Google’s John Mueller addressed concerns about the impact of AI on search during his talk at Search Central Live NYC. He made it clear that AI is not set to replace search anytime soon but acknowledged that it is reshaping the digital landscape in various ways.
Mueller explained that while AI is driving significant changes, it is not eliminating the need for traditional search. Instead, it is prompting the SEO & web design community to adapt and adjust strategies accordingly. His remarks aligned with statements made by Liz Reid, Google’s VP of Search, who also reassured audiences about the continued relevance of search.
Both Mueller and Reid emphasised that, even with the rapid evolution of AI, search will remain an essential tool, albeit one that may evolve as AI technology continues to influence user behaviour and search trends.
AI Is Not Replacing Search
At Search Central Live NYC, John Mueller delved into the broader relationship between AI and search, exploring key topics such as how Google handles crawling, indexing, and ranking. He also explained the reasons behind Google’s core updates and why the company regularly tests its search results.
Mueller was quick to reassure the audience that AI will not replace traditional search. Addressing a common question that has gained traction over recent years, Mueller clarified his stance. He said, “One of the things that has come up in the last couple of years, a popular question, is ‘how about AI? I heard AI is going to replace all of search.’ And how I look at this is I think for the most part AI is super fascinating, but basically, my point for all of you is that AI is not going to replace search.”
This view echoes recent comments from Liz Reid, Google’s Vice President of Search. Reid has also predicted that the way people interact with search will evolve over time, with increasing reliance on voice and visual queries. She noted that Google is actively preparing for these shifts.
Despite these anticipated changes, Reid reassured users that the traditional Google search bar isn’t going anywhere. She explained, “The search bar isn’t going away anytime soon, but the company is moving toward a future in which Google is always hovering in the background. The world will just expand. It’s as if you can ask Google as easily as you could ask a friend, only the friend is all-knowing, right?”
Both Reid and Mueller’s comments highlight Google’s intention to balance technological advancements with maintaining the core search experience that users rely on today.
SEO Is Still Necessary
John Mueller emphasised that SEO remains essential, even as search evolves. He didn’t delve into specific techniques like link building or content optimisation but highlighted that the key elements of search are still intact. This means that ensuring smooth search functionality through optimisation continues to hold value.
According to Mueller, foundational aspects like crawling and indexing remain critical to how search operates. Paraphrasing his remarks, he explained, “You can think about it as all the crawling and indexing that happens in search – that’s something that must continue. So, the efforts you’ve made to help search engines crawl and index your content will remain important.”
He dismissed the idea that AI will render traditional search obsolete. Mueller added that it’s not a case of new chatbots emerging and making Google search irrelevant or causing SEO professionals to lose their purpose. Instead, he reassured the audience that these foundational SEO practices will still play a vital role in search, even in a more AI-driven world.
Mueller Acknowledges AI Is Changing Things
John Mueller openly acknowledged that the SEO landscape is changing and that SEOs and publishers will need to adapt. He didn’t pretend that everything will remain the same but pointed out that change has always been part of the industry. This evolution, he explained, mirrors past shifts in SEO, though the current transformation, driven by AI, represents a new paradigm.
Reflecting on the history of SEO, he noted that similar adjustments were necessary when Google introduced new algorithms in 2005, which led some SEOs to exit the field because they couldn’t adapt. Today’s changes, while more complex due to AI, follow that same underlying principle – those who remain flexible and open to learning will thrive.
Mueller also encouraged SEOs by sharing a positive outlook about adapting to AI-powered search. According to his comments, “I’m glad you’re here, and I’m glad you’re not already looking for a new job in this AI world. It is a big change, and it does impact some things, especially in terms of how users interact. There’s a lot happening across the ecosystem, and we’ll need to adjust and respond accordingly.”
His remarks echoed broader industry advice, with Google’s Search Liaison providing practical tips for navigating AI-driven search – guidance that could help SEOs embrace and succeed within this evolving environment.