With the rise of AI, evolving search interfaces, and Google’s SERPs looking more like answer machines than search engines, many marketers are asking: Is SEO still worth investing in?
We sat down with two leading voices in the space – Chima Mmeje, Senior Content Marketing Manager at Moz, and Tim Soulo, CMO at Ahrefs – to get a grounded, honest view of where SEO is heading and how marketers should respond.
Here’s what we learned 👇
💡 Key Takeaways
1. SEO isn’t dead , but it is shifting
Chima and Tim agree: SEO is not going away, but the nature of what works is changing. Classic tactics like keyword-stuffed blog posts or chasing “volume” for the sake of it just won’t cut it anymore. Instead, the winners are:
- Brands building authority and trust
- Pages that solve problems faster than AI can
- Niche, intent-rich content that serves real user needs
“SEO is evolving, not dying. But the bar is higher.” , Chima Mmeje
2. Topical authority > traffic chasing
Tim made a strong point: chasing traffic through clickbait or broad topics is no longer sustainable. With AI snippets and zero-click results on the rise, owning a niche and becoming the go-to source in your field is where sustainable growth lies.
Ask yourself: If Google didn’t exist, would people still come to this page?
3. Quality content needs strategic distribution
Even the best content will sit unnoticed if it isn’t promoted. Both speakers highlighted the importance of content promotion strategies like:
- Building distribution loops via email, socials, and partnerships
- Using your content to spark conversations, not just rank
4. SEO needs to work with brand and product teams
This one’s big. SEO can’t operate in a silo. To truly grow in 2025:
- Collaborate closely with product teams (for user insights and use-case-rich content)
- Feed into brand storytelling (so people remember you, not just your blog)
- Work with data teams to track what actually moves the needle
5. AI is forcing SEOs to get better, faster, and more human
Rather than fear AI, Chima and Tim encouraged us to embrace it , as a sparring partner, not a threat. Use it to:
- Generate ideas faster
- Test hypotheses
- Spot gaps in your content or competitor blind spots
But ultimately, it’s the human layer that still matters most: opinion, experience, emotion.
“AI can help you do SEO faster. But it can’t replace your lived experience or empathy.” , Tim Soulo
🔍 So… Is There Growth in SEO in 2025?
Absolutely , if you’re willing to evolve.
The growth isn’t in hacks or volume games. It’s in:
- Building a brand people trust
- Becoming a specialist, not a generalist
- Creating content worth bookmarking, not just clicking
SEO in 2025 is a long game. But for marketers who value helpfulness, depth, and connection? It’s still one of the most powerful levers you’ve got.