By Bill Mulcahy, President of Dental Revenue
Every few years, someone sounds the alarm and says, “SEO is dead.” It’s kind of like when fans declare that a legendary player has lost his edge after a rough season. Sure, the game has changed, and the strategies look different—but the fundamentals still matter. SEO hasn’t died; it’s just evolved. The field’s faster, the playbook’s deeper, and the teams that know how to adapt are the ones still winning.
Think about SEO like sports.
In the early days, it was all about hustle—keyword stuffing, backlink blitzes, and trying to outwork or out-trick the competition. You could throw up a few pages, cram in some keywords, and hope Google noticed. That might’ve gotten you a few quick wins back then, but today’s search engines play a much smarter defense. They read context, understand intent, and reward real expertise over flash. The game is no longer about who takes the most shots; it’s about who plays the smartest offense.
A lot of people call SEO “dead” because they’re watching the game from the wrong angle. With AI results, featured snippets, and Google’s generative search experience, it’s true that not every play ends in a click. But that doesn’t mean the play doesn’t count. The goal isn’t just showing up—it’s being trusted enough to be the answer search engines and AI tools rely on. You’re not chasing rankings anymore; you’re earning credibility and authority.
Understanding GEO
That’s where the next phase—Generative Engine Optimization (GEO)—comes in. It’s like updating your playbook for a new season. You still need the fundamentals—strong content, fast site speed, clean design—but now you also have to structure your content so it’s clear, useful, and easy for AI to understand. The goal is to make your brand so reliable that when search systems pull an answer, they pull you.
Here’s the thing: good SEO has always been about people, not algorithms. It’s like coaching—if you understand your players (your audience) and design a game plan around their needs, you’ll win more often than not. When you create content that answers questions, builds trust, and gives people confidence, the scoreboard takes care of itself. Search engines are just the referees—your real opponent is confusion, and your job is to bring clarity.
And like in any sport, the best teams don’t win because of one big play—they win because they practice, review the tape, and make adjustments. SEO works the same way. Track what’s working, tweak your strategy, and stay consistent. It’s not about short-term rankings; it’s about building a program that performs season after season.
Is SEO Dead?
So, is SEO dead? Not a chance. It’s just a more competitive game than it used to be. But for those who put in the work, study the field, and play with purpose, SEO remains one of the best ways to grow your business. The fundamentals are the same: show up, stay coachable, and keep your eyes on the long game. That’s how you win in today’s digital arena.