SEO has supposedly been dying since about 2008.
It has survived again.
Google now has AI Overviews and AI Mode, but Google itself still says the normal SEO basics are foundational. Good structure. Crawlable pages. Useful content. Clear subject matter.
What does seem to be changing is the value of generic content.
If an AI can produce essentially the same paragraph in two seconds, there isn’t much reason for anybody to find yours.
The useful stuff becomes more specific. Actual examples. Original photographs. Real prices. Detailed answers. Things you’ve learned from actually doing the work.
So we wouldn’t stop doing SEO.
We’d probably stop thinking about SEO as manufacturing pages for keywords.
Search has changed. Being genuinely useful hasn’t.