Recently, we have been hearing more and more often the question: “Is it still worth investing in SEO at all?” And honestly? We understand where the uncertainty comes from. You open the internet – and there are headlines: “ChatGPT is killing Google”, “The end of traditional SEO”, “AI is changing everything”. You go to Google and see that the results look different than a year ago – some summaries at the top, less space for classic links. You hear that young people no longer use Google at all, but ask ChatGPT. And you’re wondering: why invest in something that may stop working in a moment? It’s normal to have doubts. We had them too. We’ve been working in the marketing industry for over a decade and we’ve seen a few such moments of uncertainty.
In this article, we want to show you what’s really going on in a simple, accessible way. No industry jargon. No scares. Simply – does SEO make sense in 2025? And if so, what does the work on online visibility look like now?
Why is everyone suddenly saying that “SEO doesn’t work”?
Before we explain what is really changing, let’s make one thing clear: where does all this uncertainty around SEO come from?
Reason 1: The media lives off headlines that evoke emotions
“ChatGPT killed Google” clicks better than “Google is growing”. It’s simple. Portals need visits, so they regularly publish articles about the “end of SEO” or “the death of SEO”. The problem is that such headlines create a snowball effect. Someone reads, I’ll be worried, share on LinkedIn, someone else will pick it up – and suddenly everyone is talking about the same thing, even though they don’t quite know what it’s about.
Reason 2: The way results are displayed on Google is indeed changing
It’s true – Google looks different today than it did a few years ago. At the top of the page, there is often an AI-generated summary (the so-called AI Overview), there are more ads, additional frames with answers. Some people see this and think: “If Google shows the answer right away, why should someone click on me?” And that’s how uncertainty is born.
Reason 3: The emergence of new AI tools
ChatGPT, which responds like a human. Perplexity, which finds information in a new way. Gemini from Google. People start using it and immediately there are articles suggesting that traditional search engines will become a thing of the past, and with them – website positioning. But is it really? Let’s check the facts.
Let’s take a look at the numbers: is Google really dying?
Instead of listening to headlines, let’s look at hard data.
Google’s latest financial results (Q3 2025):
- Google’s revenue surpassed $100 billion in ONE quarter for the first time in history
- This is an increase of 16% year-on-year
- Google’s annual revenue in 2024 was $350 billion – an increase of almost 14% from the previous year
What’s more, Google is not only not dying – it is growing thanks to AI. AI tools (including AI Overview) increase searches, not decrease them. People ask more questions, search more often, are more engaged. Conclusion? It is not worth being guided by headlines. It is worth looking at the data. And the data shows that Google is growing and doing great.
The truth is much simpler: this is not the first time
The truth is: SEO doesn’t die. It is changing.
Importantly, we have already seen several such “ends of the world”:
- “Facebook will kill Google” – it didn’t kill
- “Mobile applications will kill websites” – they did not kill
- “Video ads will kill texts” – they didn’t kill
- “Instagram will kill blogs” – it didn’t kill
Each time it was similar: panic, headlines, predictions of the end… And then everything went on. Just a little different. And exactly the same thing is happening now with AI. To understand what is really changing, we first need to see how people are looking for information on the Internet today.
How do people search for information in 2025?
1. Google – still the most important
Most people still start with Google. But Google looks different today than it did 5 years ago. At the top of the page, you often see an AI-generated summary. This is the short answer to your question – without clicking in any direction. Does this mean that no one clicks on links anymore? No.
Some people will read the summary and click on the source to learn more. Some will immediately scroll down to normal results. And some will actually find the answer and close the page. But: As the data shows, traffic in Google is still growing. What does it mean? That more people search, more people click. It’s just that the results look different now, and the game is also about being the source of these AI summaries.
2. ChatGPT and similar tools
More and more people (especially younger people) are typing a question into ChatGPT, Perplexity, or another AI tool instead of typing a question into Google. The difference? Instead of 10 links to pages, you get a ready-made answer written like by a human. But – and this is crucial – these tools provide sources. They show where they got their information from. And your company can be that source.
3. YouTube
It’s the second largest search engine in the world (yes, YouTube isn’t just about entertainment). People are increasingly preferring to watch a 5-minute video than to read a long article. If your business isn’t on YouTube, you’re losing touch with some potential customers.
4. Forums and groups (Reddit, Facebook, industry communities)
Google is increasingly showing results from Reddit, industry forums or Facebook groups. Why? Because people trust other people, not just the official websites of companies. If someone is looking for reviews about a product or service, they want to see real experiences, not just advertising.
The most important question: Where does ChatGPT get its information?
Now pay attention – this is the most important thing that everyone forgets. Let’s assume that tomorrow everyone stops using Google. Everyone will switch to ChatGPT, Perplexity, or other AI.
Where will these tools get their information from?
They will not invent them on their own. They will not create them out of thin air. They have to get it from somewhere – from websites that are visible in Google, Bing and other search engines. In other words: even if people stop clicking directly on Google, your website still needs to be visible and well-optimized, otherwise the AI won’t know about you.
For example:
Someone asks ChatGPT: “What company in Poland offers the best solutions in area X?” ChatGPT will search the internet, find pages that are well optimized for such a question, and provide an answer. Your business could be there. Or competition. It doesn’t depend on ChatGPT. It depends on whether your website is visible on the internet.
Conclusion?
