By Jeff MacDowell, Executive Director, Luxury Products Group
AI is rapidly transforming how people search for information and make decisions—and it’s beginning to replace traditional SEO as we know it.
Here’s a brief overview of what’s changing:
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Search results are disappearing: AI delivers direct answers instead of pages of links, removing the foundation traditional SEO is built on.
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Old SEO tactics are losing relevance: Keyword stuffing, lengthy blogs and backlink strategies carry far less weight. AI prioritizes accuracy, expertise and trustworthy information.
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Answers are personalized: AI tailors responses based on individual needs, preferences and context. Generic content is less effective in this environment.
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AI performs actions—not just searches: Users increasingly rely on AI to compare products, build project lists, schedule appointments and make decisions—often without visiting a website.
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One best answer replaces many options: Instead of multiple search results, AI delivers a single, recommended solution.
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Information comes from many sources: Websites are only one input. AI also pulls from catalogs, PDFs, reviews, images and technical documentation.
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Organic traffic continues to decline: Zero-click searches and AI-generated responses reduce the need for users to visit websites.
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Google is moving toward AI-first search: To remain competitive, Google is shifting away from traditional search models and SEO-driven results.
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The future is AI-optimized: Success will depend on clean data, accurate specifications and verified expertise—not SEO shortcuts.
What this means going forward: Businesses won’t need to “rank”—they’ll need to be the best answer. AI will increasingly recommend providers, configure products, explain options, and take action on behalf of users.