Google I/O confirms AI search overhaul — what replaces traditional SEO?

Google I/O has officially signalled a major shift in how search works, placing AI-generated answers at the forefront. This leaves brands with little visibility into how AI describes them to users. TechCrunch's Equity podcast explored what strategies might replace traditional SEO.

Google I/O has made one thing clear: the era of ten blue links is fading fast. AI-generated answers now take centre stage in Google Search, fundamentally altering the landscape for brands, marketers, and content creators who have spent years optimising for traditional search rankings.

The end of classic SEO

For businesses that have invested heavily in search engine optimisation, the shift is significant. With AI summaries appearing at the top of search results, many websites may see their organic traffic decline sharply — even if they rank highly by conventional metrics. Most brands currently have almost no visibility into how AI systems are describing them or their products to potential customers.

The core challenge is that traditional SEO relied on predictable signals: keywords, backlinks, page authority. AI-driven search, by contrast, synthesises information from multiple sources and presents a single generated response — often without clearly attributing which sources it draws from or how prominently.

What comes next

TechCrunch's Equity podcast took up the question of what might replace legacy SEO strategies in this new environment. The emerging consensus points toward a focus on brand authority, structured data, and ensuring that AI models are trained on accurate, high-quality information about a given company or product. Being cited as a trusted source within AI training datasets may matter more than traditional link-building.

The transition is still in its early stages, and no single playbook has yet emerged. However, the message from Google I/O is unambiguous: the search experience is being rebuilt around AI, and businesses that fail to adapt risk losing the digital visibility they have worked years to establish.