THE SHORT ANSWER
Yes, but the job has changed. Fewer people click for simple facts now, yet search is still where most buying research starts, and AI tools lean on the same pages that rank well. SEO is now the foundation for being found in both search results and AI answers.
What has changed
- Google’s AI Overviews and AI Mode answer many simple questions directly, so fewer people click for quick facts.
- Many buyers now ask ChatGPT, Gemini or Perplexity for recommendations.
- Being one of ten blue links is worth less; being the source the answer is built on is worth more.
What hasn’t changed
- People still search when they’re ready to buy: comparing providers, checking reviews, looking for someone nearby.
- Google is still where a huge share of that research happens.
- Clear, useful, trustworthy pages still win.
Why AI search depends on SEO
AI tools that browse the web pull from pages they can find and trust. If your pages aren’t indexed, are slow, or don’t clearly answer questions, AI tools are less likely to use them.
In other words, SEO hasn’t been replaced. It has become the entry ticket to AI visibility.
If search engines can’t find and trust your pages, AI tools usually can’t either.
How to adapt your SEO
- Target questions with buying intent, not just high-volume keywords.
- Lead every page with a direct, quotable answer.
- Build your brand as a clear entity: consistent facts, a facts page, structured data.
- Earn mentions and reviews on sites AI tools cite.
- Measure enquiries and AI mentions, not just traffic.
Key takeaways
Common questions
It’s changing SEO, not killing it. The work now covers both search results and AI answers.