Lately, we’ve been hearing a recurring question from our partners: Should brands stop investing in traditional SEO and shift everything towards AI?
It’s a natural question to ask as search evolves. With the rise of AI-driven “answer engines,” many brands feel they need to pick a side between traditional SEO and AI SEO. However, when you look at how these systems actually work, it becomes clear that SEO vs AI SEO isn’t a choice between two different strategies. They’re really two parts of the same system.
Why This Debate Exists in the First Place
The pressure to change strategies comes from big shifts in how we use the internet. For the first time in a long time, the way Google sends traffic to websites is changing.
Google Is Sending Less Traffic
While more people are using Google than ever, and volume actually grew by over 20% in 2024, the amount of traffic reaching websites is dropping. Search referral traffic declined 60% for small publishers over two years, while Google Search page views dropped 34% year-over-year between December 2024 and December 2025. Additionally, because AI Overviews now answer many questions directly on the search page, clicks for basic information have dropped by 61%. To stay ahead, many brands are realizing why the traditional marketing team model no longer works and are looking for new ways to capture attention.
AI Search Is Growing
At the same time, AI platforms are booming. ChatGPT now handles about 12% of the search volume that Google does. Globally, the number of AI search sessions is now more than half the size of traditional search. This growth has everyone thinking about AI and the future of SEO.
Why Traditional SEO Still Supports LLM Visibility
Even though AI is growing, you can’t leave traditional SEO behind. The reason is simple: AI models (LLMs) are still relying on search engines to find their information.
How LLMs Use Search Grounding
Large Language Models like ChatGPT and Perplexity use Google to “ground” their answers in reality. If you lose your ranking on Google, you often disappear from AI answers too. For example, when a site called Grokipedia lost its Google rankings in early 2025, it stopped being cited by ChatGPT and Perplexity at the exact same time. If Google can’t find you, the AI won’t either.
Why Authority Signals Still Matter
The factors that help you show up in LLM visibility are the same ones we’ve used in SEO for years. According to research from March 2026, the top things that drive LLM citations are domain authority, high-quality backlinks, and being mentioned in “best of” lists. This means that SEO for LLMs is really just a matter of doing high-quality SEO. This makes setting realistic SEO expectations essential for any brand trying to navigate these changes.
What AI SEO and Answer Engine Optimization Add
While the foundation is the same, answer engine optimization (AEO) adds a new layer to your work.
What AEO Actually Means
AEO is the practice of making your content as easy as possible for an AI to use as a direct answer. It’s about being clear, concise, and authoritative so a machine can easily cite you.
Why This Is a Layer, Not a Replacement
Even though AI is growing, it still sends very little direct traffic to websites, about 190 times less than Google. AI platforms currently account for less than 1% of all web traffic. Because of this, AI search visibility should be seen as an extra layer on top of your search strategy, not a replacement for it.
Why AI SEO vs Traditional SEO Is the Wrong Framing
Comparing AI SEO vs traditional SEO as if they are enemies is a mistake. In reality, they support each other.
When you build a fast, high-quality website with great content, you are helping both Google and AI. Instead of choosing one, brands should focus on a “unified” approach where your SEO work makes you more visible in AI answers. This kind of adaptability is exactly why marketing teams are moving toward flexible structures that can handle both traditional and emerging search trends.
What a Smarter Search Strategy Looks Like Today
To succeed today, your strategy should focus on:
Strong Foundations: Keep focusing on authority and quality links so LLMs trust you as a source.
Answer-Ready Content: Structure your information so it’s easy for AI to cite.
Quality Over Quantity: AI models are getting better at spotting “filler” content, so focus on being a truly helpful resource.
Conclusion
The choice isn’t between traditional search and AI. The real opportunity is in understanding that they are two parts of the same puzzle. Solid SEO is what gets you noticed by Google, and being noticed by Google is what gets you cited by AI.
As you look at your own strategy, ask yourself if your content is ready for both a human reader and an AI “answer engine.” If you focus on building a trusted, authoritative brand, you’ll be well-positioned for wherever search goes next. Ghost Sherpa is here to help you bridge that gap and keep your business visible as AI continues to evolve.