SEO Isn't Dead — But GEO & AI Search Is Changing the Game
Think SEO is fading in the age of AI? Think again.
SEMRush analyzed 5,000 keywords, 150,000 citations, and 4 AI search platforms (including ChatGPT and Google's AIO) — and the findings will make every content creator rethink their strategy.
From the forums making a comeback to the 3–7 result limit rewriting the SEO playbook, here's what you need to know to stay visible in AI-driven search.
The study is packed with details, but here are the key takeaways:
1️⃣ Traditional top-10 SEO websites are still winning in AI search
There's a 72% correlation between top rankings in traditional SEO and visibility in AI search, proving that high-quality content will always matter.
2️⃣ AI search values the "site" more than the "individual article"
Content from the same domain is more likely to be recommended, meaning you need a broader, high-quality content ecosystem.
3️⃣ The fight for survival: AI only shows 3–7 results
Landing in the top 3 has become more critical than ever — you're either exceptional or invisible.
4️⃣ Forums are making a comeback
Platforms like Reddit, Quora, and Yahoo Answers are surprisingly top sources for AI search results.
5️⃣ Most shocking finding
67% of ChatGPT's citations come from pages ranked beyond Google's top 20.
This means niche, in-depth content is seeing a renaissance.
GEO vs. SEO — Key Difference
If your site ranks in Google's top 10, there's a good chance it will also perform well on AI search platforms.
While this is correlation, not causation, it matches real-world observations. Even if you feel SEO is "declining," it's still working behind the scenes.
Overlap Between SEO and AI Search Happens at the Domain Level — Not the URL Level
A page in Google's top 10 might not be the exact page that shows up in AI search. Instead, AI may pull from other content on the same site.
Conclusion: Build a richer, more diverse library of quality content for your domain.
AI Search Displays Only 3–7 Citations — Aim for the Top 1–3
In traditional SEO, the goal is to be on the first page — ideally #1.
In AI search (or GEO), the race to be in the top 3 is even more crucial.
Reddit, Quora, and Yahoo Matter More Than Ever
The data confirms what many suspected — online forums are gaining influence as trusted AI search sources, even ones many thought were outdated.
ChatGPT Looks Beyond Google's Top 10 (Even Top 20)
While domain-level rankings match well between Google and AI search, URL-level overlap is low.
In the study's sample, most of ChatGPT's sources came from beyond Google's top 20.
✅ Action Plan
- Keep doing high-quality SEO — it still works
- Expand your topic coverage to build a knowledge ecosystem
- Go deep into niche, specialized content
- Don't overlook forum-based traffic channels
🏁 Conclusion
The SEO landscape is evolving, not dying.
While AI search introduces new challenges and opportunities, the fundamentals remain the same: quality content, authority, and relevance.
The key is adapting your strategy to the new AI-driven search environment while maintaining the core principles that made your content successful in traditional search.
Remember: Content is still king, but now it's "Content Ecosystem is King"!