Google has eliminated the SERP. Does this mean SEO/GEO is an irrelevant game?

SERPs have shifted. The role of SEO remains the same.

Recently, Google announced the end of the traditional SERP. Instead, users are forced to work with an AI summary. As industry experts, most of us saw this coming. The question is – has this shift eliminated the need to implement SEO best practices as many of us have feared? Well, thanks to my deep research into how LLMs work, and Google’s most recent GEO guide, I can confidently say that SEO is still king when it comes to growing through search queries.

Article Summary

SEO isn’t dead—it’s simply evolved. The game has shifted from chasing the #1 search result to establishing your brand as a cited source for AI Overviews. This evolution is vital if you offer services or products, as Google still doesn’t allow users to complete purchases or bookings directly on its platform. To stay competitive, you must double down on core SEO best practices, but with a new emphasis on how AI digests information:

The main topics covered in this article include:

Search intent matters

Focus on highly specific, niche content that addresses user intent rather than broad keywords.

LLMs pull and rank data just like SERPs

Boost the importance of schema markup, rich text snippets, and E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) to prove your content is original and reliable.

Google says stay the course

Google confirms this: the winners will be the brands that optimize their visibility across search, apps, chat, and voice by prioritizing content built for actual people, not just algorithms. Rather than throwing up your hands in defeat, it’s time to be more aggressive with your strategies and focus on becoming the ultimate authority in your niche.

It's not about targeting keywords. It's about targeting search intent.

While data shows low click-through rates (CTR) on AI citations—ranging from only 1% to 19%—user behavior changes based on the platform and audience:

General Search (Google AI Overviews): Citation clicks range from 7.4% (desktop) to 19% (mobile).
Conversational AI (ChatGPT / Gemini): Dedicated chat modes have a zero-click rate of 92% to 94%, making direct link clicks rare.
B2B / Professional Buyers: Up to 90% of B2B buyers click citations for fact-checking, according to a Search Engine Journal study.

This low CTR makes sense for simple informational queries (“what time is it in Chicago”). However, search intent always matters. Queries seeking a specific product, a wedding venue, or an industry professional should still result in clicks.

Although users are less likely to dive deeper and click cited sources when asking about general information, they are very likely to click when they intend to make a purchase, book a class, or work with a professional because they must do so in order to fulfil that transactional query. Yes, ranking #1 may not be as important in this scenario, but showing up as a cited or recommended service in this scenario is. A user looking for a pottery class, for example, must click on the website to book a session or learn more. The website is essential to fulfill that transactional query. To reach these high-intent users through AI, your site must be positioned as a cited source.

How do you target by search intent?

You must put yourself in the shoes of the user.

For example, someone experiencing an issue with their AC might search for symptoms rather than jumping directly to looking for an HVAC specialists. So, on top of targeting keywords, you should also target conversational phrases. I.e. “AC making a weird noise” or “AC constantly running without changing temperature.” Your page content should answer these questions and position you as the one to call to solve them.

Working with an SEO specialist can help you group keywords by intent and find relevant FAQs pulled from search engine data. There are also platforms out there that can help you find this information on your own. Just know that you need to move from simply targeting your specialty, i.e., “HVAC specialist” to targeting the problems, i.e. “leaking AC unit.”

So - how can you increase your chances of becoming a cited source?

The answer is simpler than you think. Maintain SEO best practices, with emphasis on how LLMs digest information. LLMs still process and rank information like traditional search engines. Here are some KPIs that can make or break your chances of being cited by LLMs –

Domain and Page Authority

Take a look at this Gemini AI summary –

Notice that the first few cited sources include reddit, which makes sense, considering reddit has an extremely high volume of traffic, causing it to dominate in page authority. Throw reddit into any free domain authority checker – you’ll see it has a score of around 92. Tough to beat, but to be expected.

The second source, Spider Farmer, has a domain authority of 36. This highlights one of the primary concerns of this shift in search, but also echoes the fact that on and off page SEO are still so important.

Although Reddit wins here because of domain authority, it’s not necessarily the best resource for facts and research – as there isn’t a way to verify those answering the questions there. This is why it remains important for users to remain diligent when accepting information from LLMs, and why over time, sources cited will start to see more clicks.

Content Relevancy

Let’s compare again to a service offering. I asked for Pottery Classes available for beginners on Tuesday nights, near me. Gemini provided three sources.

