In numerous industry conversations, opinions vary on AI’s impact on SEO and search, largely depending on business models and how much LLM platforms have diverted clicks and affected outcomes. Google remains the dominant search engine, still driving most traffic, though volumes—especially for news publishers—have dropped significantly. Many SEOs believe Google’s dominance will persist and that business continues as usual. To explore this, I spoke with Carolyn Shelby, co-founder of an ISP in 1994 and a 30-year search industry veteran who has worked with Disney, ESPN, and Tribune Publishing. Having witnessed multiple disruptions, Carolyn addressed whether AI search is overhyped. She believes targeting even 1% of a vast market is a good strategy, emphasizing the importance of technical accessibility, advising against ignoring AI search, and suggesting Google is deliberately slowing its AI progress right now. The Blogging Economy Is Imploding AI and LLMs are reshaping search business models and monetization online, severely impacting “blogging for dollars” and pageview-driven AdSense models. Carolyn commented, “It’s not viable going forward to create low-quality content sites relying on AdSense to earn a living. ” Hobbyists may continue for passion but won’t generate significant income; those seeking substantial revenue are shifting to platforms like TikTok, YouTube, and other video outlets. This shift signals a fundamental restructuring of online value creation. TikTok, in particular, has been gaining influence, and many SEOs see it as a promising niche for startups. 1% Of A Trillion Is Traffic Worth Taking Carolyn noted in a recent podcast that less than 1% of traffic currently originates from AI platforms. While 1% may seem small, it equates to about 10 billion visits—a substantial audience. “If focusing solely on ChatGPT could secure that 1%, I’d pursue it, ” she said. Marketers often get overwhelmed by trillion-level traffic numbers, but carving out niche segments with less competition can be more effective. For example, Bing, with less competition than Google, may offer better conversion potential. Carolyn advocates similarly targeting AI platforms, stressing quality traffic that converts over sheer volume. She cautioned that AI is not overhyped but represents a paradigm shift: ignoring these opportunities is unwise. Google Is Holding Back As A Strategic Play Asked if Google might regain full dominance, Carolyn posed a theory that the company’s ongoing antitrust battles influence its behavior. To avoid proving it’s a monopoly, Google may intentionally allow competitors to encroach on its market position.

She compared this to a driver slowing near a speed trap and accelerating afterward—Google is playing the long game. Additionally, data from Chrome is a major advantage for Google, providing behavioral insights that fuel innovation. Losing this data would severely undermine its competitive edge. AI Mode Is Here To Stay Regarding Google’s AI-generated search results (“AI Mode”), Carolyn believes it is permanent and Google will gradually shape user habits to use it effectively. While users accustomed to traditional keyword searches may find it awkward to interact with Google in more conversational ways, adaptation is inevitable. People will persist through poor answers initially until they learn to extract desired results, iterating collaboratively with the technology. Google, a leader in industry innovation over 25 years, has long aimed to become a personal assistant, and AI facilitates that evolution. Abandoning AI would be unthinkable given the massive investments made. What SEOs Should Focus On Right Now Carolyn emphasizes that marketers should prioritize technical SEO fundamentals, ensuring content is accessible not only to search engines but also to LLMs. Different AI platforms access content differently; for example, some only read first-view content and ignore tabs or toggled sections. SEOs must ensure critical messaging is visible and retrievable for AI. Essentially, SEO remains about making content accessible and conveying the intended message effectively, adapting to the nuances of various AI-driven systems. The Future Belongs To Those Who Adapt & Adopt Rather than dismissing AI search as hype, Carolyn views the current moment as a crucial transformation demanding strategic adaptation. With business models evolving, success depends on understanding how machines access and interpret content. Ignoring AI and LLM opportunities is a disservice. Embracing these changes, recognizing the value in even small percentages of massive markets, and focusing on real marketing and accessibility, will define the future of SEO. Those who adopt AI thoughtfully will shape the next era. For further insights, watch the full video interview with Carolyn Shelby. Thanks to Carolyn Shelby for sharing her expert perspectives on IMHO. Additional Resources: - What OpenAI’s Research Reveals About The Future Of AI Search - AI Platform Founder Explains Why We Need To Focus On Human Behavior, Not LLMs - SEO In The Age Of AI Featured Image: Shelley Walsh