Is SEO Dead in the Age of AI?

The Evolution of SEO

As I’ve watched the impact of AI and Google updates on the freelance writing industry, I’ve often wondered whether SEO and traditional SEO strategies are deader than the proverbial dodo. And you’ve probably wondered the same thing.

SEO has always been a key strategy for getting content in front of the right audience, but with the rise of AI tools like ChatGPT and frequent Google updates, it’s natural to wonder whether SEO as we know it still holds the same value.

So I’ve been asking experts to share their thoughts about the potential demise of what used to be the best way to direct readers to great content. And one expert I turned to is Edd Dawson, a seasoned SEO professional who’s been in the game for over two decades. Edd has seen the landscape of SEO evolve firsthand, from the early days of broadband comparison websites to running a portfolio of highly successful affiliate sites.

You can listen to the whole interview here.

Edd Dawson’s SEO Journey From Humble Beginnings to Expert Insights

Edd’s journey in SEO began back in 2004 when he found himself unexpectedly thrown into the world of SEO while working at a digital agency in London. As he recalls,

"I was head of the development team, and it became clear that the websites we were building needed to rank. Someone had to know about SEO, and I was told, ‘Edd, you're now the SEO expert,’ even though I knew nothing at the time." 

Despite being thrown in the deep end with very little knowledge, Edd quickly became fascinated with SEO, diving into forums and learning from the early days of SEO when the resources were more scarce. 

"It was all very much forum-based back then, with no Twitter or Facebook to lean on. It was a journey of learning through trial and error," he said.

The Changing SEO Landscape: Why Quality Content is Key

As early as 2011 and 2012 when Google rolled out major algorithm updates like Panda and Penguin, Edd saw firsthand how SEO began to shift towards prioritizing high-quality, user-focused content.

"We’ve seen SEO go through so many changes, like Panda and Penguin, that have made it much harder for businesses to game the system,” Ed said.  “Now, it’s all about providing valuable content and aligning with user intent,"

Those updates helped reshape the way SEO worked, rewarding websites that genuinely helped their audience rather than just optimizing for keywords and search rankings.

But with the rise of AI and tools like ChatGPT, many are wondering if SEO is becoming irrelevant. Edd acknowledges the concerns but reassures us that SEO is far from dead. In fact, he believes AI and SEO can work hand in hand.

“If you look at the rise of AI, particularly tools like ChatGPT, it’s clear that AI is transforming how we interact with content. But AI doesn’t replace the need for good, high-quality content. It depends on human expertise to work," Edd says.

SEO and AI: How They Can Work Together

For freelance writers and entrepreneurs navigating this new terrain, Edd’s advice is to focus on high-quality content that meets user needs. 

"You have to create content that answers questions. AI is great for speeding up processes, but it still relies on content created by humans." 

This means that, while AI can help streamline tasks like content generation or keyword research, it can never replace the value of original, expert-driven content.

So, does that mean SEO has fundamentally changed? Yes, but it’s not dead. The core principles of SEO—helping users find what they’re looking for—are still highly relevant. 

“Google’s updates have certainly made it harder for businesses to rank with low-quality content, but that opens up more opportunities for businesses that are providing real value,” Edd points out.

As SEO continues to evolve, businesses that focus on answering real questions, addressing user intent, and creating authentic content are the ones that will rise to the top.

How Writers Can Adapt Their SEO Strategy in Light of AI

As the digital landscape continues to shift with AI’s growing presence, it’s crucial for writers to adapt their SEO strategies to remain competitive. Here’s how Edd says you can adjust your approach:

Focus on User Intent

Understand what your audience is searching for and create content that answers their specific questions.

“Google is prioritizing content that genuinely helps users, and AI is no different—it’s trained to find valuable answers to questions.”

Create Expert-Level Content

Demonstrate your expertise and unique insights in your content. AI tools can’t replicate human experience or deep knowledge, so focusing on providing valuable, expert-driven content will set you apart.

Optimize for Both Humans and AI

Write content that’s engaging and informative for your human audience while ensuring it’s structured in a way that AI can easily digest.

“You need to create content that not only appeals to Google’s search algorithms but also speaks clearly to AI systems like ChatGPT,” is Edd’s advice

Leverage AI for Research and Keyword Discovery

Use AI tools to streamline your keyword research and discover new topic ideas. Edd recommends using tools that focus on user questions, as they can help you identify underserved niches.

"AI tools like keyword research platforms can uncover long-tail keywords and help you find questions people are asking, so you can create content that answers those queries," he says.

Enhance Content with AI-Powered Tools

Take advantage of AI tools for content optimization. These tools can help improve your on-page SEO by suggesting relevant keywords, content ideas, and even identifying areas for improvement.

Optimize for Featured Snippets and Rich Answers

Focus on optimizing your content for featured snippets and direct answers, which AI tools like ChatGPT often pull from. Write concise, clear, and well-organized content that answers common questions directly.

Stay Updated with Google’s AI-Driven Changes

As Google continues to integrate AI into its search algorithms, it’s important to stay informed about the latest updates and trends.

“AI is being woven into the fabric of search results,” says Edd. “Stay on top of the changes, and adapt your content strategy accordingly.”

Diversify Your Content

As AI helps with content creation, it’s crucial to diversify your content strategy. Create blogs, videos, podcasts, and other formats to reach a broader audience. AI can help scale content creation, but your audience will appreciate a variety of content types.

Engage with Your Audience

Foster a relationship with your readers by actively engaging with them through comments, emails, and social media. Personalized interactions help build trust and loyalty—something AI can’t replicate.

Adapt to AI as an Ally, Not a Threat

Rather than fearing AI, view it as a tool to boost your productivity.

“AI can’t replace the creativity and insight of a human, but it can make our workflows more efficient,” says Edd.

Use AI to handle repetitive tasks while you focus on strategy and high-value content creation.

Conclusion: SEO is Evolving, But It’s Not Dead

While AI is changing the way we create and consume content, it’s not a replacement for solid SEO. By staying focused on providing value and adapting your content to both AI and SEO strategies, you can still do well. As Edd puts it,

"As long as you're creating content that helps your audience, you'll be fine. It’s all about adapting to the changes and continuing to learn."

So, if you're ready to tackle the future of SEO and AI, there’s no better time than now to start refining your strategies and positioning yourself for success. With the right approach, you can use SEO and AI to not only survive but prosper in 2025.