Is Google SEO still relevant in the Age of AI and Answer Engine Optimization (AEO)?
If you’re in digital marketing or run an online business, you’ve probably heard the whispers: “SEO is dead.” With ChatGPT, Google Gemini, and other AI assistants answering questions instantly, does ranking on Google still matter?
Here’s the short answer: Yes, SEO still matters. But, there’s a twist—Answer Engine Optimization (AEO) is the new game-changer you need to understand.
What's Changing in Search?
Today’s search habits are evolving fast: – People search on ChatGPT and other LLM Models to search.
People use AI assistants for quick answers
It’s common to ask ChatGPT, Gemini, or Bing Copilot instead of Googling.
AI tools don’t invent information
AI piggyback answers from existing websites, many found through traditional search engines.
Google and other engines use AI
ChatGPT, Gemini and other tools give users the best, most direct answers.
When I forget the brand of an SEO tool or need to compare laptops, I catch myself typing the question into an AI assistant—not Google. But I also realize the AI is still pulling from sites that have mastered SEO.
Why SEO Is Still Essential
- Your Content Feeds AI Answers – AI assistants deliver answers found on well-ranked websites. If your site isn’t reputable or well-optimized, your content gets overlooked.
- Domain Authority Still Wins – Strong websites with high domain authority (think: established, trustworthy sources) are favoured in both Google results and AI answers. Tools like SEMrush help track and grow this authority.
- Quality Beats Quantity – The flood of routine content doesn’t cut it anymore. Only helpful, credible content that truly answers questions will show up at the top.
- Enter Answer Engine Optimization (AEO) – AEO is about structuring your content so AI assistants and Google’s featured snippets pull your answers. Think clear headlines, FAQ sections, and directly answering common questions.
What Is Answer Engine Optimization (AEO)?
Answer Engine Optimization involves refining your content to provide the most effective responses to common queries within your specific field. This includes:
- Gaining a deep understanding of the questions your audience is asking.
- Crafting responses that are clear and straightforward.
- Employing formats that AI readily understands, such as FAQs, step-by-step guides, and well-structured headers.
How To Win With SEO and AEO Today
- Research: Utilize tools like SEMrush to identify popular keywords and questions.
- Write for People and AI: Develop helpful content that includes FAQs and step-by-step guides.
- Target Featured Snippets: Use tools like SEMrush to explore snippet opportunities and target featured snippets. Format your content to provide quick answers using bullet points, tables, and definitions.
- Build Authority: Acquire backlinks, actively engage within your community, and share insights on platforms like LinkedIn to showcase your expertise.
- Adapt: Monitor how AI highlights answers and adjust your strategies accordingly.
Key Takeaways
- SEO isn’t dead. It’s evolving into AEO.
- Solid keyword and question research, paired with high-quality, answer-focused content, is your best strategy.
- Think less about chasing Google’s latest trick and more about being the go-to answer in your niche.
- SEO is the root and AEO is the fruit.
- The product (information reservior) is still the same, supply chain has changed. Be a good marketer and optimize your place mix strategy.
- AI is an agent that delivers information after scraping it from the web, thus make sure to optmize your SEO content to serve the agent and win.
Stay focused on helping real people—and both Google and AI assistants will reward your content.
2 thoughts on “Does ranking on Google still matter?”
Fantastic insight, Harish!
Thanks, Wendy!
We all know that AI models like ChatGPT and Gemini are valuable and here to stay. Thus, digital marketers and SEO specialists must adapt by creating AEO-optimized content. Google will remain a vast information source, with AI as the delivery method (imagine these AI tools like an Uber delivery truck). Therefore, content creators should focus on intermediary compatibility, reinforcing the lasting importance of quality content.