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Jarik Oosting
Jarik Oosting
  • General SEO information - SEO Strategy
  • 5 minutes reading time

SEO Armageddon? Not quite, but AI is bringing about major changes

In recent months, the term “SEO Armageddon” has been popping up more and more often. What’s behind this? The ongoing rollout of AI-driven search results by Google, Bing, and even ChatGPT. The term has been used more frequently, especially since Google announced it would continue rolling out AI mode. This new interface within Google is currently available only in the United States and is answering more and more search queries directly—without the user even having to click on a link. This has SEO specialists in a panic: Will our jobs disappear? Or will we lose all our organic traffic?

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The short answer: no. SEO isn’t dead. Since Google’s launch, SEO has undergone many changes and still offers added value as a growth channel. But anyone who thinks everything will stay the same is mistaken.

In this article, I’ll explain what AI mode is, why “SEO Armageddon” is an oversimplification, and, most importantly, how you should revamp your SEO strategy. This includes new KPIs, broader platform choices, and strategic suggestions to help you stay ahead of the curve.

What is AI Mode, and where do we stand now?

AI Mode is the name of Google’s new search experience, which focuses on AI-generated answers. This interface combines search results with AI-generated summaries in natural language, based on multiple sources, and is designed to help users find faster and more comprehensive answers to complex questions.

Over time, AI Mode will not only replace Google’s AI Overviews, but will also become the standard search experience for an increasing number of users worldwide, on both desktop and mobile. Google is expanding AI Mode to cover more types of search intent, ranging from informational to commercial. Extensive testing is currently underway with AI-generated shopping recommendations, product comparisons, and visual elements.

Key features of AI Mode:

Answers are generated based on multiple sources. Sometimes these sources are displayed with links, but not always in a prominent location.

Users can ask follow-up questions or request more detailed answers within the same interface, without having to enter a new search query.

Google is testing integrated shopping results in AI interfaces, similar to what ChatGPT displays in partnership with Bing.

The message is clear: Google’s AI mode is no longer an experiment, but the core of the new search experience. SEO must adapt to this changing landscape.

Why do people call it “SEO Armageddon”?

For many marketers, this shift feels like a disaster. That’s because the AI trend affects how you measure your results, the results themselves, and the control you currently have over how you appear in search results.

  • The number of clicks is declining. We’re already seeing more and more often in the U.S. that search queries are answered directly in AI mode. Users no longer even need to view the search results page. That means your content may still be used, but you won’t receive a click or a visit.
  • Citation is unpredictable. Although Google says it wants to be transparent about the sources it uses, in practice it’s often unclear exactly which sources are used in AI Overviews. And even if your content serves as the basis, you’re by no means always credited or linked to.
  • Your competition is changing. You’re no longer just competing for the top spot in organic search results, but also for visibility in an AI-generated answer. This means you’re indirectly competing with the AI interface itself.
  • Limited insight and limited control. It’s hard to determine whether and how your content is being used in AI-generated answers. You can’t see it in Search Console, and you can’t measure it in Analytics. And as for optimization? For now, that remains partly a matter of guesswork.

It’s not surprising that this evokes feelings of loss, frustration, and even threat. All the rapid changes in the field of AI bring a great deal of uncertainty and are also difficult to keep up with. But the good news is: it’s not the end of the world. Those who adapt will have more than enough room to maneuver.

What’s true and what isn’t?

 

The classic search results page with 10 blue links is disappearing. It’s not a question of if it will happen, but only when it will be rolled out in all countries. AI Overviews are already taking up more and more space, both at the top and among the results. With AI Mode, this goes a few steps further. So this isn’t hypothetical—it’s already happening.

You can rank at the top of the organic results, but still be barely visible if AI Overviews or product cards appear above them. Ranking first means nothing if you’re 1,000 pixels below the fold. Furthermore, measuring visibility in AI Mode is complicated because Google tailors the AI responses to each user. Still, tracking prompts and search terms gives you an idea of how discoverable you are and what your website needs to be optimized for.

The introduction of Organic Shopping in ChatGPT shows that commercial search intent is not immune to these changes. This affects affiliate SEO, e-commerce SEO, and even marketplaces. Moreover, this also applies to AI Mode, where Google could, in theory, even place an order on behalf of the user.

Strong, reliable content and demonstrating your expertise remain the foundation on which AI models build their answers. No content means no AI results. So good SEO still plays a key role—just within a different context. Furthermore, E-E-A-T is becoming even more important. And don’t forget that some of your competitors can’t keep up with all of this, which gives you a leg up.

