Why SEO Isn’t Enough Anymore (And What Your Business Should Be Focusing On Instead)

Especially for creatives, entrepreneurs, and brands navigating a rapidly evolving digital landscape.

If you’re a product-based business, creative brand, or entrepreneur trying to stand out online, you’ve probably heard this a million times:
You need to focus on SEO.

And sure, SEO still matters.

But we’re in the middle of a major shift. As AI begins to dominate search results, the game has changed.

According to Search Engine Journal, Google’s AI Overviews now appear in 47% of search results and take up nearly half the screen on mobile. Even more staggering?

60% of searches are now resolved without users clicking a single link.

Yep, that means more than half of people are getting what they need directly from the AI-generated answers at the top of the page.

So… what do we do now?

AEO Is the New SEO (And It’s Not Optional)

If your website is relying on traditional SEO tactics alone, you’re missing out on visibility in this new era.
The answer? AEO—Answer Engine Optimization.

Instead of just optimizing for keywords, AEO means crafting your content to directly answer the exact questions your customers are asking. The clearer and more helpful your answer, the more likely Google’s AI will feature your site.

To do that, your content needs to:

• Use clear, question-based headers
• Offer concise, expert answers
• Be formatted in a way AI can easily scan and summarize
• Be relevant, human, and trustworthy

Basically, your site needs to work for humans and robots—without losing your voice in the process.

So… You Do All This AEO Work. Then What?

Here’s the kicker: being featured in an AI Overview doesn’t guarantee clicks.

Yes, Google now includes source links in these AI answers (often several), but user behavior is shifting:

• If the AI answer satisfies the search, users may never scroll.
• If they do scroll, they might click on a source—but you’re in a crowded pool.
• If your site isn’t one of those 4–5 sources? You’re out of luck.

So does that mean it’s hopeless?

No—but it means the strategy has to shift.

Think of AEO Visibility as a Billboard, Not a Destination

If your content gets quoted or cited in an AI answer:

• You’re building brand awareness (even if there’s no click)
• You’re positioning yourself as a trusted authority
• You’re increasing the chance that when users do need more, they’ll click your name

It’s not about volume of clicks anymore—it’s about visibility to the right people, at the right time, in a world where attention is sliced thinner than ever.

Page 1 Isn’t Dead—It’s Just Different

While AI answers dominate the top, they still pull from traditional Page 1 sources.
So being on Page 1 still matters—it just might not feel like it used to.

The big difference now is that:

• "Top of Page 1" doesn’t mean as many clicks
• But not being on Page 1 at all? Still just as invisible

The real win is to be both a source for AI answers and a clear, credible next-click option.

How Smart Businesses Should Be Spending Their Time (and Budget)

Here’s how I’d advise business owners, creatives, and brands across industries and locations to spend their time and money wisely:

1. Answer the actual questions

Format blog posts and service pages to clearly and concisely answer what your ideal clients are Googling.

❌ "Let me tell you a long-winded story..."
✅ "Here’s what you need to know if you’re a boutique owner trying to get found on Google."

2. Use formatting that helps you get cited

• Bullet points
• Q&A headers
• Snappy intros
• Simple language

This makes your content AI-snippet-friendly.

3. Get ultra clear on your niche and audience

Generic content gets lost in the crowd. Specific, human, and purpose-driven content wins—even if the traffic is smaller, it’s more aligned (and more likely to convert).

4. Invest in strategic content, not just copywriting

It’s not just about writing anymore—it’s about how your content is structured, formatted, and embedded into your brand.

That’s where I come in.

How I Help Businesses Stay Visible (Even in an AI-First World)

At Photo Design Company, I offer more than pretty pictures. I:

• Help you craft search-savvy blog posts
• Create AEO-ready service pages
• Design content that positions your brand for visibility AND connection

Because let’s be honest: the goal isn’t traffic.
The goal is trust → clicks → clients.

If that’s what you’re looking for, book a consult or learn more about my work.

Let’s make sure your business stays seen—even when nobody’s clicking.

P.S. Curious about the bigger picture behind all these shifts? I wrote about the Sleeping Phoenix era and what it means for the future of business right here →