Will SEO Be Dead in 2026? (20 Experts Share Their Insights)

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We spent weeks digging through founder communities, SEO forums, and agency insights to answer one question: is SEO dying or just changing? We compiled first-hand experiences from 20 practitioners actively building businesses and generating real traffic in 2024 and 2025.

These aren't theoretical takes. These are founders hitting $300K monthly from organic search, developers who flew across continents to research AI's impact, and indie hackers who went from zero to hundreds of daily visitors using pure SEO. The consensus: SEO isn't dead, but it's transforming from Google-only optimization into multi-platform visibility strategy. Check our market clarity reports where we track these shifts across 100+ product categories.

In our market clarity reports, for each product and market, we detect signals from across the web and forums, identify pain points, and measure their frequency and intensity so you can be sure you're building something your market truly needs.

20 Expert Perspectives on SEO's Future in 2026

• 1. Dutch indie hacker proves SEO works with $300K monthly from pure organic traffic

  Who:

  Danny Postma is a Dutch entrepreneur building AI companies at Postcrafts since 2019. He's a self-taught coder whose first AI company was acquired for 7-figures. He founded HeadshotPro, an AI-powered professional headshot generator that's served 196,987+ customers and created 17+ million AI headshots. The company has been featured by CNN, Bloomberg, Fashionista, New York Post, and Vice.

  Their opinion:

  SEO is absolutely not dead and remains one of the most powerful growth channels for indie hackers. Danny gets 99% of HeadshotPro's traffic from organic SEO with 3,000+ monthly organic visitors. He ranks in the top 10 for "professional headshots" which has 21K monthly searches plus 193 other keywords. His success came from programmatic SEO—generating 200+ pages for different cities and counties to rank for long-tail local keywords. He started with a domain rating of 35 at launch from Product Hunt backlinks and grew to DR 44, with ROI coming incredibly quickly compared to traditional SEO timelines.

  Actionable advice:

  Implement programmatic SEO by generating hundreds of location-based or variation pages using templates populated with different data. Target one keyword per blog post and use it across multiple blog titles to build topical authority. Launch on Product Hunt and similar platforms to get your initial backlink foundation—you can start with DR 35. Use tools like Ahrefs to track keyword rankings and backlink profiles. Create content for different funnel stages: awareness content that's informative, consideration content that's comparative, and decision content that's transactional. Keep programmatic pages light on JavaScript so Google can efficiently crawl them.

  Source: Indie Hackers

• 2. Seattle startup veterans say SEO shifting from rankings to AI mentions

  Who:

  Todd Sawicki and Patrick O'Donnell are co-founders of Gumshoe.ai. Todd previously served as CEO of Cheezburger and Zemanta. Patrick co-founded Urbanspoon which was sold to IAC, plus MightyAI and Fresh Chalk. They have combined 50+ years of startup experience and recently raised $2M pre-seed from Pioneer Square Labs.

  Their opinion:

  SEO is not dead but fundamentally transforming. Traditional SEO was like a "high school prom king and queen contest" focused on popularity. AI search tools like ChatGPT, Claude, and Perplexity now favor accuracy over trends and prioritize recently published, high-quality business and product pages. Companies now need to track "share of LLM"—how often their brand appears in AI-generated answers versus competitors. AI search seeks "canonical correct information" rather than most optimized content. Understanding how companies rank in AI responses is becoming as crucial as tracking Google positions, and this shift requires new market clarity and competitive intelligence that most businesses don't have yet.

  Actionable advice:

  Monitor brand mentions across multiple AI platforms including ChatGPT, Claude, Gemini, and Perplexity. Focus on creating concise, objective, high-quality content rather than SEO-optimized gobbledygook. Develop FAQs and structured content specifically for AI crawlers. Track what sources AI models cite when discussing your industry. Understand that content needs to be accurate and authoritative, not just keyword-rich.

  Source: Hacker News

• 3. UK consultant flew 12,000 miles researching AI, predicts search explosion

  Who:

  Eliot Prince is an SEO consultant based in Cornwall, UK with 11+ years experience since 2013. He works with B2B companies, SaaS businesses, and local businesses across France, New Zealand, and the UK. He spoke at the SEO Mastery Summit in Saigon in 2024 and is a frequent Medium contributor.

