People reject algorithms. That’s a fact, not an opinion. This is why Google is becoming obsolete.
That’s not a bold prediction, it’s already happening.
Why Am I Saying SEO Is Dead?
Look around: zero-click searches dominate its results. Younger generations bypass it entirely, heading straight to TikTok or YouTube (shorts). And with conversational AI tools like ChatGPT and DeepSeek changing the way we interact with information, the search behavior we’ve relied on for decades is shifting under our feet. Google tried to counter. But too little, too late. (luckily, they’ve got YouTube).
SEO isn’t dying because of some algorithm update. It’s dying because people have moved on.
Google Search has turned in a version of the 1978 Yellow Pages. Screaming at you with irrelevance, paralyzed behind its own algorithmic prison bars.
Long Live SEO?
Search isn’t about typing anymore. It’s about talking, watching, listening and engaging—says the man who’s writing an old-school article. In this new era, people don’t want to look through pages of blue links. They want instant, personalized and meaningful interactions.
When I’m driving my car, I’m talking to My Mercedes and ChatGPT while I’m listening on Spotify to Ana Andjelic teaching me about the Sociology of Business, all at once. So, who needs Google anyway?
Google’s slow decline isn’t a technology failure. It’s a failure to evolve with how people live their lives.
Conversational AI has changed the game: lifesavers like ChatGPT and DeepSeek don’t send you off to websites, they bring the information directly to you. They’re fast, contextual and they adapt to the way we naturally communicate.
TikTok is eating Google’s lunch: For the next gen, TikTok is the only search engine. Whether it’s restaurant recommendations, fashion tips or travel ideas, they’re watching, not reading. Why scroll through 10 text-heavy articles when you can see a 15-second clip that shows you everything? For boomers like me, YouTube shorts also do the trick.
Want to learn how to do something? People aren’t googling it, they’re heading straight to YouTube. Video gives them the answers they want in a format they trust.
Learning important stuff? Podcastshave got your back. Not long e-books, white papers or endless Google searches—just straight up educational audio on Spotify, Apple, Duolingo and more.
Not to mention the movement towards platforms like Substack and Discord—where real interest-based, conversation-drive communities are thriving.
The common thread here? Search has left Google and is now living in conversations, videos, audio and platforms that are designed to meet users where they already are. So yeah, long live SEO, but not thanks to the Google algorithm.
The Biggest SEO Lie Alive?
Here’s the thing: old school SEO is still being sold as the answer. Agencies are promising to “get you to the top of Google” as if that still means something. But what does it matter if no one is clicking? Not talking about what happens after the click. What does it matter if the search behavior you’re optimizing for is already becoming irrelevant?
This is the big lie of SEO: it pretends the game hasn’t changed when, in reality, the rules have been rewritten.
What Brands Need to do?
The future of SEO isn’t about ranking on Google, it’s about being part of the conversations happening everywhere else.
Go Where Your Audience Is Google is no longer the first stop for many audiences. TikTok, Instagram, YouTube and conversational AI tools are the new search engines. Your brand needs to be present and optimized for these platforms, not just Google’s algorithm.
Optimize for Conversations, Not Clicks Conversational AI is changing the way we interact with search. Your content should feel like it’s part of a dialogue, answering questions naturally and contextually, whether it’s through voice, chat or interactive formats.
Create for Visual & Audio Search Platforms like TikTok and YouTube thrive on video. If your brand isn’t investing in video-first strategies, you’re invisible to an entire generation of searchers. Not to mention the rise of podcasts and audio-based conversations.
Build for Communities, Not Audiences Subcultures drive trends. The brands that win aren’t the ones shouting at broad audiences, they’re the ones embedding themselves into niche communities that influence culture. Just look at the success of Substack.
Focus on Relevance, Not Rankings The real metric isn’t where you rank; it’s how much you resonate. Content, commerce and culture need to align seamlessly so your brand becomes a trusted part of the ecosystem, not just a fleeting search result that no-one sees.
What about SEO in B2B?
What about B2B you ask? Well, last time I checked we don’t stop being humans when we go to work. So, if you want to know how SEO works for B2B, read this document twice and double down on it as it’s double as important considering the time we spend online at work.
So how do we do SEO in 2025?
This isn’t the end of SEO. It’s the beginning of something much more interesting. The brands that adapt now will stop wasting time chasing an outdated playbook and start creating strategies built for this new era of search.
At Finch Collective, we don’t optimize for algorithms. We optimize for humans. We build brands that don’t just appear in search results, they dominate conversations.
Because in 2025, search is everywhere. And the brands that win won’t be the ones ranked highest on Google. They’ll be the ones people are talking about, sharing and searching for on the platforms that actually matter. TikTok, Substack, Spotify and YouTube, to name a few.
So, the question is: are you ready to stop chasing clicks and start building connections?
