Experts Discuss SEO's Evolution Amid AI-Driven Search Revolution

For over two decades, securing a top spot on Google's first search results page was the primary goal for marketers and SEO specialists. However, the rise of AI-powered search engines like ChatGPT, Gemini, Claude, and Perplexity has transformed how consumers seek information, often receiving complete answers without clicking through to external sites. In response, Google launched AI Overviews in May 2024, featuring AI-generated answers atop search results, contributing to a significant decline in click-through rates. Data from SparkToro and Datos reveal that about 68% of Google searches in the first half of 2026 ended without any external clicks, causing a sharp drop in website traffic worldwide.

Amid this shift, four leading Israeli marketing and digital experts, Hilit Fishman (CMO of AudioCodes), Doron Aharonson (CMO of SELA), Michal Lutzky (VP Marketing at AIG Israel), and Tomer Lewinsky (CEO of Laus Media), shared insights on SEO's future. Lewinsky rejects the notion that SEO is dying, emphasizing that organic traffic still largely comes from Google and that SEO investments prepare brands for the new Generative Engine Optimization (GEO) landscape. Lutzky highlights that Google still commands 90% of global search traffic and stresses the importance of adapting to AI's broader role, including preparing for AI agents visiting websites on users' behalf.

The experts agree that while traditional SEO remains relevant, the focus is shifting from keyword-centric strategies to conversational, question-and-answer formats tailored for AI. Keywords are no longer sufficient alone; understanding customer pain points, differentiation, and the decision-making journey is crucial. The rise of "zero-click" searches challenges brands to rethink success metrics beyond traffic and leads, incorporating impact across the customer journey and presence in AI responses.

Regarding paid advertising, all interviewees anticipate that sponsored results will eventually appear within AI search engines, though the timing and formats remain uncertain. The AI industry is currently experimenting with monetization models amid heavy investment. Additionally, authoritative content and media presence have grown in importance, as AI systems prioritize trustworthy sources, making quality journalism and social platforms like LinkedIn and Reddit influential in shaping brand visibility.

Looking ahead, the experts predict SEO will not disappear but evolve alongside AI technologies. Google is expected to integrate AI more deeply into search, potentially making AI-driven results the default. Whether called SEO or GEO, optimization will remain essential as AI engines continue to crawl and index websites. Marketers must adapt to new search behaviors and measurement challenges to maintain influence over consumer choices in the coming years.