In a recent episode of the Inside Marketing With Mike Grehan podcast, Google’s John Mueller tackled some burning questions about the future of Search Engine Optimization (SEO) in this age of artificial intelligence (AI). Spoiler alert: SEO isn’t going anywhere, but it’s definitely not the same old game anymore. If you’re an SEO nerd (or just curious), buckle up for a ride through what you should focus on in 2025 and beyond. Let’s break it down—fun and simple!
Wait… Is SEO Dead? Not So Fast!
Mike Grehan kicked things off with a cheeky question: “So, is SEO finally dead?”
John Mueller, with a grin (probably), shut that idea down faster than you can say “click-through rate.”
“SEO is not dead,” Mueller said. “A lot of people online wish it were, but they don’t realize how much of the internet works well because of the efforts of SEO professionals.”
Translation: We SEO folks are like the secret superheroes of the internet, making sure your searches actually lead somewhere helpful. Imagine Googling “best pizza near me” and ending up with recipes for cauliflower crust—chaos! That’s why SEO matters.
Technical SEO: Still the Backbone (Even for AI)
Mueller made it crystal clear that technical SEO isn’t going out of style anytime soon. In fact, it’s more important than ever, thanks to AI.
Think about it: AI-driven search tools and those fancy AI-generated overviews rely on solid, structured data to spit out accurate results.
“A lot of the technical SEO work still makes sense,” Mueller explained. “This includes optimizing site architecture, improving page speed, ensuring mobile-friendliness, and other foundational aspects that help search engines and AI models understand your content.”
So, the lesson here? Keep your website squeaky clean under the hood. AI might be smart, but it still needs a map to navigate your content.
Related – Google Causes Global SEO Tool Outages: Chaos in the Digital Jungle
Clicks Are Cool, But Value Is Cooler
Here’s where it gets interesting: Mueller urged SEOs to stop obsessing over clicks and start focusing on real value.
“SEOs need to think beyond clicks,” Mueller said. “It’s about understanding what value your website provides to users and aligning your strategies to meet those needs.”
Basically, don’t just aim to get people to your site—make sure they’re glad they came! Whether it’s answering a burning question or solving a specific problem, users should leave thinking, “Wow, that was exactly what I needed.”
AI Search Overviews: Your New Best Frenemy
Let’s talk about those AI-generated search overviews. You’ve probably seen them—those snippets of info that pop up before you even scroll. Mueller says these are like “featured snippets” 2.0.
“Think about how you optimized for featured snippets five or ten years ago,” Mueller said. “The same principles apply to AI overviews. Create clear, concise, and valuable content that directly answers users’ queries.”
Pro tip: Write your content like you’re answering a friend’s question—short, sweet, and straight to the point.
Think Like a Marketer, Not Just an SEO Wiz
Ryan Jones from Razorfish jumped into the convo with a reality check: SEOs need to stop living in their little “rankings and backlinks” bubble.
“We’ve been spoiled by focusing on lower-funnel metrics,” Jones said. “It’s time to become real marketers. Understand user intent, think full-funnel, and create campaigns that meet people’s needs at every stage of their journey.”
In plain English? Don’t just think about getting people to your site—think about why they’re coming and how you can actually help them from start to finish.
Users Want Fast Answers, Not Fluff
Here’s the hard truth: People don’t want to wade through a 2,000-word blog post just to find out when the Super Bowl is. They want quick answers.
“People just want the answer,” Jones said. “SEOs need to adapt to this reality and focus on providing what users actually want.”
So, if your site is full of endless text, pop-ups, and ads, it might be time for a little spring cleaning. Less fluff, more facts.
What’s Next for SEO in 2025?
Mueller wrapped things up with some solid advice for staying ahead of the game:
- Prioritize Technical SEO – Make your site AI- and search-engine-friendly.
- Create User-Focused Content – Solve real problems, answer real questions, and make it valuable.
- Embrace a Marketing Mindset – Go beyond SEO tactics and think about the bigger picture.
Final Thoughts (Or, Why SEO Pros Are the Internet’s MVPs)
The rise of AI in search is shaking things up, no doubt about it. But it’s also opening doors for those who are ready to adapt. If you can focus on technical excellence, user intent, and delivering real value, you’ll not only survive—you’ll thrive.
