SEO is going away.
Or at least it’s changing so much that it will need a new name soon.
More and more people are letting ChatGPT, Gemini and other platforms do their searching for them.
ChatGPT now handles over 1 billion searches every week.
Even five years ago, Google was moving away from clickable links to giving the “best answer” right on their homepage. Now the process is just speeding up tenfold.
I recorded a podcast about this recently: “Is the ‘Information Age’ Over?”
And on July 5 The Wall Street Journal published an article about “Google Search’s Demise” (paywalled).
Only three months ago, the same platform was reporting that a few people were quitting search and using AI.
Now the companies themselves are pivoting: “I Quit Google Search for AI—and I’m Not Going Back.”
What does that mean?
Well, imagine Google Search had just launched. Knowing what you do now, you’d have a massive advantage, right?
The AI revolution isn’t quite the same as starting over—because Gemini and the other chatbots still search the internet for information—but you can still gain a massive advantage if you act now.
Here’s what to do.
1. Publish Quality Content
Publish great stuff—a lot of it.
Forget the “SEO rank math” stuff and get straight to the answer.
2. Search and Interact
Look for your brand on Reddit and make sure you respond to posts.
Do the same on Google Business Profile.
3. Check Reviews and Respond
Stay on top of reviews on Google and Facebook and any other platform. Respond to every single one.
4. Tales and Technique
Make sure your website has a lot of stories and “how to exercise” videos on it.
5. Prioritize Speed
The most important visitors in the future will be bots, not humans.
Because AI is all about speed, make sure your site loads fast. Bots will probably grab the first info they can get instead of waiting for sites to load.
The battle for the “fastest” AI is already getting crazy (which is why companies like NVIDIA have skyrocketing stock prices—but that’s another post).
6. Forget the “Personal Brand” Stuff
Nobody’s searching for info about you.
Build your business brand. If you do nothing else but that for the rest of 2025, you’ll be six months ahead of everyone else in the fitness industry.
Evolve!
AI isn’t just changing searching and info gathering. It’s changing shopping and commerce.
Get this: 80 percent of consumers now resolve 40 percent of their online searches without clicking any links.
This has a name: “zero-click search.”
People are using generative AI for shopping recommendations, too. I bet you’ve used AI to compare several products, right? (If not, try it.)
OpenAI will soon have a “buy now” button that links to a merchant’s website, which will let people shop through ChatGPT.
That seems like a pretty obvious advantage for the merchant linked by the bot, doesn’t it?
Maybe that merchant should be you.
And it can be if you follow my advice above.
