Google Says AI Won't Replace The Need For SEO

With artificial intelligence and chatbots becoming increasingly sophisticated, many business owners are wondering whether they still need to invest in SEO. Will AI simply make search engine optimisation obsolete? According to Google's John Mueller, the answer is a resounding no. In a recent episode of Google's "Search Off the Record" podcast, Mueller and colleague Martin Splitt addressed this very question. Their discussion provides valuable insights for small businesses considering their digital marketing strategy.

When asked whether generative AI would make learning SEO unnecessary, Mueller's response was grounded in the current reality of how the internet works. He emphasised that as long as websites exist, there will be a need for SEO because both search engines and AI chatbots rely on the information that lives on websites.

"Absolutely value in learning these things and in making a good website," Mueller stated. "There are lots of things that all of these chatbots and other ways to get information, they don't replace a website, especially for local search and ecommerce."

Why Websites Remain Essential

Mueller highlighted several key reasons why websites continue to be crucial, particularly for local businesses and ecommerce:

Local Business Visibility: Even if a chatbot mentions your business name and provides directions, this information typically comes from web content that was found and indexed. Your website serves as the foundation for being visible across all these systems.

Functionality Beyond Information: Many businesses offer services, products, or functionality that can't be replicated through a chat response. If someone wants to buy a t-shirt, they don't want instructions on how to make one, they want a link to a store where they can browse designs and make a purchase.

The Human Element: Whilst AI can automate many routine tasks, the best ideas for marketing and communicating with humans are still best handled by humans. The nature of generative AI, which generates the most likely response, means it's inherently average and lacks the ability to produce truly original ideas.

What This Means for Small Businesses

For small businesses in Rugby, and beyond, this insight from Google reinforces the importance of maintaining a strong online presence. Your website isn't just a digital brochure, it's the foundation that enables you to be found across all platforms, whether that's traditional search engines or emerging AI systems.

The key takeaway is that whilst AI is changing how people find information, it's not replacing the need for well-optimised websites. If anything, having quality web content becomes even more important as it feeds into these AI systems. Rather than viewing AI as a threat to SEO, consider it as another reason to ensure your website is properly optimised and contains quality, relevant content. The businesses that will thrive are those that maintain strong websites whilst also adapting to new technologies as they emerge.

As Mueller pointed out, there's still "lots of stuff to be done" in the SEO world, and the fundamentals of creating good websites that serve both users and search engines remain as important as ever.

For small businesses looking to establish or improve their online presence, now is not the time to abandon SEO, it's the time to ensure your digital foundation is solid for whatever the future brings.