“SEO is dead.”How many times have you heard that headline? It pops up almost every year, especially with the rise of new technologies like AI, voice search, and now Google’s AI Overviews. But according to Gary Illyes, Analyst at Google Search, that idea couldn’t be more wrong.
In a recent statement, Illyes reaffirmed what SEO professionals have known all along: Search Engine Optimization is not dead — it’s simply evolving.
The Myth That Won’t Die
Gary Illyes jokingly pointed out that people have been declaring SEO “dead” since 2003. Over two decades later, SEO remains one of the most powerful digital marketing tools. In fact, it’s more relevant than ever — it just looks different today.
What’s changed? Not the purpose of SEO, but the methods. Gone are the days of keyword stuffing and spammy backlinks. Today, it’s all about user experience, content quality, and technical excellence.
SEO Is Adapting, Not Disappearing
While search engines are getting smarter and introducing AI-driven tools like AI Overviews, Google hasn’t replaced the need for SEO. In fact, Google didn’t even create a new acronym for AI Overviews, showing that their core focus — search and user intent — hasn’t fundamentally changed.
What Google wants is simple:
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Valuable, trustworthy content
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Fast-loading, mobile-friendly websites
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Clear structure and semantic markup
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Great user experience
If your SEO strategy focuses on these fundamentals, you’re on the right track — AI or no AI.
What You Should Focus On Now
In light of Gary Illyes’ comments, it’s clear that SEO professionals should refocus on the basics while adapting to modern search trends.
Here’s how:
1. Create Value-Driven Content
Google prioritizes helpful, relevant, and original content. Stop writing for bots — write for people.
2. Optimize for Experience
Page speed, mobile optimization, clean navigation — all of these impact how users and search engines view your site.
3. Leverage Structured Data
Help Google understand your content better by using schema markup.
4. Stay Updated
The algorithms may shift, but your adaptability is your strongest tool. Keep learning, testing, and refining.
Final Thoughts:
Gary Illyes’ statement is a reminder: SEO is not dead — it’s evolving with search. Those who cling to outdated tactics will fall behind. But those who stay agile, data-driven, and focused on user experience will thrive.
So instead of fearing change, embrace it.
SEO isn’t going anywhere — and neither should you.
