Balance between AI and basic SEO

Artificial intelligence is rapidly transforming search. Most conferences, professional discussions, and marketing team strategies revolve around:

• AI Overviews in Google
• ChatGPT recommendations
• Integration of LLMs into content processes
• Semantic models and GEO strategies

This creates a “race for the future” effect. Yet, at the same time, businesses often ignore a fact confirmed by practice:

In most companies, the total traffic from AI platforms is approximately 2–3% of what traditional Google organic search provides.

That is, AI search is growing—but it does not yet replace SEO. Meanwhile, many teams spend resources on complex AI tools, leaving simple growth opportunities unrealized here and now.

Next—not “theory,” but specifics: what actually works today, what is supported by data, and how marketers in large and medium-sized businesses can balance AI and fundamental SEO.

Quick SEO improvements still deliver tangible growth

Today, significant attention is focused on semantic algorithms, AI overviews, embeddings, and context-aware responses from AI assistants. However, in practice, basic SEO tools often deliver faster, more predictable, and more cost-effective results.

One of the most illustrative examples remains Title tag optimization. Despite the development of complex search mechanisms, this element still significantly impacts both page rankings and CTR. At the same time, on many corporate websites, Title tags either do not match search intent, are technically incorrect, or remain entirely unoptimized strategically.

Practical results confirm the effectiveness of even minimal changes:
Adding a relevant keyword to the homepage Title tag led to significant increases in impressions, clicks, and rankings for the corresponding query cluster—without making any other changes to the site.

If this optimization is combined with content updates, improved internal linking, elimination of technical indexing barriers, and the creation of a high-quality backlink profile, growth becomes systematic, sustainable, and long-term.

Moreover, basic SEO actions positively affect not only visibility but also business metrics: reducing lead acquisition costs, improving traffic quality, increasing page conversion rates, and simplifying subsequent marketing activities. They help form a stable foundation on which AI tools and more complex strategies can be implemented.

Conclusion: Fundamental SEO activities have not lost relevance or effectiveness. Businesses that completely shift their focus solely to AI and GEO initiatives effectively forgo fast, predictable, and relatively inexpensive growth opportunities available today. The optimal strategy is balance: developing AI initiatives should complement, not replace, core SEO work.

Content relevance and website authority still determine outcomes

It is common to believe the market is already oversaturated with content; however, high-quality, up-to-date, and expert materials continue to demonstrate stable growth. This is especially noticeable when:

• the site has a sufficient level of authority;
• the brand demonstrates clear expertise in the relevant topic;
• competing materials are outdated or have not been updated for a long time.

Practical experience shows that under such conditions, new updated publications quickly reach the top of search results and generate noticeable increases in organic traffic.

At the same time, this approach is not universal and does not guarantee equally high efficiency for all resources. However, a complete abandonment of it means missing potentially significant growth opportunities.

User experience (UX) remains a critical conversion factor

Amid assumptions that AI assistants will eventually completely replace traditional user interactions with websites, some companies reduce investments in speed, structure, and usability of their resources. This is a strategic mistake.

First, a significant portion of users still comes to sites through traditional organic search, and this dynamic will not change instantly. Second, regardless of traffic channel—organic, paid, direct, or AI referrals—users ultimately land on the site, and the quality of the user experience (UX) determines whether a conversion occurs.

Optimizing page load speed, logical page structure, and effective CTAs directly affects CTR, engagement depth, user retention, and the number of submissions. These results can be clearly measured today.

Companies that continue to systematically invest in UX and CRO will demonstrate consistently better performance and outperform those waiting for a “complete AI transformation” of the market.

Conclusion

AI is changing the market. But fundamental SEO tools still deliver results.

AI undoubtedly changes search models, user expectations, and engagement mechanics. However, the greater risks today are not in underestimating AI but in hyper-focusing on the future while ignoring what already works.

Traditional organic search remains the key traffic driver for most sites. The SEO foundation provides:

• quick tactical wins;
• stable positions through high-quality content;
• real growth through UX and CRO optimization.

At the same time, fundamental site improvements enhance the effectiveness of both paid search and AI visibility.

Thus, the strategically correct approach is to develop AI initiatives without sacrificing the SEO foundation.

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