  Their opinion:

  "SEO is Dead" is the biggest lie in marketing right now. SEO isn't dying but evolving into something more powerful. AI models need data from two sources: training data from the web and active searches. While humans search Google 2-4 times daily, AI agents working on our behalf might perform hundreds or thousands of searches daily. This isn't search's death but "search on steroids." He flew 12,000 miles to research this at the SEO Mastery Summit and believes demand for discoverable online content isn't disappearing—it's about to explode exponentially.

  Actionable advice:

  Focus on AI-specific research to understand how models respond to queries in your niche. Invest in Digital PR and get featured in major publications with AI licensing deals like Associated Press, Financial Times, and Vox Media as these train AI knowledge bases. Maintain traditional SEO best practices including ranking well, building quality backlinks, and establishing topical authority. Create discoverable, authoritative content that answers questions better than anyone. Establish your brand across the entire digital ecosystem, not just Google.

  Source: Medium

• 4. Starter Story founder sees SEO evolving, not dying at 1M monthly visitors

  Who:

  Pat Walls is founder of Starter Story, a website that interviews successful entrepreneurs and shares stories behind their businesses with revenue figures. He started in late 2017 and grew to 1.6 million visitors per month and over $1 million annually. He bootstrapped the business and went full-time after quitting his engineering job. He created the "Lean SEO" framework and course.

  Their opinion:

  SEO is evolving but facing significant challenges—Pat describes it as "death by a thousand cuts" due to AI snippets and zero-click searches. AI tools like ChatGPT and Perplexity are stealing queries from early adopters, Microsoft Bing and other engines gained market share in 2024 as Google dropped below 90% for the first time in a decade, and AI-generated snippets mean users get answers without clicking through. However, Pat does not believe SEO is dead—rather it's a reshuffle, not doomsday. He grew Starter Story from 0 SEO traffic to 1,500+ Google hits per day using long-tail keywords.

  Actionable advice:

  Use the "Lean SEO" framework: research opportunities quickly, create MVCs (Minimum Viable Content) to test if your site will rank, don't touch it for 30 days but monitor traffic and rankings, iterate based on performance, and when something works, scale it. Focus on "small bets" to find what works rather than spending time building perfect content that may never rank. Find good topics and formats to replicate rather than chasing individual high-competition keywords. Publish lots of content to catch long-tail keywords. Automate content operations using tools and custom code. Build in public and use X/Twitter to validate ideas.

  Source: Indie Hackers

• 5. AI consultant with PhD says SEO alive, must build multi-channel brand presence

  Who:

  Dr. Samantha North is founder of Emigre Systems, an AI transformation consultancy. She has a PhD in social data science from University of Bath and over a decade in digital marketing, with 5+ years specifically in SEO. She previously co-founded Digital Émigré, growing it to 6 figures via organic traffic. She's been featured in Financial Times, CNN, BBC, Business Insider, and Al Jazeera as an expert commentator.

  Their opinion:

  SEO is not dead but is changing significantly. North argues "SEO isn't dead or going away. There's still a ton of value to be had for sites in ranking well and appearing prominently in results." However, she emphasizes that the game has changed with Google's Search Generative Experience. The key shift is that "optimizing just for Google bots rather than for visitors is becoming less effective." She believes success now requires building an "online brand universe"—consistent presence across multiple channels rather than just churning out blog content.

  Actionable advice:

  Build a multi-channel brand presence and don't rely solely on blogging. Establish presence on YouTube, LinkedIn, or Pinterest in your niche. Prioritize branded searches by creating content and presence that drives people to search for your name or brand directly. De-optimize your content—stop chasing "green scores" from SEO plugins and remove exact match keywords from subheadings. Avoid spammy link building and focus on relationship-building for expert quotes through HARO and digital PR campaigns using original data. Use AI as an assistant, not a writer—repurpose ideas across platforms using AI tools like Claude but maintain human control.

  Source: Samantha North

• 6. Hook Agency founder says SEO spending tripled, proves it's growing not dying

  Who:

  Tim Brown is Founder and CEO of Hook Agency, a Minneapolis-based home services marketing company specializing in SEO, PPC, and custom website design for contractors including HVAC, plumbing, and roofing companies. The company has a 30-person in-house team and was ranked #2031 on the Inc. 5000 list. Hook Agency has 150+ five-star Google reviews and has helped clients scale from under $1M to $15M in revenue through consistent SEO strategies.

