Why SEO Is Still Essential in the AI Era – Backed by Data
With the rise of AI-powered tools like ChatGPT, Perplexity, and Google’s SGE (Search Generative Experience), it’s easy to wonder: Is SEO still worth the investment?
New research says a resounding yes — and it’s not just a hunch. A deep dive into 25,000 user search journeys shows that traditional SEO is not only alive but critical for visibility in the AI age.
A recent study conducted by Authoritas examined how often websites that rank #1 on Google are also featured in AI-generated answers. The findings?
– In Google SGE, the #1 organic search result is included in AI answers 59% of the time.
– In Perplexity, it’s 23%.
– In ChatGPT, only 10%.
While AI platforms may pull from a broader content pool, ranking highly on Google still plays a significant role in getting featured in AI-powered responses, particularly on platforms that value trustworthy, structured data.
Why This Matters:
Search behaviours are evolving, converging SEO, content, and AI optimisation. Businesses must focus on:
– Content quality and structure
– Semantic relevance
– Visibility beyond 10 blue links
What To Do Now:
1. Keep investing in SEO fundamentals
2. Structure your content for AI
3. Monitor your visibility in AI search engines
Conclusion:
AI isn’t killing SEO — it’s reshaping it. Businesses that blend SEO foundations with AI-focused strategies will lead in visibility across search and AI platforms.
Sources:
– Authoritas SEO Research
– Google Search Labs / SGE