Change Your KPIs: Measure What Really Matters

Many agencies still focus primarily on average keyword rankings or the number of visitors generated by SEO. The CTR has been declining for years—this isn’t something that just happened overnight. Google wants to retain as much traffic as possible on its own platform. But anyone who still blindly focuses solely on rankings and sessions these days is looking backward. The playing field has changed, so your KPIs need to evolve as well. Good KPIs to focus on now are:

Use tools like AccuRanker to measure how far your content is visually from the top of the SERP. A ranking of 3 means nothing if there are 800 pixels of AI-generated content above it.

Quality over quantity. What portion of your organic traffic converts, contributes to brand awareness, or leads to a sign-up? Don’t measure what you bring in—measure what it delivers.

How visible are you within a specific theme or topic cluster compared to your competitors? This is the key strategic KPI for brands that take SEO seriously as a channel.

Are you visible in AI Overviews, featured snippets, shopping cards, or video carousels? Every element in the SERP counts and requires specific optimization. What’s more, you’ll also have a better chance of being found in AI Mode if you’re already appearing in AI Overviews. And typically, the featured snippet appears in AI Overviews, just like the traditional number 1 result.

Consider the combination of visibility and click potential. Some AI responses do not offer click opportunities—you’ll want to be visible there, but you shouldn’t expect any traffic. Others do, and that’s exactly what you should aim for if you’re not yet discoverable for those specific queries or prompts. Within SmartRanking, we’ve built our own modeling framework to provide insight into this for every project.

SEO Is More Than Just Google: Expand Your Horizons

SEO used to be synonymous with “getting found on Google.” That hasn’t been the case for a long time, and in the age of AI, this reality is becoming even more urgent. That’s why it’s important—both as an SEO specialist and as a company—to think and act more broadly. For example, you should also focus on:

  • Pinterest SEO. Pinterest is no longer just a digital bulletin board, but a full-fledged visual search engine. Users actively search for inspiration, ideas, and products. Especially in areas such as lifestyle, food, interior design, and fashion, Pinterest is a powerful platform for increasing your visibility. SEO here revolves around visual appeal, relevant boards, and effective keyword targeting in descriptions.
  • YouTube SEO. YouTube is the world’s second-largest search engine. Video isn’t just a form of content—it’s a searchable source of information. A good SEO strategy for YouTube revolves around, among other things: a catchy title, clear descriptions, subtitles, tagging, and attractive thumbnails that increase the CTR.
  • Amazon and other marketplaces. More and more product-focused searches don’t start on Google, but directly on marketplaces like Amazon, Bol.com, or Etsy. Optimizing your product titles, descriptions, bullet points, and customer reviews is key to ranking at the top there. Marketplace SEO requires an understanding of marketplace algorithms and conversion behavior.
  • ChatGPT / SearchGPT / Bing Copilot. Conversational AI platforms, such as ChatGPT, are rapidly evolving into full-fledged information and shopping environments. Test how your brand or products appear when users ask questions in ChatGPT or Bing Copilot. Strong brand recognition, clear product information, and entity optimization increase the likelihood that you’ll be visible within these new interfaces.
    • As part of our own toolset, SmartAI, we have developed an LLM tracker. Are you interested? Feel free to contact us.
  • Organic Shopping. Organic Shopping is becoming an increasingly important part of your overall visibility on Google. For some time now, Google has been displaying expanded blocks of organic shopping results above or between regular search results. These blocks feature products from online stores that are well-optimized for Google Merchant Center and have strong product-level content. With the advent of AI mode, Organic Shopping is taking on an even greater role. Google is actively experimenting with including product recommendations in AI responses, integrating organic product listings into the generated results. ChatGPT, in collaboration with Bing, now also displays Organic Shopping results for commercial prompts.

The way people search is no longer limited to a single platform and has become increasingly fragmented over the past few years. From visual search engines like Pinterest to generative interfaces like ChatGPT: search queries are simply spread across multiple environments. For SEO, this means a shift in the approach that’s often taken. A forward-looking strategy isn’t limited solely to Google but is focused on being visible wherever your target audience is searching.

