Will AI Replace SEO: What Expert Research Suggests in 2025

Whenever there’s a buzz about new AI advancements, one question remains: will AI replace SEO? 

Some think it’s inevitable. Others argue that SEO will always require a human touch, no matter how advanced AI becomes. So, where does the truth lie?

To answer your burning questions, we’ll explain exactly how AI impacts SEO, what this means for specialists, and why human creativity, strategy, and experience still have the edge. We’ll also explore how the future of SEO with AI is shaping up, what experts are predicting, and how you can keep your skills sharp amidst all these shifts.

How AI is transforming SEO workflows today

AI is already embedded into many teams’ core and SEO workflows. Whether you realize it or not, tools you’re likely already using—like Google Search Console suggestions, AI overviews, and obviously ChatGPT—are driven by machine learning algorithms.

But how exactly is AI impacting SEO workflows today? Let’s break down the major areas:

1. Content creation and optimization

AI writing tools like Writesonic and AI chatbots like ChatGPT are now regularly used to generate content outlines, meta descriptions, blog posts, and social media captions. These tools scan vast amounts of online data, analyze top-performing content, and create drafts based on trending keywords and queries.

But it doesn’t stop at creation. AI is also being used to optimize content for SEO. 

AI SEO tools like Chatsonic, Clearscope, and many more, analyze your content against competitors, suggesting ideal keyword placement, word count, readability, and even internal linking recommendations. 

While AI can churn out content quickly, it lacks experience-based judgment. It can recommend keywords but won’t understand your audience’s pain points and industry knowledge the way you do. The best-performing content today blends AI-generated efficiencies with human creativity and strategy.

2. Technical SEO automation

Technical SEO used to be a tedious, manual job. Think: crawling for broken links, checking site speed, optimizing schema markups, and monitoring indexing issues. Now, AI tools are automating much of that heavy lifting. 

Platforms like Screaming Frog and Writesonic’s SEO audit tool are integrating AI to flag issues and prioritize them based on potential traffic impact. Google’s own AI systems, like RankBrain, influence how content is indexed and ranked, adapting to user intent in real-time.

So yes, AI is making technical SEO workflows faster, more efficient, and automated, but it still requires a human expert to interpret the results and act strategically.

3. Data analysis and pattern recognition

SEO is data-heavy. You’re tracking rankings, CTRs, bounce rates, backlinks, and dozens of other metrics. But, analyzing all of these metrics manually is time-consuming and prone to oversight.

AI simplifies this through predictive analytics and pattern recognition. Keyword research tools like SEMrush and Ahrefs use machine learning to identify which queries could perform better, which pages are losing traction, or which competitors are gaining backlinks you might have missed.

Even Google Analytics 4 incorporates AI to highlight trends and forecast future behaviors. 

AI excels at handling massive datasets, but again—it’s not enough on its own. You need to ask the right questions, interpret the patterns, and turn those insights into actionable strategies.

💡Learn more about: How to Use AI for SEO in 10-Steps

Will AI replace SEO professionals? What experts and research suggest

Let’s get one thing straight: AI is changing how traditional SEO is done but replacing SEO specialists entirely? The data and experts suggest otherwise.

Here’s what industry experts and research say about the impact of AI on SEO and whether artificial intelligence will replace traditional search:

1. Technical SEO is not going away

In Mike Grehan’s recent podcast, “Inside Marketing,” Google’s John Mueller emphasized how technical SEO will continue to be important for search engines and for AI search. 

He states in the podcast:

In short, technical SEO will always remain an important part of how search engines look at your website, ultimately affecting your visibility through SEO or AI-driven search. 

2. AI’s role in SEO is more about augmentation than replacement

Industry experts generally view AI as complementary rather than competitive. 

As Todd Mintz, a PPC and SEM expert, explains: “The art of using AI to enhance (but not replace) people-written content is what’s being completely missed here”. 

Similarly, Jeff Coyle, co-founder at MarketMuse, argues that AI will allow SEO professionals to become “the stars of tomorrow” by handling routine tasks. 

According to a recent survey, 86% of SEO professionals have integrated AI technologies into their strategies, utilizing it for content optimization and keyword research tasks. Moreover, they’ve seen improved SEO performance through the use of artificial intelligence. 

This integration suggests that AI is being adopted to improve efficiency, not to eliminate the need for human expertise.

3. Content holds more value in the era of AI search

With AI overviews and instant summaries of search queries available through Google and platforms like Perplexity and ChatGPT, you might think well-research long-form content is dying. 

But here’s what Google’s CEO, Sundar Pichai, stated in an interview with Andrew Ross Sorkin at the New York Times DealBook Summit: 

Ultimately, AI search relies on existing content that’s floating around online. If long-form research-backed articles, blogs, books, or whitepapers cease, AI search will also fail to produce accurate and helpful results effectively. 

