In our latest Growth Leader Series webinar, SEO consultant Eli Schwartz joined Josh Spilker of AirOps to cut through the noise around aligning content for users.

Top 5 Takeaways

1. Declining Organic Clicks Reflect a Better User Experience
   • Organic clicks have been decreasing for years due to Google's ability to answer commoditized queries directly, which ultimately benefits users and raises the bar for content quality.
2. AI and LLMs Are Reshaping Search—But Not Replacing It
   • The shift toward AI-driven search is gradual, not sudden. Search behavior is evolving across more surfaces, not disappearing overnight.
3. User-Centric Content Outperforms Outdated SEO Tactics
   • Brands that focus on authentic quality, user intent, and real value will win in both traditional and AI-powered search environments.
4. SEO Must Deliver Business Impact, Not Just Traffic
   • Success means prioritizing keywords and content that drive real outcomes, telling the ROI story to stakeholders, and moving beyond vanity metrics.
5. SEO Roles Must Change—Strategy, Collaboration, and Adaptability Are Key
   • The future of SEO demands transparency, business alignment, and a willingness to adapt as technical tasks become less central and strategic skills take precedence.

Best Practices and Key Learnings

Staying ahead in today's search landscape requires a blend of user focus, adaptability, and cross-functional collaboration. Below are actionable insights and direct guidance from Eli Schwartz.

The Reality is that Clicks are Declining

• Recognize that fewer organic clicks are a byproduct of better, more direct answers for users.
• Focus on creating content that delivers unique value beyond what AI and search engines can summarize instantly.

"Clicks have been declining for a very long time. Independent of AI mode…a lot of that traffic should not have gone to the websites that were getting that traffic." — Eli Schwartz

Look Beyond the Hype—Search Is Changing, Not Ending

• Don't get distracted by headlines declaring the "death" of search. The transition to AI-powered experiences is incremental.
• Continue optimizing for Google and other search surfaces, while monitoring new discovery channels.

"We're on a gradual downslope…not nearly as fast as the hype cycle would have you think…at the end of 2025, it will look very, very much like what we do today." — Eli Schwartz

Focus on User-Centric Content and Authority

• Move away from tactics like keyword stuffing and artificial freshness signals.
• Build genuine authority by delivering the best possible experience, both online and offline.
• AI rewards brands that are truly the best option in their category.

"What should have always won in SEO will likely win today in this future paradigm of AI mixed with SEO, and I again, I think that's good for users." — Eli Schwartz

Prepare for Agents and Fragmented Search Surfaces

• Begin optimizing for both human users and AI agents, understanding that agents will gradually play a larger role in search and discovery.
• Anticipate the need for visibility across diverse surfaces—voice, local, glasses, automotive, and more.

"There are all these different functions that you have to be good at, and maybe it breaks down. Maybe there becomes an SEO for cars and an SEO for glasses…" — Eli Schwartz

Focus on Search Market Fit and ROI, Not Just Volume

• Evaluate keywords and content based on their ability to drive meaningful business results.
• Don't waste resources on high-volume, low-ROI top of funn queries.

"If you play through that entire journey of what's supposed to happen, someone's gonna type this keyword into their phone, and then they're gonna see our rank and results, and then they're going to be informed, and then they're gonna put their phone back in their pocket…all that SEO effort and money was for nothing." — Eli Schwartz

Become a Storyteller for SEO Impact

• Attribution is getting harder as zero-click results grow. Shift from pure analytics to narrative-driven reporting.
• Connect visibility to business impact for executive stakeholders.

"Just saying, oh, I've got lots of impressions off of AI is not a good [metric]. It has to be, I got a lot of metrics off of people that were interested in this service for startups, and the impressions matter in the right place, but just impressions on its own, I don't think that's a good metric." — Eli Schwartz

Future-Proof Your SEO Team and Skills

• Technical SEO is less central; prioritize strategic thinking, product alignment, and digital PR.
• Collaborate with product, content, and PR teams to maximize impact.

"SEO is hard, and it had become easy because it had become something where you can just phone it in. And it, it can't be. So, what I'm actually seeing is SEO roles being cut because they can't demonstrate their value." — Eli Schwartz

"SEO is not dying. SEO will always be here in the future…you need a raise, because your job is more important than ever." — Eli Schwartz

How Do You Apply These Insights to Your Content Strategy?

Adapting to the new realities of search means continuously aligning your content with user needs and business outcomes. Start by auditing your current content for genuine user value and business relevance, and shift resources away from outdated tactics. Prioritize collaboration across teams to ensure your SEO efforts are transparent and directly tied to company KPIs.

As AI and new search surfaces expand, focus on building authority and visibility in the places that matter most to your audience. Embrace narrative-driven reporting to communicate your impact, and invest in upskilling your team for the future of SEO.

Final Thoughts: Future-Proof Your Content for Users and Agents

SEO is far from dead, but it's evolving fast. Eli Schwartz's insights reinforce that sustainable growth comes from authentic, user-focused content, strategic adaptation, and a willingness to embrace new discovery channels. The best SEO teams will be those that align tightly with business goals, tell compelling stories about their impact, and continually adapt to change.

Want to see how AirOps helps teams align content for users and agents? Book a demo to get started.

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