  Their opinion:

  Brown acknowledges people claim "SEO is dead" because it's harder than it used to be—the days of simple link-wheels and cheap tactics are over. However, he presents compelling data: companies spent $79.27 billion on SEO in 2020, which is triple what it was in 2010 at $22.1B, meaning SEO is "3x-ing every 10 years." He emphasizes SEO has a 14.6% close rate on average—8x the close rate of traditional marketing at 1.7%. Traffic from Google drives more than 50% of all website traffic today, and 70-80% of people skip ads to focus on organic results.

  Actionable advice:

  Focus on fundamentals because links and content are still absolutely crucial. Prioritize bottom-funnel searches more quickly in your efforts. Create list-based content like "10 Best Home Builders." Stop pushing on links for "link saturated sites" and focus on conversion-focused terms. Use Analytics and Search Console to double down on what's working. Create 10 pieces of content with 1 pillar piece to scale out Subject Matter Expertise. Use statistics and original studies to attract links on autopilot. Connect video to content for increased dwell time. Recognize SEO is a long-term system requiring 6-9 months to show significant growth.

  Source: Hook Agency

• 7. Nigerian brand strategist says SEO is hygiene, not the main course

  Who:

  Tohbie Adelaja is an Award-Winning Content Strategist and Associate Product Manager with 1,100+ Medium followers. He's worked with B2B startups, fintech companies, and restaurants across Nigeria. His content has been cited by ChatGPT as a source on African brand identity, proving his authority in AI training data.

  Their opinion:

  Traditional SEO is "still kicking" but no longer the main course—it's garnish. SEO in 2025 is about being everywhere and being chosen regardless of medium. His take: "SEO is your hygiene. It gets you in the room. But it no longer gets you the mic." Modern visibility requires mastering four areas: SEO (the veteran), AEO/Answer Engine Optimization (AI-favorite), VEO/Video Engine Optimization (crowd-pleaser), and GEO/Geographical SEO (local plug). When analyzing market opportunities, our market clarity reports track exactly where your competitors are winning across these channels.

  Actionable advice:

  Write with answers in mind—think questions, not keywords. Add schema markup especially for B2B, medical, finance, or reviews. Repurpose written content into short-form video without overthinking. Update Google Business Profile like Instagram with pictures, reviews, and fresh updates. Add location data to metadata even for remote clients. Build brand signals through cross-platform consistency. Front-load value in the first 3 seconds for video content.

  Source: Medium

• 8. Busy founder proves SEO works with 200K annual clicks from automation

  Who:

  John Rush is founder of Unicorn Platform (website builder for busy founders), SEO Bot, and 20+ other startups. He acquired Unicorn Platform for $800K in 2022 and grew it to $23K MRR. He runs what he calls the most automated organization on earth with AI agents.

  Their opinion:

  SEO is not dead—he's "driving a hell of a lot of traffic from it." He went from zero SEO traffic when he bought Unicorn Platform to 200K clicks per year by May 2024. He believes that while SEO is evolving with AI, it remains a crucial growth channel. His view: "Once you are rich and successful, hire a pro to step up the game and go from 1 to 10."

  Actionable advice:

  His 9-step SEO routine for busy founders: launch your website with Unicorn Platform, check keywords using Ubersuggest on your top 5 competitors, submit your sitemap to Google Search Console, use tools like Listingbott to build domain rating through directory listings, turn on AI blogging like SEO Bot for 1 article per day, use IndexRusher to get pages indexed fast, after 1 month manually improve your top 5 performing articles in GSC, edit homepage meta tags based on top queries, and spend 1 day per month repeating optimization. Total budget stays under $1K.

  Source: X/Twitter


In our market clarity reports, you'll always find a sharp analysis of your competitors.

