SEO is dead and technical SEO is useless
You’ve read this many times, right?
Today you’re going to hear the truth.
Hopefully this will be worth your time.
Don’t listen to SEO gurus and influencers…
Some of you sent DMs telling me that outdoor videos were distracting and I understand your remarks. I might invest in creating a video studio with exceptional sound and video quality, but I’m simply too busy for now. For me, filming when I walk is the easiest and most efficient way to share my thoughts.
If you don’t want to watch the video, here’s the summary:
1. SEO never died… but many inaccurate definitions are obsolete. The only thing that died were poor definitions.
2. AI search impacts organic search, but most of the time, it is minimal. A few percent of organic traffic comes from AI answer engines such as ChatGPT, Perplexity, Gemini or Claude. That’s something, but that’s not enough to justify the hype.
3. SEO is so alive that senior SEO consultants face unprecedented demand! Because SEO has never been that complex, in 2025 the best SEO strategists are in extremely high demand.
4. Technical SEO has always been essential, and in the age of unsophisticated AI & LLM web crawlers, optimizing the rendering strategy of websites can have interesting benefits beyond the crawl budget.
Watch the video till the end if you are curious about the impact of rendering JavaScript…
As usual, you are welcome to disagree with everything I say in this video 🙂
© Feb 24, 2025 – Elie Berreby – Senior SEO Strategist
3 Comments
Brent Rangen
February 24, 2025Great points and I agree with everything you have said. One thing that I noticed while Google was starting to eat market share, we as SEO’s, we grossly underestimated the usage rate of users. Meaning, even if we KNEW it was better, it doesn’t mean users will be quick to adopt. For that reason, not only with traditional SEO need to exist, I believe many of the early learnings of SEARCH will be relearned through LLM’s and AI Bot behavior. An example of this is ONE wiki page doing more than 2,000 profile links from forums.
I wish adoption happened faster, but then again, lmgtfy was a great way to train interns. Now we need one for AI 😀
Elie Berreby
February 24, 2025Great comment! I didn’t expect you to agree with everything, Brent!
Yes, it is indeed clear that AI search is learning the ABCs of search! 😀
SEO已经死了，技术SEO毫无用处。 - 偏执的码农
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