Raising kids has taught me one big lesson: the future is unpredictable. I don’t know what technology my daughters will grow up with, or even if they’ll ever need to learn to drive thanks to self-driving cars. But I do know that some things never change; curiosity, relationships, human connection.
The same is true for marketing.
For years, inbound marketing and SEO were reliable growth engines. Publish great content, optimize your site, and watch organic traffic compound over time. But AI has changed the game, and businesses everywhere are asking: is SEO dead?
The short answer? SEO isn’t dead, but it has definitely evolved.
Large language models like ChatGPT are replacing many top-of-funnel searches. Even Google is answering more questions directly with AI overviews, cutting down on clicks to websites. That means fewer people are discovering businesses the way they used to.
So the concern is real. If you’ve built your entire growth strategy on search traffic, it’s time to rethink.
Here’s the good news: the core principles of SEO still matter.
LLMs pull answers from authoritative sites (the same ones Google rewards).
Buyers still need to connect with businesses before making a decision.
Trust, credibility, and expertise can’t be automated.
In other words, SEO isn’t gone—it’s just not the whole story anymore.
Instead of worrying, let’s focus on the opportunities:
Social Media Reach is Stronger Than Ever
Algorithms are getting better at serving content people actually want. That means high-quality, authentic posts can travel further organically.
Video > Written Content
Written blogs used to be the edge. Today, video is easier to produce, easier to consume, and harder to fake. It shows the humans behind the business.
Human Connection Wins
Marketing has always been about differentiation. In a sea of AI-generated sameness, showing up as yourself is the ultimate advantage.
Instead of trying to crank out endless blog posts, consider a different approach:
Record a 20-minute conversation (with a teammate, client, or partner).
Repurpose it into a long-form video, short clips, and social posts.
Use AI as a helper to draft supporting content, not as the source of truth.
Embed video alongside written summaries for multi-format reach.
This method not only saves time but also produces the kind of authentic, bite-sized content people want to consume.
Just like parenting, marketing is full of unknowns. But at the end of the day, people want the same thing they’ve always wanted: to connect with other people.
SEO isn’t dead; it’s evolving. The businesses that win in this new world will be the ones who embrace human-first marketing: ungated, authentic, and consistent.
Pro Tip from CJ
Don’t just publish - show up. Your people are your best differentiator. Put them on video, let them share their expertise, and watch the connection grow.
Need help building a sales library in HubSpot? That’s what we do.
Let’s talk about how to bring strategic visibility to your team.