• 9. SEO expert says SEO crucial, built AI writing tool to $58K MRR proving it

  Who:

  Ryan Darani has been building internet businesses for 6+ years. He previously worked as an in-house and agency SEO specialist before launching an SEO consultancy that reached $65K/MRR at its peak. He currently co-runs Cuppa AI with Chris Riley and Dan Beynon, an AI writing tool for SEO-ready articles with 1,000+ members. Cuppa has MRR fluctuating between $41K-$45K, plus a done-for-you service for agencies at $13.5K/MRR.

  Their opinion:

  SEO is not dead—it remains incredibly important and shouldn't be viewed in isolation but holistically with other marketing channels. Ryan strongly pushes back against "SEO is dead" narratives, stating it's been "tarnished with a brush that should've been left in the early 2000s." Death rumors come from lack of understanding, SEO being overcomplicated by professionals, and people wanting to rank without paying for or learning SEO. His decade of SEO experience allowed him to build Cuppa with deep user insights. SEO should work in tandem with PPC and other channels, not in isolation.

  Actionable advice:

  Use SEO and PPC together in tandem, not isolation—PPC for short-term traffic, SEO for long-term sustainable organic traffic. Focus on business KPIs like revenue and growth rather than vanity metrics like specific rankings or budgets. View marketing holistically where everything should work together rather than channels in isolation. For SaaS, leverage 10+ years of domain experience to build products that solve real user pain points. Collect emails immediately, not just through product sign-ups but through newsletters—email marketing is the most effective ongoing channel. Share customer wins through FOMO marketing. Build community on Discord to reduce time-to-value.

  Source: Indie Hackers

• 10. Award-winning agency owner says SEO transforming, not dying after 20 years

  Who:

  Corey Morris is owner and President/CEO of Voltage, an award-winning digital marketing agency in Kansas City, Missouri. With 20 years of experience in strategic and leadership roles, he's worked with national and local client brands. He's the 2019 KCDMA Marketer of the Year, served as an officer on the global board of SEMPO, and founded the KC Search Marketing Conference. He's a VIP contributor to Search Engine Land, Search Engine Journal, and Forbes. His book "The Digital Marketing Success Plan" was an Amazon bestseller in July 2024.

  Their opinion:

  Morris firmly believes SEO is not dying—it's evolving and will continue to morph into what it needs to be. He argues the fundamental constant remains: brands and companies will always want to be found by their audiences, whether through Google, AI sources, or any future platform. He acknowledges AI as a huge opportunity, stating they're actively leveraging it, testing it, and automating internal processes. However, he emphasizes that while content quality is essential, AI-generated content is becoming commoditized. Real value lies in "great" content that is humanized, on-brand, and genuinely resonates with audiences.

  Actionable advice:

  Continue doing what works today including technical, on-page, and off-page SEO while keeping an eye on the future. Leverage AI for your organization, processes, and opportunities—don't fall behind. Don't lose sight of what's driving you toward goals today and don't abandon ship on SEO. Focus on your target audiences rather than just search engines. Invest in SEO for the long term and give it the resources it needs. Use AI as a research assistant and first draft writer, but maintain human touch to ensure content is on-brand and resonates. Stay strong with SERP features understanding.

  Source: Search Engine Land

• 11. Solo founder quit day job after SEO became his biggest growth driver

  Who:

  Bruce McLachlan has been writing for Indie Hackers for a decade, interviewing hundreds of startup founders. He's a solo founder who acquired Cloakist (a micro-SaaS) in 2023, then quit his job to go full-time indie. He grew his products to $12K MRR. He's also co-founder of dbrief (AI interview assistant) and LoomFlows. He writes two newsletters: SaaS Watch and Ancient Beat.

  Their opinion:

  SEO is not dead—it was his biggest growth driver and he wishes he had started SEO sooner because "it compounds massively." When he acquired Cloakist, he immediately doubled down on SEO by documenting use cases, ranking for key terms, and creating useful content around supported platforms. Word of mouth and organic traffic kept compounding. His growth engine is "mostly SEO plus consistent product improvements that improve retention." He believes SEO is even more relevant with AI discovery that will likely surpass traditional search. The key is that SEO compounds automatically while being hands-off as a solo founder.

