Around the turn of the year, search industry media fills up with reviews and predictions. Bold, disruptive ideas steal the spotlight and trigger a sense of FOMO (fear of missing out).
However, sustainable online sales growth doesn’t come from chasing the next big trend. In SEO, what truly matters stays the same.
FOMO is bad for youÂ
We regularly get excited about the next big thing. Each new idea is framed as a disruptive force that will level the playing field.
Real shifts do happen, but they are rare. More often, the promised upheaval fades into a storm in a teacup.
Over the years, search has introduced many innovations that now barely raise an eyebrow. Just a few examples:
- Voice search.
- Universal Search.
- Google Instant.
- The Knowledge Graph.
- HTTPS as a ranking signal.
- RankBrain.
- Mobile-first indexing.
- AMP.
- Featured snippets and zero-click searches.
- E-A-T and E-E-A-T.
- Core Web Vitals.
- Passage indexing.
- AI Overviews.
Some claimed these developments would revolutionize SEO or wipe it out entirely. That never happened.
The latest addition to the SEO hype cycle, LLMs and AI, fits neatly into this list. After the initial upheaval, the excitement has already started to fade.
The benefits of LLMs are clear in some areas, especially coding and software development. AI tools boost efficiency and significantly shorten production cycles.
In organic search, however, their impact remains limited, despite warnings from attention-seeking doomsayers. No AI-driven challenger has captured meaningful search market share.
Beyond ethical concerns about carbon footprint and extreme energy use, accuracy remains the biggest hurdle. Because they rely on unverified inputs, LLM-generated answers often leave users more confused than informed.
AI-driven platforms still depend on crawling the web and using core SEO signals to train models and answer queries. Like any bot, they need servers and content to be accessible and crawlable.
Without strong quality controls, low-quality inputs produce inconsistent and unreliable outputs. This is just one reason why Google’s organic search market share remains close to 90%.
It also explains why Google is likely to remain the dominant force in ecommerce search for the foreseeable future. For now, a critical mass of users will continue to rely on Google as their search engine of choice.
It’s all about dataÂ
Fundamentally, it makes little difference whether a business focuses on Google, LLM-based alternatives, or both. All search systems depend on crawled data, and that won’t change.
Fast, reliable, and trustworthy indexing signals sit at the core of every ranking system. Instead of chasing hype, brands and businesses are better served by focusing on two core areas: their customers’ needs and the crawlability of their web platforms.
Customer needs always come first.
Most users do not care whether a provider uses the…
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