SEO isn't dead, it just mutated

On lit partout que le SEO est mort. C'est faux, mais c'est une demi-vérité utile. Ce qui est mort, c'est le SEO comme optimisation de mots-clés. Ce qui commence, c'est quelque chose d'un peu plus exigeant.

The real shift

In 2024, Google introduced AI Overviews. In 2025, ChatGPT surpassed 400 million weekly users. The common thread: people no longer click ten blue links — they read a synthesised answer that cites its sources.

What concretely changes

1. Intent has replaced the keyword. You no longer target an exact query — you target a need. LLMs paraphrase, synonymise, and broaden.

2. Citations have replaced clicks. Being cited in an AI answer, even without a click, is now worth more than a cold 30-second visit.

3. Structure has replaced volume. A well-structured 500-word article beats a poorly organised 3,000-word one. LLMs extract by section.