  Actionable advice:

  Start SEO sooner—it compounds massively and is increasingly relevant with AI discovery surpassing traditional search. Document use cases thoroughly to rank for specific platform and tool integrations. Create useful content around the exact platforms and tools your product supports. SEO works well for solo founders because it compounds automatically with less ongoing effort than other channels. Consider acquisition as a lower-risk path to reduce risk and get traction from day one. Focus on core product quality and retention because SEO plus product improvements create sustainable growth. For bootstrapped products, prioritize SEO over cold email campaigns or paid ads.

  Source: Indie Hackers

• 12. Founder proves traditional SEO alive, ranks #1 for competitive keyword in 9 months

  Who:

  The founder of OKRs Tool has 12+ years of SEO and marketing experience. He built a goal-setting SaaS for startups and achieved #1 Google ranking for "OKR Software" within 9 months. The site now gets 4,000 visitors monthly, 10 sign-ups daily, and has paying customers.

  Their opinion:

  SEO is very much alive and effective in 2024, but requires dedication and the right tactics. Traditional strategies still work when executed properly with high-quality, regularly updated content. Success comes from building real authority through comprehensive content creation (100+ articles), guest posting (30+ posts), and appearing in existing listicles. The site appears in approximately 20% of the top 50 results when searching "Best OKR software." For founders evaluating which features and positioning will help them rank against established players, our market clarity reports break down exactly what competitors emphasize and where gaps exist.

  Actionable advice:

  Create detailed listicles with real product testing and screenshots. Publish 30+ guest posts on relevant B2B and SaaS websites with contextual content. Get featured on existing "Best X" articles by reaching out to site owners. Conduct original research and distribute findings to build authority. Keep all content fresh by updating anything older than 6 months. Build links naturally by providing value—90% branded backlinks work fine. Publish consistently with 100+ articles per year recommended.

  Source: Hacker News

• 13. Tech lead warns AI citations replacing backlinks as primary ranking signal

  Who:

  Abdelrahman Ismail (@ismail9k) is a Tech Lead with 10+ years of experience. He's the creator of vue3-carousel which has 739 GitHub stars and 97K+ weekly npm downloads. He currently works at Parkos and has shipped multiple successful open-source projects and built production applications.

  Their opinion:

  SEO is not dead but fundamentally transformed. Traditional SEO focused on backlinks and keywords, but now the game is about being quoted by AI tools. The shift is from "How do I rank on page one?" to "How do I become a trusted source AI will quote?" He emphasizes that if AI tools like ChatGPT and Perplexity can't find or quote you, you're invisible. Google processes 14 billion searches daily, but ChatGPT receives 37.5 million prompts daily with 1 in 5 U.S. internet users engaging monthly.

  Actionable advice:

  Focus on user intent, not just keywords—design content around what users want to achieve. Use multiple content formats including images, videos, and audio since AI models are becoming multimodal. Track AI mentions, not just backlinks—use tools like Sourceful or Diffbot to detect AI citations. Use structured data, FAQ schemas, and summaries to help AI index content. Write for humans but format for machines—build trust and clarity so AI chooses you as the source worth quoting.

  Source: Dev.to

• 14. Indie developer proves SEO works, grew AI manga tool from zero to 500 daily visitors

  Who:

  An anonymous indie developer who launched Anifun AI in February 2024—a set of AI tools for anime and manga fans including colorizer and filter tools. They started with zero visitors for weeks with no budget for ads and committed to growing entirely through SEO.

  Their opinion:

  SEO is not dead—it still works but requires patience and strategic execution. They experienced the "Google sandbox" effect for 2+ months with zero results, but after laying proper SEO foundations including long-tail keywords, dedicated pages per feature, and technical optimization, traffic began appearing. By month 3, they hit 100 daily visitors, grew to 300 with backlinks and Japanese localization, then jumped to 500 daily visitors when Google began trusting the site. SEO is viable for bootstrapped founders who can't afford ads, though it requires 2-3 months before seeing initial traction.

  Actionable advice:

  Focus on long-tail keywords in your niche instead of competitive terms (for example, "AI manga colorizer" versus "manga"). Create one dedicated SEO-optimized page per feature or tool—each product feature doubles as a search entry point. Lay proper SEO foundations early: improve load speed with CDN, optimize for mobile, and write precise meta titles, descriptions, and alt tags. Build natural backlinks by sharing tools on Reddit, Quora, niche forums, guest posts, and tool directories. Consider multilingual SEO for niches with strong international followings. Optimize internal linking to pass authority to core pages. Be patient and expect 2+ months in Google's "sandbox" before traffic appears.

