Is SEO Still Worth It

From SEO to AEO and GEO: If No One’s Clicking, What’s the Point
May 21, 2025
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Is SEO Still Worth It? What Growing Businesses Need to Know About the New Search Game

If you’re running a small or mid-sized business and investing time or budget into SEO, you’ve probably asked yourself something like this lately:

“Is this still worth it? Should I keep doing SEO - or do I need to be doing something else now that Google’s giving away my answers without a click?”

You’re not alone. A lot of businesses are asking that same question right now.

Here’s the reality: Search is evolving. And if your SEO strategy hasn’t adapted to how people actually search today (and how AI is delivering answers), you’re missing both visibility and opportunity.

But that doesn’t mean you should ditch SEO. It means it’s time to rethink how you use it.

What’s Actually Changed?

  1. People aren’t just typing keywords anymore. They’re asking full-blown questions:


    “What’s the best mortgage broker in Oakville with weekend appointments?”

  2. Search engines don’t just list websites. They answer questions directly- sometimes without sending the user to your site at all.
  3. AI tools like ChatGPT, Gemini, and Bing Copilot are now part of the search experience. People are starting to get recommendations, comparisons, and decisions made within those tools, without ever landing on a traditional webpage.

So yeah… that classic “rank for a keyword and wait for the clicks” playbook? It’s fading fast.

So... Is SEO Still Worth It?

Yes, But Only If You Redefine What You Expect From It.

You’re no longer optimizing just for clicks. You’re optimizing to be part of the conversation, to be seen, trusted, and remembered when it matters.

Here’s the new reality:

  • Visibility matters just as much as traffic.
  • Trust and brand recognition are built over time through repeated exposure.
  • Being the brand that shows up with the answer, again and again, leads to conversions.

Even if people don’t click right away, they remember the brand that helped.

What Should Growing Businesses Focus On?

Let’s keep it simple. If you want to keep growing through search in this new landscape, here’s where to focus:

Optimize for Questions, Not Just Keywords

Create content that actually answers the kinds of questions your ideal customer is asking. Think FAQ pages, how-tos, comparisons, and real explanations.

Write for Humans and AI

Search engines - and AI tools - need context. That means well-structured content, clear headings, schema markup, and natural language.

You don’t need 1,000 backlinks. You need the right ones—from credible sites, publications, and local partnerships.

Be Where People Search (and Talk)

That includes traditional Google, yes—but also YouTube, AI assistants, local directories, social search, and more.

What’s the ROI If No One Clicks?

Let’s address the elephant in the room:

“If I’m investing in content, and Google just gives away my answer, what do I get out of it?”

Here’s what:

  • Brand Visibility - You show up in moments that matter, even if the user doesn’t click.
  • Top-of-Mind Awareness - The more they see your name, the more likely they are to come back when they need help.
  • Trust - People trust the brand that shows up with the answer over the one with the best ad copy.

Think of it like a referral. You might not know exactly where they came from, but your name keeps showing up in the right conversations, and eventually, they reach out.

Final Thought: It’s Not About Clicks. It’s About Growth.

If you’re only tracking SEO success through traffic numbers and keyword reports, you’re missing the bigger picture.

Growth today comes from being part of the decision-making journey, even when it starts with a question to a chatbot or an AI-powered search engine.

The businesses that lean into this shift early will win.

The ones who wait for the old SEO rules to come back? They’ll get left behind.

Need help rethinking your SEO for today’s search reality?
 We’ve helped dozens of SMBs evolve their strategy, show up in AI-driven results, and turn visibility into long-term growth.Let’s figure out what works for your business, now and for what’s next.