This article from Melissa “Rogo” Rogozinski may be the best article I’ve seen yet on how AI is changing search and SEO!

The article on Law.com (Is SEO Dead? How AI Is Changing Search, available here) gets into what a lot of us are already thinking – that the use and adoption of generative AI is rapidly evolving, and this shift is transforming how we think about search engine optimization (SEO). Traditional SEO techniques, which were once the solution to online success, are now facing challenges as artificial intelligence (AI) advances at a pace almost faster than we can keep up. The old days of depending on keyword stuffing and building back links to get noticed in search results are over. We’re now entering a new world where Large Language Models (LLMs) are not just tools but are leading the way we interact with data.

Large Language Models like ChatGPT, Gemini and Perplexity are emerging as strong competitors to traditional search engines because they engage users through conversational, human-like interactions rather than just keyword-based indexing. This trend reflects a larger shift in information access, with LLMs playing an increasingly important role in developing effective marketing strategies.

You may already know about that, but what you may not know is how search algorithms are evolving, what the components of search will be, and AI’s impact on search. Rogo also discusses B2B search marketing through leveraging platforms like LinkedIn, YouTube, Podcasts, and Google as well as PPC (Pay-Per-Click), the future of search, and how you should plan your new SEO strategy (Spoiler alert! You’ll still need one!).

It’s what you need to know to understand how AI is changing search and SEO and ensure your organization can still effectively reach the audience you seek. You can check out Rogo’s article here!

So, what do you think? Is your organization prepared for changes in how to reach people on the internet? Please share any comments you might have or if you’d like to know more about a particular topic.

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