SEO Is Not Dead: Conclusions from a Study That Debunks the “SEO Apocalypse”

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In recent months, there has been much talk about whether the arrival of AI virtual assistants and so-called AI Overviews were dooming traditional SEO to extinction. But the recently released NP Digital report seems to indicate otherwise. According to this analysis, more than half of marketers report that their organic traffic increased after implementing these new search formats, and another significant percentage notes that traffic has remained stable.
Another interesting fact: only 15% of users say they stopped clicking on links after seeing AI-generated results, suggesting that most are still looking for more in-depth content. This reinforces the idea that, although expectations have changed, the need for relevant, detailed, and well-structured content has not disappeared.
To adapt to this context, many professionals are taking concrete steps: optimizing long-tail keywords, generating more conversational content that aligns with real user questions, and monitoring visibility on search platforms with AI.