Whether someone searches on Google, ChatGPT, or anywhere else – the rules are the same:
✅ Your website must be visible and well-optimized
If an algorithm or artificial intelligence has a choice of a website that is well-positioned, properly structured and inspires trust – it will draw information from it. It is worth taking care of it.
✅ Content must answer specific customer questions
In addition to general content (which is always worth having as a basis), it is becoming increasingly important to respond to an increasingly narrow category of queries. It is these detailed answers that build visibility in new AI tools.
✅ It must be clear that the company is an expert in its field
Texts should be prepared from the position of an expert – supportive, with the actual intention of helping the client. This builds the authority that both humans and algorithms are looking for.
✅ Content structure is crucial
It has always been important, but now it is reaching an even higher level. The clear structure helps both users and AI to find answers quickly.
What has changed in SEO? And what has remained the same?
What’s changed:
Answering real customer questions
The basis of effective SEO has always been and will always be understanding what your customers are really looking for. In our work, we always base our content proposals on specifics:
- What’s currently being searched for in your industry
- What questions do people ask after typing the main phrase
- What additional topics are they interested in
Knowing WHAT to write is just as important as knowing HOW to write.
Content must be useful and valuable
The era of writing only in terms of keywords is just fading. Algorithms are getting better at assessing the quality of content, so it is no longer enough to “throw” the right phrases into the text. Content must actually help, educate, solve problems. This is noticed by both users and search engines.
Credibility and trust building
That is why the following are so important:
- Customer Reviews
- Specific projects and examples
- Advice based on experience
- Transparency in communication
All this builds authority, which translates into better visibility.
The website must work smoothly
A slow site that doesn’t work on your phone? The customer will leave in a few seconds. Your website must be adapted to modern standards: fast, responsive, intuitive. This is the basis without which even the best content will not work.
❌ Artificially “stuffing” the page with keywords no longer works
Algorithms are now advanced enough to recognize whether a text is written for humans or just to “have keywords.” Mechanical repetition of phrases not only does not help – it can even harm.
❌ “Robot” content is easy to spot
Texts generated with one click in ChatGPT without any processing? Algorithms can detect this. People will also sense it when reading.
❌ You can’t just focus on Google
Google is still a staple – according to the Pareto principle, it probably accounts for about 80% of traffic for most businesses. But it’s worth slowly appearing in other places as well:
- Social media (LinkedIn, Facebook, Instagram – depending on the industry)
- Industry forums
- YouTube
- Newsgroups
All of this builds your presence where your customers are.
What’s new and important:
🆕 Google shows more AI summaries at the top of the results
Your website can be the source of these summaries – or it can be your competitors. It’s a matter of proper optimization.
🆕 ChatGPT and other AIs cite sources
If your website is well-prepared, AI can recommend your business as a reliable source of information.
🆕 Google is more likely to check if you really know your stuff
Do you actually have experience? Do people trust you? This is now more important than ever.
🆕 The structure of the content needs to be even clearer
Clear headlines, specific answers, a logical layout – this helps both humans and algorithms to quickly find what they are looking for.
What about these new abbreviations that are appearing in the industry?
Maybe you’ve recently come across abbreviations such as: AEO (Answer Engine Optimization) or GEO (Generative Engine Optimization). They sound mysterious, don’t they?
What does this mean in practice?
These terms refer to optimizing content for new AI tools – such as ChatGPT or Google AI Overview. The idea is that the website should not only be visible in traditional Google, but also cited by artificial intelligence tools. We also use these terms more and more often in our work – and it is worth bearing in mind that this is not a completely detached field.
Under the façade of these new abbreviations is still traditional SEO
The foundations remain the same:
- Answering specific questions
- Building authority and trust
- Attention to the quality of content
- Clear structure
AEO and GEO are actually further modules, additional blocks that build on the solid foundations of positioning that we have known for years.
What does it look like in practice?
If you have a well-optimized website for traditional positioning – you have already done most of the work. Now there are a few additional elements:
- Structure responses even more clearly
- Optimization for specific questions (not just general topics)
- Building authority through citations, links, opinions
It’s an evolution, not a revolution. Good SEO basics account for about 80% of success – the rest is adaptation to new realities.
Summary: SEO still makes sense – but it requires a conscious approach
Let’s go back to the question from the beginning: “Is it still worth investing in SEO?” The answer is yes. But you have to understand that it looks a little different now than it did a few years ago.
What hasn’t changed:
- People are constantly searching for products, services and information on the Internet – every day, millions of times
- Google still dominates as a search engine (recall: over $100 billion in revenue in one quarter, up 16% year-on-year)
- The website must be visible to gain customers – this has not changed
What’s changed:
- Google shows more AI-generated summaries
- People also search in ChatGPT, YouTube, industry forums
- Competition is greater – you need to be better, more visible and more valuable
- Algorithms are smarter – they can no longer be fooled with simple tricks
What does this mean for your business?
SEO is still one of the best long-term investments in online marketing. But this is not a sprint – it is a marathon.
The key to success is:
- Regularity in action
- Creating real value for your audience
- Attention to quality, not just quantity of content
- Adapting to new realities (AI, omnichannel)
If you approach it strategically – the effects will come and stay for a long time. P.S. Remember: AI won’t kill SEO. But it can leave behind companies that won’t adapt to change. Don’t wait for the competition to overtake you – act today.