28 May SEO Isn’t Dead — But Classic SEO Is Running on Fumes

For over two decades, SEO was a reliable machine. I fed it the right ingredients – keywords, backlinks, optimized content – and it would spit out rankings, traffic, and leads. It wasn’t magic, just mechanics. Those who mastered it? They won.

But in 2025, that engine is sputtering.

I’m not saying SEO is dead. I’m saying the classic version of it (the one most marketers still try to run) has lost much of its power.  And with attribution on the rocks this is going unseen in many circles where CMOs and CEOs scramble as they wonder where 20%+ of their market share suddenly went.

What SEO Used to Be

The old playbook was clear:

• Do keyword research
• Write content around that keyword
• Publish consistently
• Get backlinks
• Watch rankings rise

And for years, this worked. Companies filled their sites with blog posts like “Top 10 Tips for X” or “What Is Y?” hoping to win the click.

But that model is fading. A perfect storm has changed everything:

• Google’s AI-generated search summaries (SGE)
• The explosion of third-party AI tools like ChatGPT, Perplexity, and Claude
• User fatigue from bloated, SEO-first content

Suddenly, writing for crawlers instead of people isn’t just outdated – it’s invisible.

What’s Actually Happening with SEO in 2025?

Google Gives Answers – Not Clicks

When a user searches today, they increasingly don’t click anything. Google’s SGE provides full summaries at the top of the results – often pulling copy directly from websites, yet often without sending a visit to your domain.

Your content might still be helping someone…but you’re not getting the traffic, brand credit, or conversion.

AI Tools Are the New Front Door

Many users are now bypassing Google altogether. They’re asking ChatGPT, Perplexity, or Claude, “What’s the best EHR for a small home health agency?” – and getting an answer on the spot. These platforms scrape from top-ranking content and trusted domains, so your content still matters…but only if it’s structured and answer-ready.

Keywords Are Out – Questions Are In

We’re no longer optimizing for “home health software features.” We’re writing to answer:

• “How do I pick the right home health software if I’m still using paper?”
• “What’s the difference between web-based and cloud-based EHR?”
• “What do I need to bill Medicare from day one?”

This subtle shift – from static keywords to dynamic questions – is the new unlock.

Content as a Living Answer Engine

Sites now need to behave like answer engines themselves. This means:

• Structuring pages to respond to real user queries
• Using schema and markup so AI can parse content easily
• Writing in clear, direct language that can be quoted verbatim
• Including succinct summaries and TL;DRs up top

This isn’t just SEO – it’s GEO (Generative Engine Optimization). Others call it Search Everywhere Optimization because queries now happen on TikTok, Slack, Reddit, and AI tools.  Or maybe it’s AI Discovery Optimization – optimizing for the AI layer that curates info before humans even see links.  Whatever name ultimately sticks, it’s here already.

SEO Isn’t Dead – But It’s Changed

Let’s be clear: **SEO still matters.**

• Technical SEO still impacts rankings
• Structured content still earns visibility
• Authority still influences discovery

But here’s what’s diminished compared to 10 years ago:

• Organic click-through rates? Way down.
• Predictable keyword targeting? Weaker than ever.
• Attribution from SEO? Often lost in “direct” traffic.
• Top-of-funnel blog strategies? Mostly noise unless retooled for today’s behavior.

The classic model – rank a blog post, win traffic, convert – has eroded by 60–90% since the SEO heyday depending on the industry. Google won’t say it. But marketers feel it.

What SRGP Does Differently

At Sjogren + Ray Growth Partners, we don’t just build content calendars. We build **answer engines** that thrive in this new world:

• Conversation-first keyword modeling – using AI tools and forums to mine real user questions
• Structured content architecture – expandable FAQs, summaries, and schema to aid AI discovery
• Authority layering – mixing insights, visuals, and proof to get cited in AI answers, not just scraped
• Adaptive content pruning – rewriting or retiring underperforming pieces to protect sitewide strength
• Multichannel indexation – ensuring your insights live where AI pulls from: Reddit, LinkedIn, YouTube, PDFs, and beyond

Put simply: we create ecosystems designed to be found, quoted, and acted on – by both people and machines.

What to Do Next

If your SEO playbook still looks like 2015, you’re not standing still – you’re slipping behind.

The future belongs to those who optimize not just for search, but for discovery – everywhere. And SRGP is already operating in that future.