Is SEO Still Relevant in the Age of AI? Here’s What Business Owners Really Need to Know

For years, “just do SEO” became the catch-all advice for anyone hoping to get their business found on Google. Entrepreneurs hired consultants, added keywords to their websites, and prayed that whatever was happening behind the scenes of Google’s famously secretive algorithm would push them to the top. But now, something big is happening. If you’ve searched for anything on Google lately, you might have noticed a new feature: a glowing box at the top of your results, written not by a human but by Google’s AI.

This is Google’s new AI Overview. It’s part of a sweeping change to how search works, and it’s causing a lot of business owners to ask one key question: Is SEO still worth it?

The answer is yes. But the rules of the game have changed.

What Is SEO, Really?

Let’s back up a little. SEO stands for Search Engine Optimization. At its simplest, it’s the process of helping your business show up when people search for something on Google. In the past, this meant making sure your website had the right keywords, that other websites linked to yours, and that everything was set up in a way that Google’s algorithm could read easily. You didn’t have to be a tech wizard, but you needed a little help to play the game right.

Now, with the introduction of AI-powered search summaries, the traditional approach to SEO is being challenged. Instead of just listing links to websites, Google is trying to answer people’s questions directly, often summarizing key points from across the internet in that top box before you even click on a single result.

That means businesses are no longer just fighting to rank on page one. They are trying to become part of the answer itself.

What AI Search Means for Small Businesses

This shift can feel intimidating. If Google is answering people’s questions before they visit your website, how do you still get seen? How do you make sure your business is included in those summaries?

A recent study by Ahrefs, a major name in the SEO world, tried to answer exactly that. They looked at what factors were most strongly linked to brands being included in Google’s AI Overviews. Surprisingly, it wasn’t technical website stuff or paid advertising that made the biggest difference. It was something much simpler: being mentioned online.

According to the study, brand mentions on other websites showed the strongest correlation with appearing in AI-generated content. In fact, the correlation was three times higher than that of traditional backlinks (where someone links to your website).

This means that what people say about you on the internet (in news articles, blog posts, forums, or even product roundups), now plays a major role in whether Google’s AI sees your business as worth mentioning.

It’s Not Just About Being Seen, It’s About Being Relevant

But here’s the catch. It’s not enough for your business name to show up randomly. Google’s AI pays attention to context. If your brand is mentioned in the same sentence or paragraph as a topic or keyword people are searching for, the AI is more likely to connect the dots and include you in its answer.

This idea is called “semantic relevance.” In plain terms, it means your brand has to be talked about in the right conversations. If you sell eco-friendly laundry detergent, it’s not just helpful to be featured in a blog post about sustainability. It’s even more powerful if that post mentions your product while also explaining what to look for in non-toxic detergents. That proximity of your brand to the keywords people are searching for creates a positive signal that the AI picks up.

Carrie Rose, founder of UK-based Digital PR agency Rise at Seven, has spoken publicly about this shift. According to her team’s observations, it’s not just brand coverage that gets you into AI Overviews. It’s about the semantic connection between your brand and the topic being discussed. In other words, if people are talking about you in the right way and in the right places, Google’s AI will start to recognize your authority in that space.

So, Is SEO Dead?

Not even close. But it is evolving… fast.

Instead of focusing purely on keyword stuffing or obsessing over blog length, SEO today is about training the internet to talk about you the way your customers are searching. That includes being present on reputable websites, in articles that relate to your area of expertise, and in content that connects your brand with the kinds of problems you solve.

Think of it less like tweaking your website and more like building your reputation in the right online conversations. Google’s AI is essentially scanning everything it can find and asking, “Who seems credible enough to be part of the answer?”

This doesn’t mean you should ignore your website. Your site still needs to load quickly, be mobile-friendly, and explain clearly what you do. That foundation matters. But more than ever, you also need to think outside the walls of your own domain. You need to earn trust… not just from customers, but from the web itself.

What Can You Do Now?

If you are a business owner feeling overwhelmed by all of this, take a deep breath. You do not need to become an AI expert or an SEO technician. But here’s where you can start.

First, make sure your website is clear, current, and explains exactly what you offer in language a real person would use. You’d be surprised how many business sites bury the most important details or try to sound clever instead of clear.

Second, think about where your brand is being talked about online. Have you ever been featured in an article, podcast, or review site? Are there industry blogs or local news outlets that might want to include your perspective or profile your business? These kinds of mentions matter more than ever, especially when they connect your brand to the keywords people are searching for.

Third, if you’re working with a marketing agency or freelancer, ask them about your brand’s off-site visibility. Do people mention you online? Are you associated with relevant topics in your industry? If not, that’s the new frontier for growth.

And finally, keep learning. This space is changing fast, and the businesses that adapt early will be the ones who stay visible when the dust settles. Trusted sites like Search Engine Journal and Search Engine Land regularly cover updates from Google and explain what’s changing in plain language.

What Kind of Content Helps You Get Noticed?

If you’re wondering what kind of content to create for your website in this new era of AI search, start simple. You don’t need a huge blog or fancy graphics. What you do need is content that clearly explains what you do and answers the kinds of questions your customers are already asking.

Pages like Frequently Asked Questions (FAQs) are incredibly helpful, not just for your audience, but for Google’s AI. These pages give clear, concise answers to common concerns, which makes it easier for the AI to pull that information into a summary.

Another powerful type of content is how-to guides. These don’t have to be long or complicated. If you’re a fitness coach, you might write a short piece on “How to Start Strength Training After 40.” If you run a bakery, it could be “How to Store Sourdough Bread So It Stays Fresh.” The goal is to be useful. The more your website becomes a source of helpful, relevant information, the more likely it is that Google will treat you like a trustworthy voice in your field.

Even your About page and product or service pages matter more than you think. Make sure they’re not just filled with buzzwords, but actually explain what you offer, who it’s for, and what makes you different.

If the content on your site sounds like the kind of thing a real person would say to a customer in conversation, you’re on the right track.

The Bottom Line

SEO is no longer just a checklist of things to fix on your website. It’s about making sure the internet understands who you are, what you do, and why that matters. And, most importantly, it’s about becoming a dominant voice on a relevant topic in your industry. In the age of AI Overviews, your reputation, relevance, and visibility across the web are more important than ever. 

You don’t need to master the algorithm. You just need to show up clearly, consistently, and in the right conversations.

That’s how you teach Google to talk about you.

Further Reading

1. Ahrefs: What We Learned From 10,000+ Google AI Overviews

The original study that shows what actually correlates with brands being featured in Google’s AI summaries with plenty of real examples.

2. Google: How Search Works

This official explainer from Google breaks down the basics of how websites are ranked and how information is gathered for results. It’s beginner-friendly and surprisingly digestible.

3. Search Engine Journal: How To Prepare for Google’s AI Overviews

A recent piece breaking down how AI Overviews are changing SEO and what businesses can do to adapt.

4. Neil Patel: What Is Semantic SEO?

A practical guide (without too much jargon) to understanding how Google connects ideas and topics, not just keywords, and what that means for your content.

5. Moz Beginner’s Guide to SEO

If you’re still wrapping your head around what SEO is and how it all fits together, this is a great foundational read with no tech-speak required.