Most SEOs in a panic mode, thinking that SEO is dead because of AI, but that’s not the case.
I recently listened to a podcast episode, featured Brian Dean – the guy behind Backlinko and one of the most well-known names in the SEO world. He shared how his views on search, SEO, and content creation have changed over time, especially in the last six months.
Here are my notes and takeaways from that episode. If you are working on SEO Industry then this one is for you.
Brian Dean Thoughts on ChatGPT and Google
Brian started by saying he didn’t originally see ChatGPT as a threat to Google. In his eyes, Google was for fast answers, and ChatGPT was for creating things like emails or blog posts.
But over the last six months, that changed.
The big reason? ChatGPT can now remember past conversations and even search proactively on your behalf. That made it much easier and smarter to use.
Something that felt more like a proper alternative to Google Search.
On the other hand, Google has been talking about personalized results for over a decade. But the truth is, most of us still see nearly identical search results, except for things that are localized by area or country.
Unlike ChatGPT, Google doesn’t really remember your past clicks or searches in a way that changes your experience.
LLMs Are Pushing the SEO Industry Forward
One thing Brian made clear is this: large language models (LLMs) like ChatGPT, Claude, and Perplexity are forcing Google to innovate faster.
Not just Google, the entire industry is being reshaped by how these tools are changing the way we look for information and solve problems online.
I am totally agree with his words. And because of LLMs, SEO industry change and the future of SEO looks so exciting to me.
No, SEO Isn’t Dead But It’s Not the Same Either
This is something many SEOs worry about. Brian says SEO isn’t dead. The basics still matter:
- Understanding what people are looking for
- Writing content around their intent
- Being useful and relevant
What’s changing is the way we apply those basics. Strategy matters more now. If you know how to solve problems, speak directly to your audience, and stay visible across channels, you’re in a strong position even in this new AI-driven world.
In my point of view, yeap fundamentals never changes. If you study the core of SEO is the same thing Brian address.
Read my blog on similar topic about SEO is Dead in Bangladesh.
The New Rule SEO: Write for Humans, But Think of Machines Too
This was one of the strongest points in the podcast. The number one skill going forward?
Create content that works for both humans and machines.
Here’s what that means in real terms:
- People want real stories, practical strategies, and personal experiences
- LLMs prefer new, helpful content they haven’t seen 100 times before
Generic content? Not going to work anymore. Brian says LLMs are more likely to pick up things like:
- “I tried this tactic – here’s what happened”
- Personal insights
- Data-backed findings
- New case studies
It’s not about just being correct anymore. It’s about being unique.
Keyword Research Still Matters, But It Looks Different Now
Brian still uses tools like Semrush, but not the way we used to. Instead of chasing exact-match keywords, he uses it to understand what people are struggling with.
He mentioned that the way people search on ChatGPT is more detailed and conversational, full sentences, backstories, even personal context.
So yes, keyword research is still alive. But now, it’s less about short phrases and more about:
- Problems people care about
- Situations they’re in
- The way they ask questions naturally
Backlinks Still Matter But Mentions Matter Even More
This part was refreshing. Brian doesn’t think links are dead. In fact, links and mentions are still powerful signals not just for Google, but for AI tools too.
He explained it like this:
- LLMs are trained on large amounts of data
- To decide which sites to trust, they look at signals and links are still one of them
But here’s what’s changing:
- It’s no longer just about PageRank or followed links
- Mentions in PR, interviews, podcasts, and social media matter more than ever
If people talk about your brand or your product, you’re more likely to get noticed not just by users, but by AI tools that train on that content.
Old SEO vs New SEO – Brian Dean’s Lens
| Old SEO | New SEO (2025 and Beyond) |
|---|---|
| Focused only on Google | Spread across Google, YouTube, LinkedIn, X, ChatGPT |
| Ranking on Google was the main goal | Getting mentioned or cited by AI tools and platforms |
| Used exact keywords | Focuses on topics and problems people care about |
| Needed lots of backlinks | Mentions and authority matter more than just links |
| Content needed to get clicks and time on page | AI tools don’t care about clicks — they want helpful info |
| Wrote mostly for search engines | Write for people first, but make it useful for AI too |
| Many blogs sounded the same | Personal stories and unique insights work better |
| Old content could rank for years | AI prefers fresh and new content |
| SEO was mostly blog + tech setup | Now includes brand building and content across platforms |
| Keyword tools showed volume and difficulty | Now it’s more about real problems and natural questions |
Final Thoughts
This podcast gave me a fresh perspective.
Yes, SEO is evolving. But it’s not going away. The core of it solving problems, understanding intent, and being helpful is still as important as ever.
What’s changing is where that content shows up, how it gets discovered, and how people interact with it.
If you’re a creator, SEO specialist, or digital marketer now’s the time to:
- Focus on personal brand
- Show up across platforms
- Create content that’s helpful, personal, and unique
- Think about both humans and machines when you hit publish
If you haven’t listened to the episode yet, I highly recommend checking it out. It’s packed with honest thoughts and future-ready advice.