There’s a refrain in the digital marketing world that seems to be played on repeat these past several months. Sometimes it sounds like, “SEO is dead” or “SEO is being replaced.” One thing we can say for certain: SEO is changing. Again.
And no, it’s not just a new algorithm update or a shuffle in rankings. It’s a much bigger shift, the scope of which we are just beginning to grasp. It’s a shift that involves large language models (LLMs), conversational search, and AI systems interpreting the internet in ways we’re still trying to wrap our heads around.
That’s all to say that if you’re feeling like SEO in 2025 and beyond is one big question mark, you’re not alone. In my discussions with clients lately, I couch all my 90 day Roadmaps with a caveat that sounds like this: “And of course, who knows what the state of AI and the internet will look like in three months, so this is all subject to change.”
But don’t worry, this isn’t another post about how everything you know is wrong and you need to panic-rewrite every part of your site. No, I’m taking the less popular, proactive, positive approach. This post is about where to focus, what matters now, and how to adapt without burning it all down.