4. AI and SEO will work together

John Mueller from Google has shared that RAG (Retrieval-Augmented Generation) is how he ties SEO practices to AI search engines and how the SEO ranking process still plays a role. 

In short, the traditional process of indexing, crawling, and ranking still exists, keeping SEO relevant and necessary for ensuring websites are discoverable and optimized for search engines.

The bottom line: Will AI replace SEO specialists?

AI is transforming traditional search, not replacing SEO professionals. As John Mueller points out, technical SEO remains crucial for AI-driven search. AI should be considered a complementary tool, enhancing human-created content rather than substituting it.

Sundar Pichai emphasizes that high-quality, trustworthy content becomes even more valuable in an AI-dominated landscape. This means that the future of SEO lies in effectively combining human expertise with the efficiency of AI. 

💡 You might also like: Will Marketing be Replaced by AI? What You Need to Know 

How will AI change SEO? The future of SEO with AI

As AI continues to evolve, its influence on SEO is becoming increasingly profound. The future of SEO with AI is not just about adapting to new tools but embracing a shift in strategy that prioritizes user experience and engagement.

Here’s what you can expect to see for the future of SEO with AI:

1. Optimizing for people-first content over keyword stuffing

The days of keyword stuffing are behind us. AI algorithms, like Google’s BERT, are designed to understand the context and intent behind search queries. 

This shift means that content must be crafted with the reader in mind, focusing on providing value and answering questions naturally. 

In fact, a study by Backlinko found that content with a clear, user-focused approach ranks higher in search results, emphasizing the importance of people-first content.

Keyword optimization will still remain valuable but as part of a wider strategy. It’s about creating meaningful interactions and standing out in a digital world filled with information overload.

As a result, Google also emphasizes creating content that aligns with its E-E-A-T guidelines to ensure that only helpful, people-first content ranks instead of content created just for the sake of visibility. 

💡Also read: Is AI-Generated Content Good for SEO? What Google Actually States

2. AI overviews will dominate SERP rankings

In May 2024, Google launched AI Overviews, a new search feature that uses Gemini (Google’s AI) to provide quick and direct responses to user queries. 

These overviews are AI-generated summaries that appear at the top of search results, providing quick answers to user search queries synthesized from multiple sources. 

As you can see, if your content is ranking in AI overviews, you automatically get a boost in visibility as it is the first thing that appears in search results. 

According to a study by EngingeScout, featured snippets can increase click-through rates by up to 35%, highlighting their significance in SEO strategies.

These concise summaries provide users with quick answers to their queries, often appearing in featured snippets. To capitalize on this trend, content creators must ensure their material is structured so that AI can easily extract and display key information. 

This involves using clear headings, bullet points, concise and direct language, and answering relevant questions. 

3. Prioritizing generative engine optimization and AI-first search

Generative engine optimization (GEO) is the next frontier in SEO. As search engines become more AI-driven, optimizing for AI-first search will be crucial. 

GEO focuses on optimizing content for AI-powered search tools like ChatGPT, Perplexity, and Google’s AI Overviews. 

But generative engine optimization or LLMO doesn’t list links like traditional search results; it synthesizes answers from multiple sources and delivers them in a conversational manner.

For example, if you ask Perplexity, “What is the difference between GEO vs SEO,” you can see that the AI has cited Writesonic as a source. 

💡 Related to your reading: 20+ ChatGPT Prompts for SEO Tested by an SEO Expert

This involves understanding how AI interprets content and ensuring that it aligns with the algorithms’ preferences. By prioritizing GEO and LLM optimization, businesses can maintain their visibility in an increasingly AI-dominated landscape.

4. Local search optimization and voice search

AI is revolutionizing local search optimization by providing more personalized results based on user location and preferences. Plus, more users are turning to voice assistants like Siri, Alexa, and Google Assistant, so optimizing for voice search is becoming crucial.

To stay ahead, businesses need to optimize their content for voice search by using natural language and focusing on local keywords.

Since voice search queries are often longer and more specific than text queries, SEO teams must prioritize long-tail keywords and structured data to ensure their content is accessible and relevant to voice search users.

This also means optimizing for local SEO queries like “nearest coffee shops” or “best digital marketing agencies in New York” for higher, more relevant visibility for your business. 

5. Demand for direct, conversational answers 

With the surge in AI models like ChatGPT, users now seek quick, precise responses that address their queries without unnecessary complexity. 

As a result, organizations must adapt their content strategies to meet this demand by structuring information to anticipate common user questions and deliver straightforward, easily digestible answers. 

For example, a company offering financial services might create an easy-to-navigate Q&A format blog post addressing specific questions like “What percentage of my income should I save?” or “What are the best retirement accounts for tax benefits?” instead of a lengthy article on “How to Save for Retirement.” 

