SEO is Dead. Long Live SEO

Search Engine Optimisation is dead. Alas, we knew ye so well.

We had a good run. Over thirty years. What a time to be alive.

What’s actually happened is this: traditional SEO — the kind obsessed with Google’s blue links and ranking tricks — has quietly expired. In its place? A new discipline. A broader battlefield. One where search is no longer a box, but a behaviour that happens everywhere.

This is Search Everywhere Optimisation — and if your business isn’t ready for it, you’re already falling behind.

The Search Box Has Moved

For nearly three decades, we’ve all been focused on one thing: getting found on Google. Title tags, backlinks, rankings, featured snippets — the works.

But here’s where things shifted while most businesses were still chasing algorithms: the search box isn’t just on Google anymore.

It’s in ChatGPT. It’s in Perplexity. It’s in Claude. It’s in Gemini. It’s on Claude, Instagram, and even Reddit. People don’t just “Google it” anymore. They ask AI. They search by voice. They explore answers instead of clicking links.

If your visibility strategy is still Google-only, you’re invisible in all the places your next customer is actually searching.

From Algorithm Games to Answer Engines

Search used to mean keywords. Now it means context. Systems like ChatGPT don’t look at one signal — they look at everything. Content, structure, authority, access. That’s where our AI strategist, Norman, comes in.

Norman doesn’t just watch Google — he analyses thousands of data points across the entire search landscape. AI search, local discovery, voice queries, social search. It’s a new kind of optimisation, and Norman gives our clients the advantage.

Here’s what that looks like in practice:

• AI Overviews (AIO): Google now summarises answers without requiring a click. As of June 2025, over 13% of search results include these AI summaries. If your content isn’t structured and accessible, it’s skipped. Even if you rank first.
• Generative Engine Optimisation (GEO): Want ChatGPT or Perplexity to recommend your business? Then their crawlers need access — and your content needs structure.
• Answer Engine Optimisation (AEO): Voice assistants use natural language. “Who’s open now?” isn’t a keyword — it’s a question. Your site must answer it like a human.
• Visual Engine Optimisation (VEO): Instagram, YouTube — they’re all search engines now. Each with their own quirks. Ignore them and you’re missing entire demographics.

Still Blocking AI Crawlers? You’re Not Protecting Yourself — You’re Hiding

When the AI crawler panic hit in 2023, loads of businesses blocked GPTBot, Claude, and others from accessing their sites. The idea was to “protect” their content.

Let’s be blunt: that was commercial suicide.

Because here’s the truth — AI tools can’t recommend what they can’t see. When someone asks “Best accountant for freelancers in Manchester?” and you’ve blocked AI crawlers, you’re not in the running. You’ve literally removed yourself from the conversation.

Norman’s Recommendation: Audit your robots.txt. Remove the blocks. Let the next generation of search engines read and recommend your business. It’s not stealing — it’s distributing.

Context Is the New Ranking Factor

It’s no longer about content alone — it’s about context. Search engines (human or AI) want to know:

• Who you are — not just what you sell
• Whether others trust you — not just what you say
• What problems you solve — not just what keywords you match
• If your answers are credible — not just if your page is long

This is why structured data like JSON-LD isn’t optional anymore. According to W3Techs, over 51% of websites now use it. It tells systems like Google and ChatGPT exactly what your business does, where you are, who you serve, and why you’re trustworthy.

In 2025, that’s not technical fluff — it’s how you get recommended.

Google Still Matters — But It’s No Longer Alone

Let’s be clear. Google’s still the present. Over 90% of search traffic still starts there. But the future? It’s plural. It’s multi-platform. It’s everywhere your customers are asking questions — not just typing them into one box.

That’s why we’ve evolved our services at KickstartSEO to include visibility across:

• LinkedIn (for B2B credibility)
• Reddit (for community Q&A)
• Claude (for local discovery and visual how-tos)
• Perplexity, ChatGPT, Claude (for instant answers)
• Google Business Profile (for voice and map-based queries)

We call it Search Everywhere Optimisation — and it’s how small businesses punch above their weight in 2025 and beyond.

SEO Fitness Still Starts at Home

Your website still matters. In fact, it matters more. Because in this noisy world of AI answers and social suggestions, your website is your one place of truth. The place people check before they buy. The destination every search should lead to.

That means your site needs to:

• Load fast
• Work brilliantly on mobile
• Include structured data
• Answer real questions clearly
• Support both human and AI readers

We still start with website optimisation at KickstartSEO — but we don’t stop there. Because we’re not here to win one platform. We’re here to win search.

The Only Strategy That Wins in 2025?

Be useful. Be credible. Be findable.

No more keyword-stuffing. No more tricks. No more “content for content’s sake.” The new search landscape rewards businesses that genuinely help people — everywhere they’re looking.

That’s why our SEO Fitness Programmes don’t just train your website — they train your whole digital presence.

Not a Client Yet?

If you’re already with us, good news: Norman’s already working behind the scenes. You’ve been getting AI-ready content, structured markup, and platform guidance for months. Your SEO fitness journey includes Search Everywhere by default.

If you’re not with us yet, consider this your signal. We offer a free Website Fitness Evaluation to see where you stand — no fluff, no pressure. Just insight.

Don't Panic (But Don't Wait Either)

If all this sounds overwhelming, relax. Google isn't going anywhere. Your current SEO still works. This is about adding new channels as they become important, not abandoning what's working. Think of it as future-proofing, not emergency repair.

If you're a KickstartSEO client, here's the good news: we've already been moving you in this direction. Norman's been quietly preparing your content for AI search. We've been structuring your pages for answer engines. Your SEO fitness programme already includes these new exercises.

If you're not a client yet, maybe it's time for a chat? Check out our SEO services to see which programme fits your needs, or jump straight to a free website evaluation to see where you stand. Every big opportunity begins with a little conversation.

What we do now affects what results we get in the future. Norman is ready. Are you?

Because in 2026, if you're not optimised for everywhere, you're optimised for nowhere.