  Source: Indie Hackers


Each of our market clarity reports includes a study of both positive and negative competitor reviews, helping uncover opportunities and gaps.

• 15. Indie hacker predicts AI search will surpass Google in two years

  Who:

  Sacha Dumay (@dumay_sacha) is an indie hacker and solopreneur who founded and sold ChatNode for $200K+ in 2024. He's currently running AIThumbnail.so, an AI thumbnail generation SaaS with 10+ paying customers. He's a former CTO at a trading firm in Chicago who ships products and documents his build-in-public journey with real metrics.

  Their opinion:

  AI search will surpass Google search in roughly two years. Traditional SEO is not enough—businesses must now optimize for both Google and AI search engines including ChatGPT, Perplexity, and Copilot. The key insight: ChatGPT is 50% owned by Microsoft and uses Bing exclusively to search online. If your website is well-indexed by Google but not by Bing, you're missing out on massive visibility in AI search tools. This requires relatively low effort for potentially high ROI.

  Actionable advice:

  Submit your site to Bing Webmaster Tools immediately—you can import from Google Search Console with one click. Submit your sitemap to Bing to start getting indexed. Automate instant indexing with IndexNow protocol which is supported by Bing, Yandex, and Naver. Use platforms like Webflow or Shopify which support IndexNow natively. For technical founders, automate with GitHub Actions to check sitemap.xml daily and submit recent updates via IndexNow API. The automated approach saves 15+ hours per month of manual SEO work.

  Source: Dev.to

• 16. Solo founder proves SEO critical for bootstrapped SaaS, hit $10K MRR with it

  Who:

  Dominik Sobe is a solo founder and self-taught developer who built HelpKit, a tool that turns Notion docs into professional help centers. He grew from zero to $10K MRR in 3 years and now serves hundreds of companies including MIT and fast-growing SaaS companies.

  Their opinion:

  SEO remains a critical channel for bootstrapped SaaS businesses when combined with product quality. Success requires both technical SEO optimization including fast loading, structured content, and sitemaps, plus content strategy. The key is building products that solve real problems while making them discoverable through search. SEO works best when integrated into the product itself—HelpKit automatically generates SEO-optimized help centers from Notion. Traditional SEO fundamentals like site speed, proper metadata, and clean URLs still matter immensely.

  Actionable advice:

  Cache content for faster loading since this is crucial for SEO rankings. Generate and submit XML sitemaps regularly to search engines. Use smart URL structures that don't break when content changes. Build SEO features directly into your product when possible. Validate demand through SEO research before building. Focus on helping customers succeed because their success drives your SEO. Combine technical SEO with solving real user problems. Make your product inherently shareable and discoverable.

  Source: Hacker News

• 17. Solo developer says SEO splitting into traditional and AI-first tracks

  Who:

  Jason is a solo developer working on Geomatic AI, an AI-First SEO plugin for WordPress. He's active in the Indie Hackers community discussing the future of search optimization.

  Their opinion:

  SEO isn't dead but fundamentally changing. The biggest shift isn't just Google's updates but the rise of AI-driven engines including Google SGE, ChatGPT Search, and Perplexity. These systems don't behave like traditional search engines—they crawl differently, don't rely only on backlinks, and prioritize structured, machine-readable data. He believes SEO will split into two tracks: Classic SEO for Google and Bing rankings, and AI-First SEO (GEO—Generative Engine Optimization) for visibility in AI answers and chat-based engines.

  Actionable advice:

  Prepare sites for AI crawlers now: implement JSON-LD structured data, create AI-focused sitemaps, add intent-based metadata, build internal structures that machines can easily parse, focus on Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) signals, verify HTTPS and substantial content, and use structured data properly. Generic "how-to" content will fade, but specialized expertise plus tools including calculators, plugins, and niche solutions will continue to thrive.

