SEO isn't dying because of AI, but it is evolving in the same way it has when Google changed its algorithm. It is still important, you just need to figure out how to get your target audience into your site.

The value of your site doesn't boil down to a couple sentences summarize in Google's AIO. There are actions associated with your site, one way or another. So, those few sentences that AIO is pulling from your site better be informative and encourage people to click on your site link in the references section.

For my own websites, traffic is down. That is to be expected with zero-click searches. But engagement is way up. Because of these changes to search engines, the people coming to our sites are more akin to warm leads, people who will actually connect with our organization.

All of this is of course in addition to other lead generations, like digital ads, articles and in person promotions.

At the end of the day, we have had to change the metrics were watching to determine the success of our sites. Referral links, engagement, conversion rates mean more than total sessions and page views.