This approach enhances user experience and increases the likelihood of appearing in featured snippets and AI-generated overviews.

Moreover, optimizing for natural language processing and understanding user intent will become increasingly important as AI evolves. Businesses prioritizing clear, conversational content will be better positioned to succeed in AI-driven search and SEO. 

💡 Also read: 12 Powerful AI SEO Tips to Skyrocket Your Google Rankings

How to future-proof your SEO career 

1. Embrace AI and emerging technologies

Artificial intelligence is clearly reshaping traditional SEO, and there’s no going back. To stay relevant in the industry, exploring AI tools and how they can optimize your workflow is crucial. 

These tools can automate SEO routine tasks, analyze vast datasets, and provide insights that inform your strategies. For instance, AI can assist in identifying keyword opportunities and predicting search trends, allowing you to craft content that meets user needs effectively. 

By leveraging artificial intelligence, you position yourself at the forefront of technological advancements in SEO. On the other hand, if you try to deter the use of AI or remain hesitant, you’re only falling behind while others race ahead using innovative strategies. 

2. Master data analysis and content strategy

With AI automating many routine tasks like content creation and keyword research, SEO professionals will get more time to strategize. 

This starts with understanding how to interpret data from various analytics platforms enables you to make informed decisions. 

Mastering data analysis for SEO and content allows you to identify patterns, measure content performance, and adjust strategies accordingly. Coupled with a robust content strategy that focuses on delivering value to your audience, you ensure that your SEO efforts are both data-driven and user-centric.​

3. Commit to continuous learning

To maintain your edge, it’s essential to engage in continuous learning. This involves staying updated on industry trends, algorithm changes, and emerging best practices. 

A few ways to incorporate continuous learning for SEO professionals include:

• Attending industry webinars and SEO conferences. 
• Enrol in short-term courses.
• Engage with professionals in communities and forums like Reddit and LinkedIn.
• Follow industry experts like LinkedIn influencers. 

By integrating AI tools, honing your data analysis capabilities, and committing to ongoing education, you position yourself to thrive in the dynamic field of SEO. These steps not only future-proof your career but also enhance your ability to drive meaningful results in an increasingly competitive industry. 

💡 Also check out: Latest SEO Trends from Evolving Beyond Google to “Search Everywhere”

Bottom line: Will AI kill SEO?

No. SEO isn’t going anywhere.

The bottom line is simple—SEO will exist as long as people keep searching. Whether users are typing queries into Google, speaking to voice assistants, or interacting with AI chatbots, the need to optimize content for visibility and relevance stays constant.

Ultimately, user search is not something that will die out. People are constantly searching for queries, whether it’s through search engines or chatbots. 

AI might change how search works. It might automate tasks, introduce AI overviews, or prioritize direct answers. But at its core, search is about connecting users with the right information—and that’s where SEO professionals come in.

So, whether it’s AI-first search engines or traditional SERPs, one thing’s clear: SEO will evolve, not disappear. Your job is to evolve with it.

FAQs

1. Can AI replace SEO experts?

AI can assist SEO experts by automating repetitive tasks and providing data-driven insights, but it cannot fully replace the strategic thinking and creativity that human experts bring to the table.

While AI excels at analyzing data and identifying patterns, human expertise is crucial for crafting strategies that resonate with audiences and adapt to changing trends.

2. Is SEO going away with AI?

SEO is not disappearing with AI; instead, it’s evolving. AI is transforming SEO by introducing concepts like Generative Engine Optimization (GEO) and AI-first search. 

Examples of this can be seen in Google’s AI Overviews and cited sources that appear in AI search engines like ChatGPT and Perplexity. 

These advancements require SEO strategies to focus more on user-centric content and adaptability to AI-driven search algorithms. SEO still remains vital for online visibility and engagement, professionals just need to ensure optimization for AI-search and changing algorithms. 

3. Can SEO be done by AI?

AI can handle many aspects of SEO automation, such as optimizing content for search engines, performing technical audits, competitor analysis, and identifying keywords. 

However, effective SEO requires human oversight to ensure content aligns with brand values and resonates with target audiences. AI enhances SEO processes but cannot fully replicate the strategic and creative aspects that humans provide.

4. Will SEO exist in the future?

Yes, SEO will continue to exist and adapt to technological advancements. The future of SEO involves optimizing for AI-driven search engines and focusing on user experience. 

Concepts like Large Language Model Optimization (LLMO) and AI-generated summaries are becoming integral to SEO strategies, ensuring that businesses remain competitive in an AI-influenced search environment.

Saloni Kohli

Content Strategist

Saloni Kohli, content strategist at Writesonic, brings creativity and strategy to SEO content optimization and marketing. Known for her deep understanding and experience of SEO and content marketing in the B2B SaaS industry, she's passionate about boosting brand visibility and conversions.