SEO in 2025: Why it Still Matters in the AI Era
TL;DR: Does SEO still matter in 2025? Yes, and it’s more important than ever.
While AI tools like ChatGPT and Google’s Search Generative Experience are changing how people search, they still rely on traditional SEO signals like content quality, authority, and site structure to generate answers. This post breaks down the difference between GEO (Generative Engine Optimization) and SEO, why they work best together, and what strategies still matter most if you want your content cited by AI tools and found by real people.
SEO Isn’t Dead, It’s Just Wearing a New Outfit
The fact is, traditional SEO is still alive and very much kicking. While the digital world has been buzzing about GEO (Generative Engine Optimization) and AI visibility, the bones of a great SEO strategy haven’t changed, they’ve evolved.
At Avenue, we’ve been optimizing our clients’ websites for AI-generated search visibility for nearly two years. But we’re not throwing out everything we know. Because the truth is, AI systems still depend on high-quality, human-centered content to know what to say.
That means what worked before still works now, you just need to know how to level it up.
GEO vs. SEO: Why They Work Together
SEO helps your site rank on Google, Bing, and other traditional search engines. GEO, or Generative Engine Optimization, focuses on how your content gets cited by AI tools like ChatGPT, Perplexity, or Google’s Search Generative Experience.
Here’s the good news — they aren’t in conflict! They actually support each other:
| Element | SEO Focus | GEO (AI) Focus |
|---|---|---|
| Keyword Strategy | Intent-aligned, keyword-rich pages | Conversational Q&A-style content |
| Content Depth | In-depth, scannable, structured | Summarizable, factually accurate |
| Technical SEO | Fast, mobile-friendly, crawlable | Clean markup, schema, semantic tags |
| Authority Signals | Backlinks, expertise, trust | Authoritativeness + citations |
If you’re doing good SEO, you’re already halfway to being AI-visible.
And if you caught that OpenAI job listing for a Content Strategist with a $300K salary? That should tell you all you need to know. Even the companies building the future of AI know that human-first content is still critical.
What Still Works in SEO (and Why It Matters for AI Too)
Let’s walk through what SEO strategies are still delivering real results in 2025. (Spoiler alert: these also happen to be great for AI visibility.)
Technical SEO
No matter how smart AI gets, it still needs to find and understand your site. A fast, mobile-optimized, crawlable site with clean URL structures and schema markup sets the stage for both search engines and AI models.Content Strategy
Write like a human, for humans. Use plain language and relevant examples, and structure your content with clear headings, bullet points, and summaries. Specificity wins. Instead of "marketing tips," go with "SEO tips for nonprofits in Portland."Topical Authority
Consistency matters. Regular publishing on your core themes builds authority. If you’re a social impact brand writing about climate justice or DEI, keep posting online. AI and search engines both recognize repetition and depth.Citation-Ready Structure
Want AI tools to pull from your site? Make your content clear, factual, and easy to cite. That means structured formatting, original insights, and trustworthy sources.Refresh Evergreen Content
Your strongest content shouldn’t be left to gather dust. Update it with new data, fresh internal links, and clear summaries. This boosts your chances of being included in both search results and AI snippets.
So, Does SEO Still Matter in 2025?
If you’ve made it this far in this blog post….you already know traditional SEO isn’t outdated! It’s the groundwork that powers your entire digital presence. GEO may be the shiny new thing, but it relies on the same signals that SEO has been optimizing for all along.
You don’t need to choose between the two. A strong SEO strategy gives you the structure, visibility, and authority that AI models look for, while an additional focus on GEO-specific tactics can give you the true level up you’re looking for. It’s not either/or, It’s both/and.
Final Thoughts: Keep Showing Up
Search is changing, but that doesn’t mean starting from scratch. It means growing and changing your tactics with intention.
At Avenue, we’re helping clients adapt their digital presence for both traditional search and AI engines. We believe in building future-ready strategies rooted in values-first storytelling, technical clarity, and content that earns trust.
Because in a world of AI-generated everything, being human is still your greatest SEO asset.
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