SEO Isn’t Dead, But “SEO Traffic” Might Be

Let’s get something out of the way: I’ve been in SEO for over a decade, and I still don’t know what “SEO traffic” actually means.

Seriously—what are we even talking about?

Most people use “SEO traffic” as shorthand for Google traffic. But that’s lazy thinking. SEO isn’t Google. SEO is a toolbox. A strategy set. A way to make your content visible. But visibility doesn’t always equal traffic, and traffic doesn’t always mean impact.

And yet, the industry keeps clinging to outdated metrics like they’re gospel.

Now with AI Overviews barging into the SERPs like an uninvited guest, people are panicking. “Is SEO dead?” they ask. (Again)

Not quite. But the game has changed.

The AI Overview Effect

AI Overviews depend on the vertical.

If you’re in health, telecom, or home & garden, you’ve probably seen the floor fall out. On the flip side, niches like beauty, real estate, and automotive are still holding strong. Local search? Still a safe bet (for now).

Sundar Pichai claims AI Overviews are sending more traffic. Maybe. But where’s the proof? There’s zero transparency. No data. No way to track it.

It feels like we’re flying blind.

The Unexpected Boost

Here’s the ironic twist: despite all the chaos, my blog is doing better than expected.

I only started it a few months ago. No crazy promotion. No SEO hacks. Just writing.

Then I got mentioned in two SEO industry blogs—and I didn’t even know until a former coworker tagged me on LinkedIn. That’s when it clicked:

People still crave voices. Not just answers.

The content that wins now isn’t “how to install Yoast” or “10 best SEO tools in 2024.” It’s human. It’s honest. It’s opinionated. And it sparks conversation.

The New SEO Strategy: Be a Damn Human

Yes, keep blogging.

But stop writing for Google.

Write for people. Write to share a perspective. To lead. To question the status quo. To show you’ve lived through the algorithm updates, the AI shift, the traffic droughts—and you still have something real to say.

Generic how-to content? That era is fading fast (and honestly, it was never that compelling to begin with).

This new era rewards thought leadership. Insight. Vulnerability. Voice.

If you want to win in SEO now, become a voice worth quoting.

That’s what earns traffic. The kind that matters.