AI is rapidly changing the digital marketing landscape, with businesses trying to understand what it means for their visibility online, website traffic and long term SEO performance.
From AI generated search summaries to changing user behaviour, the way people discover businesses online is evolving fast. But while the tools are changing, the fundamentals of strong SEO still matter.
We spoke to our Head of Tech, Tom Marley, about how AI is influencing search, what businesses should really be focusing on, and why data driven SEO is more important than ever.
AI is changing search, but not replacing Google
There is a growing conversation around whether AI platforms like ChatGPT are replacing traditional search engines altogether. According to Tom, the reality is far more balanced.
While people are increasingly using AI tools to ask detailed or personalised questions, Google still remains the primary place people go when they are actively looking for a product or service.
Tom explained:
“People are not massively changing how they search yet. Local businesses are still being found through Google in the same way they always have been. However, people are now also asking AI platforms like ChatGPT for answers that are tailored to their specific needs.”
Google’s introduction of AI overviews has also changed how users interact with search results. Instead of clicking through multiple websites, users are increasingly getting answers directly within Google itself. This has led to a rise in what marketers call “zero click searches”.
As a result, businesses may see website traffic numbers fluctuate, but Tom believes conversion performance is now a far more important measure of success.
“Traffic numbers may drop, but conversion rates are becoming far more important when measuring how successful a website actually is.”
SEO is evolving, not disappearing
AI has sparked concern for many businesses that SEO may become less relevant. However, Tom sees this as another stage in search evolution rather than a replacement for traditional SEO strategies.
Search has constantly adapted over the years, from mobile optimisation to map listings and featured snippets. AI is simply the next development businesses need to understand.
What matters now is ensuring websites are structured clearly, answer customer questions effectively and provide real value to users.
What businesses should focus on in 2026
One of the biggest mistakes businesses still make is creating content based on assumptions instead of actual search behaviour.
Tom emphasised that understanding customer intent is more important than ever, particularly as search queries become more conversational through AI platforms.
“Businesses need to focus on what their customers actually want rather than what they assume people are searching for.”
Longer keyword phrases, local SEO and customer pain points are all becoming increasingly important in modern SEO strategies. Google Business Profiles also continue to play a major role in local visibility.
Tom also highlighted the importance of schema markup and authority building, helping search engines better understand website content and trust businesses within their sector.
User experience still comes first
Despite all the discussion around AI, some SEO fundamentals have not changed at all.
Website speed, usability and user experience still remain critical ranking factors because they directly impact how users interact with a website.
Tom explained that websites need to work for both the customer and the search engine.
“A website needs to be easy for people to use, but that also makes it easier for Google to crawl and understand the content.”
Businesses that prioritise clear website structure, fast loading speeds and valuable information will continue to perform strongly, regardless of how search technology evolves.
Can AI generated content rank on Google?
AI generated content is one of the most debated topics in digital marketing right now. While many businesses worry Google penalises AI content, Tom explained that the quality and usefulness of the content matters far more than how it was created.
Research has already shown that there is little difference in rankings between human written and AI generated content when both are properly optimised and genuinely useful to users.
However, relying entirely on AI without strategy is where many businesses go wrong.
“SEO is based on facts and data, not assumptions. AI can support content creation, but if businesses rely entirely on AI written content without real SEO strategy behind it, they often miss what customers are genuinely looking for.”
At activ marketing, AI is used as a tool to support SEO strategy rather than replace it. Combining AI efficiency with real search data, keyword research and human expertise creates content that is both valuable for users and effective for search performance.
The future of SEO is smarter, not simpler
As AI continues to reshape digital marketing, businesses need to adapt without losing focus on the fundamentals that still drive results.
Search engines are becoming smarter, users are searching in more conversational ways and businesses need to ensure their online presence reflects that shift.
The businesses that succeed will be the ones that combine strong SEO foundations with intelligent use of AI tools, while continuing to focus on user intent, trust and quality content.
If your business is struggling to be seen on Google and you would like to chat more about your SEO needs, get in touch with the tech team today.