SEO isn’t dead. But AI chat adoption is faster than most teams realize.

If your organic traffic looks flat while impressions stay steady, you’re not imagining it.

We’ve seen this pattern across B2B SaaS and ecommerce accounts since late 2023. Rankings hold. Clicks slip. Meanwhile, leadership’s awareness of why competitors appear in ChatGPT responses while your content doesn’t is crucial. That tension is the real story here. SEO still works, but the way people discover information is changing faster than most marketing teams are planning for.

This isn’t about panic.