Generative AI has grown rapidly, with recent reports showing ChatGPT surpassing 900 million weekly active users worldwide. Along with that growth has come a new alphabet soup for marketers: GEO (generative engine optimisation), AEO (answer engine optimisation), LLMO (large language model optimisation), take your pick.

For those of us who have spent years in SEO (search engine optimisation), it has also fueled a familiar narrative: “SEO is dead.”

The data tells a different story. AI search is changing how people discover and consume information, but it is not replacing traditional search. The two increasingly coexist and, in many cases, rely on the same foundations.

Here are four reasons AI search should work alongside your SEO strategy, not replace it.

1. Organic search remains a meaningful traffic driver

The first — and perhaps most obvious — is that organic search remains a significant driver of traffic. Yes, we have witnessed a considerable decline over the past several years with the rise of “zero-click” searches and Google expanding its own GenAI features like AI Mode and AI Overviews. However, even with the headwinds, organic search remains one of the most significant contributors of external traffic to organisations.

A recent Chartbeat study found that search remains the second-largest source of traffic to publishers, behind only internal traffic.

Furthermore, Datos’ State of Search report for the second quarter of 2026 found traditional search volume has remained stable over the past several years, with Google continuing to comprise the lion’s share. While traditional search traffic may be declining, search usage is not.

At the same time, AI platforms still account for less than 1% of publisher pageviews in Chartbeat’s analysis. That does not diminish the importance of AI discovery, but it does mean traffic alone is the wrong reason to abandon SEO.

2. There is massive overlap between GenAI and traditional search usage

Investing in generative AI versus traditional SEO is not an either/or proposition. According to a recent SimilarWeb report, 95% of ChatGPT users are also using Google, a strong indication that generative AI is expanding how users find information, but not at the expense of traditional search.

3. Search behaviour differs across GenAI and traditional search

Traditional search typically begins with a query and leads users to external sources for information. And while search results have evolved to provide more answers directly on the page, clicking through to a Web site remains a core part of the experience.

GenAI platforms like ChatGPT support a different behaviour. Users engage in a conversation, refining their questions and receiving synthesised answers directly within the platform rather than navigating a list of results.

The use cases for large language models (LLMs) and traditional search can vary greatly. A comparison from SEO and AI search consultant Lily Ray frames this well.

4. The tactics for SEO and GEO are fundamentally the same

The tactics for maximising visibility in AI and traditional search are largely the same — and Google’s own guidance reinforces this point. Look no further than its AI optimisation guide, which offers the following recommendations:

• “Apply foundational SEO best practices to generative AI search.”
• “Continue prioritising foundational SEO best practices, such as building a clear technical structure and creating unique, valuable content; these are the foundation for visibility in generative AI search experiences (and Google Search overall).”

A successful AI search strategy cannot exist without a strong SEO foundation. Although the indicators of success may differ — rankings and click-through rates in traditional search versus citations, visibility and brand sentiment on AI platforms — the underlying approach remains largely the same.

At The Washington Post, we are protecting the SEO fundamentals that continue to drive meaningful audience growth while adapting our measurement and optimisation strategy for generative AI.

In practice, that means maintaining a strong technical foundation, producing authoritative and distinctive journalism, and structuring content so it is easy for both people and platforms to discover, understand, and trust. Rather than treating SEO and AI search as competing priorities, we see them as complementary parts of a broader discovery strategy.

Banner image: Adobe stock image by Animonday.

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