Why AI still runs on search — and SEO still runs the show

Marcus Miller argued in Search Engine Land on October 15, 2025 that AI depends on search to access authoritative information — and as he put it, “SEO still runs the show.” This post summarizes Miller’s key points, explores practical implications for marketers and SEOs, and recommends actionable steps to ensure continued visibility as AI-driven search evolves. Read the original article on Search Engine Land: https://searchengineland.com/why-ai-still-runs-on-search-and-seo-still-runs-the-show-463325.

The enduring influence of SEO in the age of AI

AI has improved how information is processed and delivered, but it still relies on search engines to find, verify, and structure the underlying data. That means traditional SEO — making content discoverable, authoritative, and structured — remains central to how AI surfaces answers. Structured data and clear citations help AI determine context and trustworthiness, so SEO best practices directly affect AI-driven outcomes.

Summary of key points

• AI systems often use retrieval-augmented generation (RAG) or search indexes to pull up-to-date information; they depend on well-indexed web content to answer accurately.
• Structured data (schema) and clear citations increase the chance AI and search engines will correctly interpret and prioritize your content.
• Authority and trust signals — earned via backlinks, citations, and clear sourcing — remain critical for visibility in AI-driven responses.
• Monitoring SERP features and adapting content for how AI displays answers (snippets, overviews, and chat responses) is now part of SEO strategy.
• Content optimized for both human users and machine retrieval (RAG-friendly content) will perform better as AI search grows.

Analysis and implications for marketers

The practical takeaway is simple: invest in SEO fundamentals while adapting to AI-specific behaviors. Prioritize authoritative content that answers clear user intents, and add structured data to make relationships explicit. Consider the following actions:

Actionable steps

1. Audit and implement schema markup for all content types (articles, FAQs, products, events) so AI and search engines can parse meaning and context.
2. Build and document citation strategies — use internal and external linking to authoritative sources and ensure accurate, up-to-date references.
3. Create RAG-friendly content: concise summaries, clear sources, and sections designed to be extracted by AI (e.g., TL;DR, key facts, citations).
4. Monitor SERP features (featured snippets, knowledge panels, AI overviews) and adapt content formats to appear in those placements.
5. Measure shifts in referral patterns closely — as AI-driven answers can change click-through behavior — and optimize for both impressions and downstream engagement.

Common questions answered

Why does AI depend on search engines?

AI models need access to high-quality, well-organized data to provide accurate responses. Search engines index and structure web content, making it accessible to AI systems that use RAG or search-based retrieval methods.

Are structured data and citations really necessary?

Yes. Structured data clarifies content context for both search engines and AI, while citations act as trust signals that help AI prioritize authoritative sources — improving the chances your content will be used in AI-generated answers.

Will SEO become obsolete?

Not while AI relies on search infrastructure for sourcing and verification. SEO remains the mechanism that ensures content is findable, credible, and understandable to machine-driven systems.

Final thoughts

Marcus Miller’s central point — “SEO still runs the show” — is a clear reminder that SEO fundamentals continue to matter, even as AI changes how search results are presented. By combining traditional SEO strengths (authority, structure, and quality) with AI-focused tactics (RAG-friendly content, schema, and citation strategies), marketers can maintain and grow visibility in AI-driven search environments.

Read the original Search Engine Land article by Marcus Miller: https://searchengineland.com/why-ai-still-runs-on-search-and-seo-still-runs-the-show-463325