Why SEO Matters in the Age of AI
Recently, generative AI has become a part of our daily lives. Because of this, we have been receiving many AI-related questions from our clients. The most common questions are: "What is the future of SEO?" and "How should we adapt to AI?"
Below is iYaku's current view on the matter (as of July 24, 2025).
1. How is the search experience changing in the age of AI?
Google's SGE (Search Generative Experience), which took off in 2023, is a feature that shows AI-generated answers right when you search. Tools like OpenAI's "ChatGPT + Web Search" show that the search experience is already changing dramatically.
We are moving away from the traditional style of typing keywords and clicking links. Instead, it is now "ask a question → AI summarizes the answer." More and more, people get what they need without ever clicking a link.
In short, this marks the arrival of an era where you can get knowledge without clicking a single link.
2. How is search behavior actually changing?
The changes in search behavior driven by AI are already showing up in the numbers.
According to a 2024 joint report by SimilarWeb and SparkToro, 59.7% of Google searches are "zero-click searches" — where users do not click any links after searching. AI and featured snippets provide the answer right on the results page, so actual website visits are shrinking.
Furthermore, a study by First Page Sage reveals that organic CTR dropped by an average of 8–10% between 2022 and 2024. The CTR for the top-ranked page fell from 39.6% in 2022 to 28.5% in 2024 — even high rankings no longer guarantee clicks.
In short, we are entering an era where simply showing up in search results is no longer enough. The approach to SEO must be redesigned to focus on quality, structure, and trustworthiness.
［¹］SparkToro & SimilarWeb, The Future of Zero Click Search, 2024
［²］First Page Sage, Organic CTR Benchmarks 2024
3. Will SEO be "destroyed" in the future?
To put it simply: SEO will not become completely obsolete. But its role is definitely going to shift.
Instead of competing for traditional search rankings, the main goal will be getting cited by AI.
Value will shift away from "ranking position" and toward "context," "trustworthiness," and "structured data."
In short, while SEO will remain a key touchpoint in the customer journey, it is evolving — from a strategy focused entirely on boosting rankings to a more comprehensive approach that includes driving visibility inside AI-generated answers.
4. What is the necessary perspective for SEO moving forward?
In this environment, what SEO needs is optimization to coexist with AI. Specifically:
Thorough implementation of structured data: Focus on AI-friendly formats such as FAQs, How-tos, and reviews — the formats AI systems are trained to read and cite.
Fact-based primary information: Become a trusted, verifiable source that generative AI can confidently cite. Opinions without evidence will not be cited. Data with attribution will.
Strategies for branded searches: Move toward a state where users search for your specific brand name, not just generic category keywords. Brand recognition reduces dependency on any single algorithm.
E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness): Content credibility will become more critical than ever. Google evaluates your site on all four dimensions — and so do AI systems deciding who to quote.
In short: become an entity that is trusted and cited by AI. Then design the path so users who find you through AI can convert.
5. Future pillars of support that iYaku aims to provide
In addition to traditional SEO strategies, iYaku is building new support capabilities:
- AI Search Optimization — adapting your content and entity structure for SGE, ChatGPT, and Perplexity
- E-E-A-T content supervision — article review and expertise reinforcement grounded in your actual business data
- Industry-specific in-house support — templates and frameworks for Finance, Real Estate, Healthcare, and Retail
- GA4 + Looker Studio AI visualization — dashboards designed for faster, clearer decision-making
We believe that in the age of AI, SEO is not a thing of the past — it is something that must evolve.
We will continue to help you create your next business starting point, with SEO and AI working as one.
6. Frequently Asked Questions About SEO in 2026
Is SEO dead in 2026?
No. SEO is evolving, not dying. The fundamentals — structured content, E-E-A-T, technical health — are now more critical than ever, because AI systems rely on them to select what to cite. What is dead is the old approach of optimizing for keyword density alone.
Should I move all my budget to AIO?
Not entirely. [SEIJI CONFIRMATION NEEDED - Please approve or adjust this 60/40 ratio]: For most businesses, we recommend starting with a 60% SEO / 40% AIO split. SEO builds the structured, credible foundation that AI needs in order to trust and cite your brand. Without that foundation, AIO work has nothing to amplify. Think of SEO as the roots and AIO as the signal that gets your brand recommended out loud.
How fast does AIO work?
AIO entity building typically shows measurable results in 3-6 months depend on entity for AI citation visibility, but it requires consistent structured content signals. It is not a one-time fix. It is a positioning exercise.
Will AI replace Google Search?
Not replace — reshape. Google itself is integrating AI into search via AI Overviews. The traffic channel is the same; what AI reads and decides to cite determines who gets the visibility. The battleground has moved from ranking to citation.
Is AIO just SEO renamed?
No. SEO targets search engine crawlers and ranking algorithms. AIO targets AI language models — optimizing how your brand's entities, facts, and expertise appear inside AI-generated responses. They are complementary disciplines, not the same thing with a different label.
Want to know if AIO is right for your business?
We have helped brands across Vietnam and Asia build AI visibility alongside traditional SEO.
Discover iYaku's AI Optimization (AIO) Services.