  Source: Indie Hackers

• 18. International SEO consultant says it's now Search Experience Optimization

  Who:

  Mert Erkal is founder of Stradiji, providing SEO consultancy since 2009 and specializing in enterprise company SEO. He's been sharing weekly critical SEO developments through his newsletter "SEOs Diners Club" for three years. He provides SEO consultancy to English-speaking countries, especially the United States, Australia, and the United Kingdom.

  Their opinion:

  SEO is not dying but undergoing "radical evolution." Erkal states: "SEO is the 'undying protagonist' of the digital world. We have already forgotten how many times it died." His key insight: "SEO is no longer 'Search Engine Optimization', but 'Search Experience Optimization'. That is, we optimize the experience, not the engine." He emphasizes users access information through multiple channels including Google, ChatGPT Search, Perplexity, social media, and LLMs. Biggest challenges: zero-click searches reducing organic traffic, AI summaries pushing down organic results, and declining trust in traditional search engines.

  Actionable advice:

  Master Natural Language Processing (NLP)—understand and produce conversational content optimized for AI-based search engines. Invest in brand authority by focusing on direct traffic through strong brand identity and practical PR activities since organic traffic is declining. Diversify beyond Google and optimize for different platforms including ChatGPT Search, Perplexity, social media search, and industry-focused channels. Adapt to AI-powered tools by becoming proficient in AI-powered platforms to maximize efficiency while maintaining content quality. Focus on customer empathy by understanding users' emotions and real needs.

  Source: Stradiji

• 19. Backlinko team says SEO shifting from fairly priced to overpriced attention

  Who:

  Backlinko was founded by Brian Dean in 2012. He's been called an "SEO genius" by Entrepreneur.com and a "brilliant entrepreneur" by Inc Magazine. The site generates 500K+ monthly visitors and was acquired by Semrush in 2022 for a 7-figure sum. Brian Dean built his reputation analyzing millions of Google search results and creating the "Skyscraper Technique" for link building.

  Their opinion:

  SEO is not dead yet, but "SEO as we know it is dying." They argue SEO is shifting from "fairly priced attention" (Phase 2) to "overpriced attention" (Phase 3) in the marketing channel lifecycle. The data shows: Google search grew by 21% in 2024 despite AI overviews, and 91% of marketers say SEO had a positive impact in 2024. However, AI Overviews now appear in 13.14% of searches, up from 11% in 2024 (a 22% increase), reducing click-through rates by approximately 30% when shown. Their conclusion: "SEO still drives results. But ranking alone isn't enough anymore."

  Actionable advice:

  Optimize for Generative Engine Optimization (GEO) by making content easier for AI to read and reuse with structured data, clear formatting, and authoritative sources. Target commercial-intent keywords because AI Overviews mostly affect informational queries. Focus on long-tail phrases with CPCs over $2 and Keyword Difficulty under 30. Build for the Search Everywhere era by optimizing for Reddit, YouTube, TikTok, and forums, not just Google. Create structured, cited content because AI Overviews pull from blog posts (46%) and news articles (20%) that are well-structured and crawlable. Focus on expertise over execution because companies are consolidating around smaller, more senior teams.

  Source: Backlinko

• 20. Bluedot founder proves SEO not dead, gets 30X traffic boost from consistency

  Who:

  Russ Halilov is founder of Bluedot, a meeting recording and transcription tool. He's active in the Indie Hackers community. He postponed SEO for years while waiting for "better times" including more MRR and raising funds, then finally committed to SEO 4 months before his March 2024 post.

  Their opinion:

  SEO is not dead—it just requires consistency. He compares it to going to the gym or having a diet: "You won't get results immediately, but in 6 months you will have something to show." After starting SEO just 4 months ago, Bluedot saw 30X more traffic. The key insight: SEO is a low-hanging fruit that most founders postpone unnecessarily. By applying market clarity insights about where competitors are finding their customers, founders can prioritize the right SEO opportunities from day one.

  Actionable advice:

  Focus on consistency and directory listings as quick wins. List your product on 78+ directories and websites for free—he manually sourced and tested each one. Listing on directories increases domain authority, boosts traffic, and ranks your website higher on Google. Don't wait for "perfect timing" to start SEO—begin now even if you don't have high MRR yet. Think of SEO like fitness: commit to the process and results will compound over 3-6 months. His curated list helped multiple founders get started with minimal investment.

  Source: Indie Hackers

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