Although the first source, PIP Coffee and Clay, only has a domain authority score of 18, it overtakes the second source, Mesa Arts Center, despite it’s whopping 56 DA score. Why? Page content.

Although the Mesa Arts Center drives more traffic, has more backlinks, and mentions pottery classes, it falls short because the site itself is so vast and broad. The site offers a variety of different classes, events, and touches on many different subjects.

The first source, Pip Coffee and Clay, solely focuses on Pottery, with the occasional mention of being able to grab a cup while you work. Gemini reads this as the most relevant choice, which is why it’s promoted first, and is no different than how SERPs typically determine rank.

Search engines and generative AI prioritize content that is most relevant to the user’s specific query over a general authority site, especially for niche services or topics. Generative AI models are grounded in the highest-quality, most authoritative content indexed by search.

Again, this isn’t anything new. If you’ve ever worked with an SEO specialist before, or if you are one yourself, you’re familiar with the phrase “content is king.”

Technical Structure

Just like SERPs, LLMs consider the users location and keywords when formulating an answer. They also scan websites (particularly those with high domain authority and content relevancy) for information, quickly. This is why it is still important to ensure your technical structure supports your location, your services, and your page content.

Implementing rich text snippets, schema markup, and strategically positioning your content are all still essential.

Remember, AI isn't everywhere, nor is it used by everyone.

Many many people are against the use of AI, especially data centers. As this fire continues to grow, it’s important to not neglect those using other platforms that might even be anti ai. Although Google is one of the most popular, just check any comment section of a post discussing Google’s recent changes – they are flooded with commenters promoting alternative search engines. And even the data shows it – Between 43% and 57% of Americans believe the risks of artificial intelligence outweigh its benefits. Polling reveals that 50% of U.S. adults are more concerned than excited about AI in daily life, while up to 71% oppose the construction of AI data centers in their local communities. [1, 2, 3]

Public sentiment regarding AI varies depending on the specific use case: [1]

Daily Life & Society: Only 10% of Americans are more excited than concerned about AI, while 50% are more concerned.
Risks vs. Benefits: According to a Politico poll, 43% of Americans say AI’s risks outweigh its benefits, versus 33% who feel the opposite.
Healthcare: Up to 81% of Americans want a human doctor involved in their healthcare rather than relying solely on AI.
Job Security: Around 54% to 71% of Americans express concern that AI will permanently displace workers and reduce job opportunities.
Local Infrastructure: Seven in ten Americans (71%) oppose the construction of massive AI data centers in their local area, largely citing environmental and utility-cost concerns. [1, 2, 3, 4, 5, 6, 7, 8]

As an SEO specialist, website designer, or even just a business who has invested so much into their SERP presence – it’s understandable to worry. But, it’s about how you approach the problem. Although it still feels like magic, there is still so much work behind the scenes determining when AI cites a source or not. All of that is still supported through SEO best practices. So rather than throwing up your hands in defeat – double down on what you have been doing, with more emphasis on how AI digests information.

Don’t believe me? Well, Google has explicitly confirmed what I’ve stated (and, if i might be so bold to say, what i have been saying as LLMs have grown) in this article to be true.

E-E-A-T is still the name of the game, particularly experience-led content that highlights your firsthand knowledge.
While AI-generated content is permitted, human oversight and a sense of authenticity are absolutely required.
SEO is shifting away from simple keywords toward real-world relevance and intent-based answers.
Trust signals—like author bios, citations, and structured data—are what help your content get cited in AI Overviews.
Schema markup for authors, organizations, and FAQs is now carrying more importance for visibility in AI results.
To stay competitive, brands need to publish unique insights, monitor their AI Overview appearances, and diversify their content formats.

SEO isn’t dead; it’s evolving into AI visibility, and the winners will be those who optimize across search, apps, chat, and voice.

Hey! I’m Ren. Thanks for reading my article.

I’ve Been Establishing & Uplifting SEO Focused Websites Since 2020.

Leveraging six years of expertise in technical SEO and web design, I specialize in creating digital ecosystems designed for sustained results. I’m constantly studying LLMs role in the world of digital marketing. I look forward to sharing my observations and perspectives as an industry pro. I welcome the opportunity to discuss your marketing strategy. Don’t hesitate to reach out.