When I saw the title “SEO Is Dead, According to Google” by Joe Procopio in Inc., I clicked immediately.
As a digital marketer, SEO is the backbone of so much of what I do. We strategize around keywords, optimize page structures, tweak metadata, monitor analytics—all to show up in Google’s search results. So the idea that SEO is dead, especially from a source like Google itself, felt like the digital equivalent of a siren going off.
But once I read the article, it wasn’t just clickbait. It was a wake-up call.
What Happened: Google Just Buried Traditional SEO
At Google I/O, the company announced that it’s rolling out AI-generated summaries directly in search results—meaning those organic rankings we’ve worked so hard for? They’re getting pushed down beneath Google’s own AI blurbs and summaries.
Procopio—who’s been experimenting with what he calls an anti-SEO strategy—argues this officially puts the nail in the coffin. And honestly, he makes a strong case.
The Shift: From Search Visibility to Authentic Connection
What resonated most was Procopio’s journey. He got fed up with writing “content that might get found” and started writing “content that mattered.” No keyword formulas. No trying to outsmart algorithms. Just honest, useful, entertaining writing. And the result? A 400% increase in engagement.
He calls it #Bananamode—intentionally messing with the AI by inserting random words (like “banana”) into posts. But behind the playful name is a serious message:
“Write content people want to read—not content Google might rank.”
What This Means for Marketers Like Me (and Maybe You)
If SEO is no longer about hitting the right keyword density or crafting the perfect H1 tag, where does that leave us?
It leaves us with better marketing.
It pushes us to:
-
Create content with real value—not just SEO value.
-
Build a brand that people search for by name.
-
Lean into unreplicable content—thought leadership, personal insights, real opinions.
-
Connect emotionally or educationally with your audience.
SEO isn’t going away entirely. But it’s changing. Fast. And if we’re clinging to old tactics while ignoring the way people actually consume content, we’re missing the point.
The Takeaway: Relevance Is the New Ranking
Procopio ends the piece by referencing a quote from Carly Steven of the UK’s Daily Mail, encouraging publishers to focus on branded searches and one-of-a-kind content. I couldn’t agree more.
The tools are changing, but the mission isn’t: Help people. Teach them. Move them. Build trust.
If AI’s taking over the top of the search results, our job now is to own the middle and bottom of the funnel—where real connection happens.
Final Thoughts
SEO as we know it might be evolving—or even “dead”—but the opportunity for meaningful, memorable content has never been more alive.
So here’s to a little more banana, a little less algorithm-chasing, and a lot more value.
Let me know your thoughts—especially if you read the article too. Are we ready for the post-SEO era?