Question 1

Is SEO dead because of ChatGPT and AI Overviews?

Accepted Answer

No. Google's Q1 2025 ad revenue was up 8.5% year-over-year and total revenue was up 12% to $90.2 billion. If search were dying, ad revenue would be declining — it isn't. More people are searching for and buying products on Google in Q1 2025 than in Q1 2024. What has changed is the type of SEO that works: informational top-of-funnel content is largely dead for e-commerce, but commercial SEO — ranking product and category pages for purchase-intent keywords — is thriving.

Question 2

What are the two types of SEO right now?

Accepted Answer

Informational SEO (top-of-funnel blog content, how-to articles, what-is articles) has lost most of its value as AI Overviews and LLMs answer these queries without requiring a click. Commercial SEO (product pages, collection pages, competitor alternatives articles, comparison content, buying guides) is thriving — people are still clicking through to research brands, read reviews, and buy products on Google.

Question 3

How much do AI Overviews reduce organic click volume?

Accepted Answer

Significantly. For keywords where AI Overviews appear, position 1 loses approximately 30–40% of its normal click volume. Position 2 and 3 lose 70–80% or more. The best adaptation strategy is to focus on keywords where AI Overviews don't appear — primarily commercial and transactional keywords for product and category pages — rather than trying to optimize for AI Overview citations.

Question 4

What content should e-commerce brands focus on for SEO in 2025?

Accepted Answer

Two things. First: optimizing product and category pages for purchase-intent keywords — this is the highest-ROI SEO activity available and the fastest path to revenue. Second: middle- and bottom-of-funnel content — competitor alternatives articles, competitor comparison content, solution comparisons, and buying guides. These types of content are less impacted by AI Overviews, drive purchase decisions, and are the most cited content formats in LLM-generated responses.

Question 5

Should e-commerce brands stop running Google Ads to invest in SEO?

Accepted Answer

No. Every successful seven-, eight-, and nine-figure brand runs Google Ads for a reason — they're a reliable revenue channel at 3–6x ROAS. Paid ads also inform SEO strategy by revealing which keywords and pages convert. SEO and Google Ads run best in parallel. SEO is not a substitute for paid ads — it's a supplementary channel that compounds over time while paid ads produce immediate returns.

Question 6

How do AI Overviews affect e-commerce specifically?

Accepted Answer

Less than they affect informational SEO. AI Overviews appear less frequently in transactional and commercial SERPs than in informational ones. Product page, category page, and purchase-intent keywords are less affected. Google has also added more ad spots to SERPs — ads appearing above and within AI Overviews — which partially explains how ad revenue can grow even as AI Overviews take up more SERP real estate.

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