SEO Isn't Dead. But Search Has Changed

Zero-click results, AI summaries and in-app search have changed where discovery happens. What has not changed is that people still look for things, and brands that answer clearly still get found. The mistake is treating a decline in one channel report as a decline in demand.

What is genuinely different is the leverage. Thin content built for keyword coverage has almost no value now. Genuine expertise, structured properly, has more than it did — because it is what both conventional and generative search reach for.

Practically: measure demand rather than sessions, invest in depth over volume, keep your structured data honest, and stop optimising for a version of search that stopped existing.