Thought Leadership

When ChatGPT conversations started appearing in Google search results, the internet erupted. But what shocked me more than the leak was the reaction – blame, dismissal, and opportunism.

I’ve seen it firsthand: big brands freaking out over AI search and rushing to scrap their SEO programs in favour of the latest buzz—Generative Engine Optimisation (GEO). But here’s the reality check—SEO isn’t dead. Far from it. It’s still the backbone of your online visibility and the foundation that AI search depends on. Dumping SEO now is not just premature, it’s reckless. This article breaks down five solid reasons why killing SEO outright will do far more harm than good—and why a hybrid approach is the only sensible path forward.

We’re standing at a turning point in the evolution of search. For years, automation and AI have been the darlings of digital marketing—but the tide is turning. As I listened to the voices at brightonSEO and reflected on the wave of updates from Google, one truth became impossible to ignore: being human is no longer a ‘nice to have’—it’s a competitive advantage. This piece is about what that means for marketers, content creators, and brands trying to stay visible in an increasingly intelligent, and volatile, search ecosystem.