Search is changing fast. With the rise of AI-powered search experiences, generative overviews, and conversational results, many businesses are asking the same question: Is SEO still relevant?
In a recent episode of E-Coffee with Experts, Austin sat down with Cai Simpson, Managing Director at Victory Digital, to unpack exactly what’s happening in search right now, how AI is reshaping visibility, and what marketers and agencies should actually be focusing on moving forward.
From the launch of a new AI visibility tool to practical advice on content, backlinks, and diversification, the conversation cut through the noise and focused on what still works and what’s changing.
Check out the full length video below!
SEO Isn’t Dead — It’s Evolving
One of the biggest myths in digital marketing right now is that AI has killed SEO. According to Cai, nothing could be further from the truth.
SEO fundamentals still matter. Search engines, even AI-driven ones rely on structured information, authority signals, and relevance. What has changed is how that information is surfaced and interpreted.
AI search experiences don’t replace SEO; they sit on top of it. If your website doesn’t already perform well in traditional search results, it’s unlikely to suddenly appear in AI-generated answers.
The takeaway? Businesses that double down on strong foundations will be far better positioned as AI search continues to mature.
Why Human-Created Content Still Wins
Despite the explosion of AI-generated content, Cai was clear on one point: human-created, original content consistently outperforms generic AI output.
AI can summarise, rephrase, and accelerate production but it struggles with:
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Original insights
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First-hand experience
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Nuanced opinions
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Real-world case studies
Search engines (and AI models trained on web data) are increasingly favouring content that demonstrates experience, expertise, and authenticity. In practice, this means brands that rely solely on mass-produced AI content are already starting to lose ground.
The message is simple: use AI as a tool, not a replacement for thinking.
Backlinks, Authority, and Trust Still Matter
Another important reminder from the discussion: backlinking is still a core part of SEO success.
Even in an AI-driven search landscape, authority signals remain critical. Quality backlinks help search engines and AI systems determine:
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Which sources are trustworthy
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Which brands deserve to be cited
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Which content should be prioritised in answers
Relationship building, digital PR, and genuine networking continue to play a major role, not just for SEO performance, but for long-term agency and brand growth.
Rethinking Metrics in a Post-AI SERP World
As AI search changes how users interact with results, marketers need to rethink what success looks like.
Relying solely on organic traffic is no longer enough. AI-generated answers may reduce clicks while still driving:
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Brand awareness
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Authority
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Influence earlier in the decision-making journey
The conversation highlighted the importance of tracking:
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Visibility and citations
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Assisted conversions
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Multi-channel performance
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Brand demand over time
SEO now works best as part of a diversified marketing strategy, not in isolation.
Staying Competitive as an Agency or Marketer
For agencies and in-house teams alike, the key themes were adaptability and continuous learning.
AI is moving quickly. Tools, platforms, and search behaviours are evolving month by month. Agencies that succeed will be those that:
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Stay close to fundamentals
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Test and measure new AI-driven search features
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Educate clients clearly and honestly
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Build real relationships, not just rankings
Those that don’t adapt risk falling behind, not because SEO stopped working, but because the landscape moved on without them.
Final Thoughts
AI search, generative overviews, and conversational results are redefining how people discover information online, but they’re not rewriting the rules from scratch.
For founders, marketers, and agency leaders, the opportunity lies in understanding the shift early, investing in quality, and embracing tools and strategies that reflect how search actually works today.
