Hello {{First name | there}},
Every few years, someone declares SEO dead.
And every time, search evolves instead.
From keyword stuffing to mobile updates to AI chatbots, the rules keep changing — but the goal never has. People want answers. Search (and now AI) just keeps finding better ways to deliver them.
Let’s take a quick look back.
Catch up on past series
If you’re new here or want to revisit earlier lessons, here’s what we’ve covered:
Real-world story: three decades of “SEO is dead”
I built my first website in 1995, back when clients asked me whether “the internet was just a fad.”
Since then, I’ve watched the same pattern repeat every few years. New technology arrives, someone declares SEO dead, and a flood of “next big thing” presentations follow.
Having lived through all of it, the latest “SEO is dead” headlines make me laugh — because everything being sold today as AIO, AEO, or LLM optimization already existed in SEO history.
Some of the newest “AI optimization” tricks even look familiar because they are. They’re recycled tactics from decades ago that worked — until Google caught on.
That’s what makes this industry so interesting: the cycle of innovation, exploitation, correction, and evolution.
Developers believe their new system is perfect, until the flaws are exploited. Those loopholes get patched, algorithms evolve, and the same truth remains — sustainable, long-term SEO wins every time.
History is full of examples of businesses that exploited an algorithm error, made money fast, and closed the doors when it was fixed.
After 30 years, I’ve learned the pattern never changes.
Brief timeline of “SEO is dead” panic
Year | Context | Quote | Source |
|---|---|---|---|
2005 | Early panic about link-based ranking ending | “So, long gone are the days of adding ‘Pamela Anderson’ to the metadata in all of our page headers.” | |
2015 | “Mobilegeddon” fears | “The change could cause massive disruption to page rankings.” | |
2015 | Real-world results | “According to Peter J. Meyers, it was nothing to write home about.” | |
2025 | AI panic headlines | “SEO Is Dead. Say Hello to GEO.” | |
2025 | Reality check | “Much of what people should be doing is the same: publishing quality content that someone might actually find useful.” | |
2025 | Industry truth | “Is SEO dead in 2025? Simply put, no. But it’s evolving quickly — as it has done many times before.” | |
Ongoing | Community continuity | “The Most Successful SEO Meetup in the USA… Since 2008, the Raleigh SEO Meetup has helped thousands.” |
Why it matters
Every “SEO is dead” story follows the same pattern:
Old tricks stop working.
People panic.
The businesses that keep publishing clear, useful content keep winning.
AI isn’t the end of SEO. It’s the next evolution of how people ask questions and how you show up with answers.
Common mistakes
Chasing every new “secret” or acronym.
Ignoring fundamentals like clarity, structure, and speed.
Assuming AI tools replace strategy.
This week’s action (Checklist)
Google your business name.
Ask ChatGPT or Perplexity: “Who provides [your service] in [your city]?”
Compare what shows up.
Write down what’s missing — that’s where to focus your next update.
How it fits into the bigger picture
Understanding the history of SEO keeps you from reacting to headlines.
Next week, we’ll break down what AEO and AIO actually mean — and how you can use them without chasing another acronym.
Key takeaway
SEO doesn’t die — bad tactics do. Clear, consistent communication always wins.
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Talk soon,
Frank
P.S.
Which “SEO is dead” story do you remember most clearly? Reply and share it — I’d love to hear your first algorithm panic.
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