Has ChatGPT killed SEO?

Some of the biggest content brands have seen their SEO traffic drop by more than half since ChatGPT launched? That’s not just a trend — it’s a sign of what’s changing.

Google’s updates have long favored the biggest domains. Now, with AI-powered answers, clicks are down even further. Users are getting what they need directly from AI — no need to click through to your site.

So does that mean you should abandon SEO altogether? No. But you do need to diversify and adapt.

We’re seeing the most successful companies build organic growth around three pillars:

Top of Funnel: Capture attention on platforms where people already spend time. Think short-form video, social media, and even podcasts.

Middle of Funnel: Build trust with high-value content: newsletters, original research, opinion pieces.

Bottom of Funnel: Use content to warm up prospects before any pitch. People convert when they already trust you.

Data from SparkToro and Similarweb confirms that direct traffic and social shares are now more correlated with growth than SEO rankings alone. In our own work, the companies that keep testing across channels — not just Google — are the ones still seeing real momentum.

Don’t let the past hold you back. In a world where AI reshapes search, those who adapt fastest grow the fastest.