ChatGPT isn’t killing SEO — it’s changing what “visibility” means. Here’s what still works, what’s dying, and how to win in a zero-click, AI-answer world.
James Aitken
Feb 9, 2026
People are asking ChatGPT, Gemini, and Perplexity instead of Googling — and they’re getting answers without clicking a single link.
So the obvious question is: is ChatGPT killing SEO?
Not exactly.
What’s dying is lazy, generic, click-chasing SEO. What’s growing is a new version of SEO where the goal isn’t just rankings — it’s being the source AI chooses to quote, recommend, and trust.
Let’s break down what’s really happening, what still matters, and how to adapt in 2026.
SEO Isn’t Dead. It’s Splitting Into Two Games.
The “SEO is dead” headline has been doing the rounds for years — it just has a new mask now.
The real shift is this:
SEO is splitting into two lanes:
SEO for clicks (traditional search traffic + conversions)
SEO for answers (being shown inside AI responses, summaries, overviews)
If you only optimise for clicks, you’ll feel the pain when fewer people click.
If you only optimise for AI answers, you’ll struggle to convert.
You need both.
The Big Change: People Want Answers, Not Pages
The Reddit conversation nails the vibe:
People aren’t searching like “best CRM 2026”…
They’re asking: “What’s the best CRM for a remote team that hates spreadsheets?”
That’s not a keyword. That’s a situation.
AI tools are winning because they:
reduce steps
remove fluff
summarise fast
feel like a conversation
So yes — fewer people will click the 10 blue links when they get enough info up front.
But here’s the part people miss…
AI Still Needs Sources. It Can’t Invent Reality (Even If It Tries)
AI answers don’t come from nowhere.
Even when tools don’t visibly cite sources, they’re still:
trained on public web content
influenced by what’s most consistent across credible sources
shaped by what search engines already understand and trust
That’s why the Reddit thread keeps returning to the same point:
If you don’t show up in search ecosystems, you won’t show up in AI ecosystems either.
So SEO fundamentals still matter:
technical SEO
strong pages
clear site structure
authority signals
trustworthy content
What’s changing is how that visibility gets used.
“But Google Still Dominates Search… So Who Cares?”
That LinkedIn post is basically the counterpunch:
Google still does insane daily search volume. Most people still prefer it.
And that’s true.
But it can also be true that:
people are using AI for research and thinking
then using Google for verification, buying, local, comparison
In other words: it’s not replacement — it’s behaviour stacking.
Your job is to be visible at every step.
What’s Actually Dying?
Let’s be blunt.
This stuff is getting cooked:
generic “what is X?” blog spam
copy/paste AI content with zero insight
keyword-stuffed pages made purely for rankings
content written for algorithms, not for humans
“we guarantee page 1” agency nonsense
Because AI can summarise that kind of content in one paragraph.
If your content is easily summarised, it’s easily replaced.
What’s Actually Working Now
If you want to win in 2026, you need to become citable.
That means content that has:
a clear point of view
real experience (proof you’ve done the work)
specific examples
original frameworks
stats + sources (when relevant)
proper structure AI can scan
AI (and Google) rewards content that is:
useful, clear, and trusted.
Not just long.
The New SEO Stack
Here’s what I’d focus on now (especially for service businesses + agencies):
1) Answer-first writing
Put the core answer in the first 40–80 words.
Then expand.
2) Topic depth > random blogs
Stop publishing scattered posts. Build clusters:
pillar page (the “main” guide)
supporting pages (questions, comparisons, objections)
3) Make your pages “AI-friendly”
That means:
clear headings
short punchy paragraphs
definitions
bullet lists
FAQs
schema (if you can)
4) Build authority signals that AI trusts
AI doesn’t just look at your page.
It looks at your brand footprint:
mentions
reviews
citations
consistent positioning across platforms
5) Measure visibility beyond clicks
Track:
leads + enquiries
assisted conversions
branded search growth
presence in AI answers (manually for now)
Because traffic can drop while conversions rise.
So… Is ChatGPT Killing SEO?
No.
It’s killing SEO that never deserved to work long-term.
The winners will be the brands that stop chasing loopholes and start building:
trust
clarity
authority
genuinely useful content
SEO isn’t dead.
It just grew up.
If you want help adapting your SEO strategy for a world where AI answers come before clicks, that’s exactly what we build at Jambo Jimbo — content that ranks and gets referenced.
Your move now is simple:
Stop writing for Google. Start writing to be trusted everywhere.
Frequently Asked Questions
Q: Is SEO dying because of ChatGPT and Gemini?
A: SEO isn’t dying — behaviour is changing. More searches end in “zero-click” answers, but SEO still powers visibility in both Google and AI systems. The goal is shifting from clicks-only to visibility + trust.
Q: If people aren’t clicking websites, do keywords still matter?
A: Yes — but the role of keywords is evolving. Keywords still help structure topics and match intent, but conversational, problem-based queries and clear answers matter more than exact-match phrases.
Q: Do backlinks still matter in 2026?
A: Yes. Authority signals still influence what ranks and what gets cited. The difference is that quality + relevance matter more than volume. Strong brand mentions and credible links are the real game.
Q: What is AEO and GEO?
A: AEO (Answer Engine Optimisation) and GEO (Generative Engine Optimisation) are approaches focused on being selected as an answer inside AI systems — not just ranking as a blue link.
Q: How do I optimise content to appear in AI answers?
A: Write answer-first, use clean headings, add FAQs, include specific examples, and build topical authority. AI prefers content that’s clear, structured, and trustworthy.
Q: Will Google become less important?
A: Google is still massive — but it’s becoming more AI-led (AI Overviews, AI Mode, Gemini integration). So “Google SEO” is becoming “search ecosystem SEO.”
Q: Should I stop blogging?
A: No — but stop blogging for volume. Blog with a purpose: decision-stage pages, comparisons, frameworks, real-world examples, and content that supports enquiries.
Q: What should I measure if clicks drop?
A: Track leads, conversion rate, branded search growth, assisted conversions, and engagement quality. Lower traffic can still mean better business outcomes.