AI as Both a Threat and a Tool

AI is changing the playing field—that much is clear. But while some see mainly risks, forward-thinking marketers also see new opportunities. Those willing to view AI not as a threat but as a tool can accelerate processes, gain deeper insights, and respond more quickly to changes in the search landscape. Here are some concrete ways AI is already adding value to your discoverability today:

  1. Updating Content at Scale. Updating Content at Scale: Many websites have hundreds, sometimes thousands, of pages that become outdated. AI can help quickly and systematically identify and rewrite outdated content. This includes adding new insights, reorganizing information based on current search intent, or improving the structure and readability.
  2. More Efficient Internal Linking. A good internal link structure helps search engines understand context and pass on value. Still, in practice, this remains a time-consuming task. AI tools can make suggestions based on relevance, hierarchy, and search intent, making it easier for you to build a strong network of internal links.
  3. Understand search intent faster. Understanding the underlying intent behind a search query remains crucial. AI models can help you speed up SERP analysis and immediately identify what type of content is needed: is it for exploratory research, comparison, or a purchase? These insights directly translate into a better content strategy.
  4. From a rough outline to well-thought-out content. You can use AI to create a first draft of, for example, a blog structure, product description, or FAQ section. Then, as an expert, you can add depth by incorporating nuance, context, and authority. This way, you combine speed with quality while maintaining control over the content.

Future Scenario: What if AI Mode were displayed everywhere?

Let me take you into the near future. Google has now made it clear that AI Mode will play a central role in the search experience and that it won’t be limited to purely informational searches. Commercial, local, and transactional intents will also fall under AI Mode in the future. Consider examples such as:

  • “Best noise-canceling headphones for under €200”
  • “Highly Rated Hair Salon in Groningen”
  • “What is the difference between spelt and wheat?”

In cases like these, AI Mode is useful for users, and Google is also able to generate a good answer without displaying a list of traditional search results. Google also shows products, providers, or locations directly within the generated context.

If your brand or product isn’t listed there, you’re simply out of the game. That calls for a new way of thinking about discoverability.

What this means for your SEO strategy:

In a world where AI constructs answers from snippets of content, it’s essential that your brand itself plays a role in that process. Work on building brand recognition, visibility, and trust so that you’re chosen as a source more often.

AI models think in terms of entities: who you are, what you offer, and what you stand for. Optimize your structured data, strengthen your brand profile, and ensure that your brand identity is consistent across all relevant platforms.

AI relies on well-structured, substantive information. Make sure your content is organized logically, aligns with the E-E-A-T principles (Expertise, Experience, Authoritativeness, Trustworthiness), and provides solid coverage of your subject matter.

AI actively searches for content that adds value compared to what already exists. Google strongly recommends focusing on unique insights, original opinions, experience, and expertise. In short: anything that cannot easily be copied by others (or AI). Content that truly adds value is more likely to be recognized as valuable and reliable.

Visual content plays an increasingly important role in how both AI and users process information. By adding relevant images, illustrations, infographics, or videos, you not only make your content more engaging but also more informative. Google emphasizes that this type of content can signal depth, reliability, and user-friendliness. Make sure your visuals are relevant and support the content, and optimize them with proper filenames and alt tags.

The bottom line: SEO is changing, but it continues to add value

Despite all the concerns and uncertainty, there is no such thing as an SEO Armageddon. But the landscape is indeed undergoing fundamental changes, and it’s important to adapt to them. Because:

  • The SERP is no longer static.
  • AI is increasingly determining what is visible.
  • Your traffic from Google could drop by as much as 35%.
  • Your KPIs need to evolve along with the changes.

SEO is less and less about tricks. It becomes even less of a trick with AI Mode. Because it’s all about your brand strategy, content distribution, and visibility across multiple platforms simultaneously. Those who adapt their strategy now, focus on tailored KPIs, and dare to think beyond Google will soon have a head start. The rest will be playing catch-up. And once you look at the facts, it’ll be hard to catch up.

Do you need help with your visibility in AI Mode?

Are you curious about how your visibility compares to the competition, now that Google is shaking up the playing field again? Or do you want to know if you’re already taking the right steps to stay visible once AI Mode is fully rolled out? At SmartRanking, we help brands stay strategically discoverable. In the right places, with the right value.

Feel free to contact us—there's no obligation

Our specialists will work with you—with no obligation—to explore the opportunities, assess where you stand as AI Mode is rolled out, and help you remain visible in this changing landscape. During an introductory meeting, we’ll discuss your current strategy and guide you on how to refine it.

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Jarik Oosting

This article is written by Jarik Oosting

With a passion for SEO and an unmatched drive for results, Jarik Oosting is the driving force behind SmartRanking. With over 15 years of experience in the field, he has built an extensive body of knowledge spanning technical SEO to complex site migrations. As the founder of SmartRanking, he has assembled a team of like-minded SEO specialists who help businesses achieve sustainable online growth.

His academic background in information science at the University of Groningen, with a specialization in natural language processing, gives him a unique perspective on the world of SEO. For Jarik, it’s not just about visibility in search engines, it’s about sharing knowledge and guiding businesses toward sustainable online success. That mission also led him to write a Dutch book about GEO.

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