Is ‘SEO’ Still the Correct Term?

The digital marketing industry is in a constant state of flux, and nowhere is this more apparent than in the realm of search. The recent, rapid advancements in Artificial Intelligence (AI), particularly the proliferation of AI-powered tools and the inclusion of AI Overviews in Google’s search results, are forcing a re-evaluation of long-held practices and even the terminology we use.

This leads to a critical question for professionals and agencies alike: Is ‘Search Engine Optimisation’ still the correct term for what we do?

The Traditional Understanding of SEO Challenged by AI

For years, SEO has been understood as the art and science of optimising websites to rank higher in search engine results pages (SERPs). This has traditionally involved a multifaceted approach, encompassing everything from meticulous keyword research and on-page optimisation to the technical intricacies of site architecture and the nuanced strategies of building a strong backlink profile. Many businesses have come to understand the advantages of hiring an SEO agency to navigate this complex field. However, the introduction of AI into the search ecosystem is fundamentally altering user behaviour and the very nature of search itself.

Google’s AI Overviews, which provide direct answers to queries at the top of the SERP, often negate the need for users to click through to individual websites. This development, a significant step in Google’s evolution and its integration of AI, presents both a challenge and an opportunity. While organic click-through rates for some queries may decline, the importance of being a citable, authoritative source for these AI-generated summaries becomes paramount. The focus may shift from solely chasing rankings to ensuring your content is so valuable and well-structured that AI models choose to feature it.

The Enduring Importance of Core SEO Principles

This shift means that the core tenets of what was traditionally considered good SEO are more critical than ever. Creating high-quality, authoritative, and trustworthy content (often referred to by the acronym E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness) is no longer just a best practice; it’s a foundational necessity. Understanding the dos and don’ts of SEO remains crucial, but the application of these principles now extends to influencing AI.

Evolving Terminology in an AI-Driven Landscape

So, if the ‘engine’ is becoming an ‘answer provider’ powered by AI, does ‘Search Engine Optimisation’ fully encapsulate the work involved? Perhaps not as comprehensively as it once did. The role is expanding. It’s no longer just about optimising for a traditional algorithm but also about optimising for AI interpretation and presentation. This includes a deeper focus on semantic search, structured data, and ensuring content is easily digestible and citable by AI. The conversation is moving beyond keywords to concepts and context. For those new to the field, understanding the frequently used terms in SEO and what they mean is still a vital starting point, but the definitions and applications of these terms are evolving.

The rise of AI also brings new tools and methodologies to the forefront. SEO specialists are increasingly leveraging AI-powered platforms for tasks like content generation, technical audits, and predictive analysis. Acknowledging the impact of AI on SEO strategies is key to staying ahead. This doesn’t mean that foundational SEO practices are obsolete, but rather that they need to be augmented and adapted to this new AI-driven paradigm.

The Future of ‘SEO’: Adaptation or Rebranding?

While some in the industry are proposing new acronyms like ‘AEO’ (Answer Engine Optimisation) or ‘GEO’ (Generative Engine Optimisation), the term ‘SEO’ has significant brand recognition and historical understanding. It may be that the definition of ‘SEO’ itself will simply broaden to encompass these new realities. The optimisation efforts are still, fundamentally, aimed at ensuring visibility within search environments, even if those environments are becoming more conversational and AI-centric.

Navigating the New Search Paradigm: Key Strategies for SEO Professionals

For SEO specialists and agencies, the path forward involves embracing this evolution. It means:

• Doubling down on high-quality, authoritative content: Content that clearly demonstrates expertise and answers user questions comprehensively will be crucial for featuring in AI Overviews.
• Understanding and leveraging AI tools: Integrating essential tools for SEO campaigns, including those powered by AI, will be vital for efficiency and insight.
• Focusing on user intent and experience: As AI aims to satisfy user queries more directly, a deep understanding of user intent and providing a seamless on-site experience for those who do click through becomes even more important.
• Adapting to new metrics: Success may not solely be measured by traditional rankings but also by visibility within AI-generated results and the quality of traffic driven.
• Recognising that SEO is a long-term commitment: The landscape is changing, but the need for a consistent, adaptive approach remains.

Ultimately, while the “engine” in “Search Engine Optimisation” is undergoing a profound AI-driven transformation, the core principle of “optimisation” – the strategic effort to improve visibility and relevance in search – remains. The terminology may eventually shift, or ‘SEO’ may simply evolve in its meaning.

What is certain is that SEO specialists and agencies must be agile, continuously learn, and adapt their strategies to thrive in this new, AI-enhanced search landscape. The fundamentals of providing value and expertise will likely become the most “optimised” attributes of all.