Is SEO Dead? Insights from Google AI Mode for Small Businesses

Yuxin Song
May 23
3 min read

In May 2025, a bold headline shook the digital marketing world: "Google declares SEO is dead." The claim came from tech entrepreneur Joe Procopio in a column on Inc.com. As Google launched AI-powered summaries and shifted search visibility toward AI responses, many business owners began asking: Is SEO still worth the effort?

Let's break down what this really means and how small businesses can respond based on Google’s official explanation of AI Mode.

Google AI Mode Overview. Source:https://blog.google/products/search/ai-mode-search/ — Google AI Mode Overview.

What Changed in SEO in 2025?

Google introduced AI Mode Search Overviews. These are AI-generated summaries that now appear at the top of many search results. Google also began testing “AI Mode,” an experimental search format powered by Gemini 2.0. This mode handles more complex, multi-step, and multimodal queries.

According to Google, AI Mode combines real-time search, multi-threaded results (query fan-out), and the Knowledge Graph. It gives users instant answers and context with links for further reading. The interface encourages follow-up questions and deeper interaction.

This means that old SEO tactics—like chasing keyword rankings—don’t work the same way. Joe Procopio argues that much of traditional SEO content was never made for humans. It was written to please the algorithm. That approach is no longer enough.

Reflecting on Joe Procopio’s “SEO Is Dead” View

Joe started an “anti-SEO” strategy even before AI became central to search. He deliberately ignored optimization rules and focused on honest, useful content. The result? Better engagement and reach.

He sees SEO’s “death” not as destruction, but as a reset. Instead of writing for machines, creators must write for people. He believes AI didn’t kill SEO. It just helped sweep away low-value content created only to rank.

What Google AI Mode Teaches Us

AI Mode is changing how people search. Queries are no longer short and keyword-based. They are full questions with logic and nuance.

Content creators now face new challenges:

Can you build structured, multi-step answers?
Can you provide real, verifiable sources?
Can your content stand out in an AI summary?

This shift is both a threat and an opportunity for businesses:

Low-value content will vanish quickly.
High-quality content can be highlighted in AI summaries and seen more easily.

Is SEO Really Dead? Not Quite.

What’s dying is bad SEO:

Keyword stuffing
Clickbait titles
Content written just to game algorithms

What’s rising is valuable content:

Direct answers to real questions
Unique insights and expert knowledge
Human, emotional, and brand-aligned tone
Structured and readable formats like FAQs, blogs, and product pages

What This Means for Small Businesses

This shift is actually good news for local shops and growing brands.

You don’t need to spend thousands on SEO agencies. Instead, focus on:

Writing blog posts that truly answer your customers’ questions
Adding an FAQ section to your Wix or Shopify site
Posting useful content on LinkedIn or your Google Business Profile
Ensuring your site is mobile-friendly, fast, and well-structured

Wix’s Blog and FAQ modules naturally support semi-structured content. This format works well with both search engines and AI.

A 2025 SEO Action Plan That Still Works

Know what your audience really asks. Use Google’s “People Also Ask,” forums, and real customer questions.
Answer clearly and completely. Use headings, bullet points, and clean formatting.
Be human. Share your voice, values, and personality. AI cannot replace that.
Use multiple channels. Distribute content through email, social media, and listings.
Track results. Use Google Search Console and analytics tools to learn what performs well.

Final Thoughts: SEO Isn’t Dead — It Might Be a New Opportunity for Small Businesses

SEO in 2025 isn’t about pleasing Google. It’s about helping real users. That shift is a good thing.

For small businesses, it creates a level playing field.

Forget the gimmicks. Don’t chase rankings. Focus on clarity, trust, and meaningful content. That’s how to adapt to the age of AI-powered search.

References:

Joe Procopio. “SEO Is Dead, According to Google.” Inc.com, May 23, 2025. https://www.inc.com/joe-procopio/seo-is-dead-according-to-google/91193051
Robby Stein. “Expanding AI Overviews and Introducing AI Mode.” Google Blog, March 5, 2025. https://blog.google/products/search/ai-mode-search/

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