In a recent LinkedIn post, Jesse M. addresses the growing narrative that AI, particularly ChatGPT and AI Overviews, is causing the demise of organic search. While acknowledging the changes, Jesse M. presents a counter-argument, asserting that the panic surrounding organic search’s imminent extinction is overblown, particularly for businesses focused on high-intent customer actions.
Jesse M. begins by challenging the prevailing sentiment often seen on platforms like LinkedIn:
“ChatGPT and AIO are wiping out organic search…. At least that’s what LinkedIn keeps telling me. Our client data is telling a very different story.”
According to Jesse M., data from SpearPoint clients between January and June shows an increase in organic search sessions compared to the previous year, directly contradicting the widespread fear. Jesse M. anticipates sharing further data later in the year.
AI’s Impact vs. Search Intent
Jesse M. concedes that search is indeed changing, acknowledging the reality of AI Overviews and zero-click searches. However, the core of Jesse M.’s argument is that not all types of search are affected equally. Informational queries, such as “What is SEO?” or “How does managed IT work?”, are indeed more susceptible to being answered directly by AI or disappearing into zero-click results. Jesse M. points out this distinction:
“Informational searches like: ‘What is SEO?’… Those are absolutely more vulnerable to AI answers and zero-click results.”
However, Jesse M. emphasizes that a significant category of searches remains robust and highly valuable for businesses: those indicating a user’s readiness to take action.
High-Intent Searches Remain Crucial
Jesse M. highlights that users actively seeking products, services, or providers are less likely to be satisfied with a generalized AI answer. These high-intent searches include queries related to:
- Services
- Products
- Providers
- Pricing
- Reviews
- Comparisons
- Local businesses
As Jesse M. notes, these are precisely the types of searches that hold the most significance for businesses aiming to convert leads.
“But people still search when they’re ready to actually DO something.”
The major pitfall Jesse M. identifies for businesses is the assumption that organic search is vanishing, leading them to reduce their efforts while potential buyers are still actively searching. Jesse M. argues that this is a strategic error.
The Enduring Value of SEO
Jesse M. reiterates that SEO remains a vital component of a digital marketing strategy. While acknowledging the importance of understanding and adapting to AI Search, Jesse M. stresses that websites still need to be optimized for conversion. High-intent search traffic, in particular, continues to offer substantial value.
“Your website still needs to convert. And high-intent search is still incredibly valuable. SEO is still worth it. Lazy SEO isn’t.”
In conclusion, Jesse M. advocates for a nuanced approach, recognizing the evolution driven by AI while understanding that traditional SEO principles, especially those targeting users ready to engage, are far from obsolete. The key, according to Jesse M., is not to abandon SEO but to refine it, focusing on the intent behind user searches.
📝 About This Content
This article is based on insights shared by Jesse M. on LinkedIn.
📅 Originally posted on October 1, 2026 | View original post on LinkedIn →