, and trust. That’s a win for brands that know their stuff. If anything, it’s a sign that surface-level content might finally be phased out. Good riddance.
So, Is SEO Dead?
Short answer: absolutely not.
Long answer: SEO is changing — and if you want to stay relevant, you’ll have to change with it.
This is evolution, not extinction. Think Darwin, not doomsday. Yes, keyword strategies will adapt. Yes, you might need to optimise how your content feeds into generative summaries, not just classic SERPs. And yes, structured data and high-quality content just got even more critical.
But SEO is still alive and well — it’s just trading its hoodie for a blazer and brushing up on conversational AI.
What Should You Actually Do?
Stop writing for algorithms. Start writing for people (and maybe for AI summarisation engines, too). Create content that’s smart, well-structured, and speaks like a human.
And more importantly, don’t put all your eggs in one organic basket. Generative search is just one shift in a bigger ecosystem. Email, paid ads, socials, partnerships—they all still matter. Great marketing was never about one channel anyway. The brands that survive this shift aren’t the ones who panic first. They’re the ones who adapt best.
So, is generative search the end of SEO? Not quite. It’s just the next chapter — and like every good sequel, it’s got higher stakes, sharper dialogue, and a few new plot twists. If you’re willing to evolve your strategy, SEO still has a leading role to play.
But if you’re clinging to 2016 tactics like ‘Top 10 Dog Jumpers in London [UPDATED],’ then maybe it’s time to partner with an SEO agency in London who knows what they’re doing.
