Google’s John Mueller on SEO for AI Overviews: Insights for 2025 and Beyond
By We Do SEO, LLC (wedoseollc.com)
As the founder of a company that lives and breathes SEO, I’m always tuned into industry trends, especially when Google’s John Mueller shares his perspective. Recently, Mueller joined Mike Grehan’s podcast, Inside Marketing with Mike Grehan, to discuss SEO’s evolving role in the age of AI. The insights were as profound as they were timely, especially for those of us guiding clients into the future of search marketing.
SEO’s Staying Power in 2025
One of the most direct questions Grehan asked was, “Is SEO dead?” As someone who has spent years championing search marketing, I appreciated Mueller’s response: far from dead, SEO is foundational to much of the internet experience today.
Mueller explained that while some critics may wish SEO would vanish, they fail to recognize how essential it is in helping Google deliver relevant results. In his words:
“Lots of people online wish SEO were dead, but they don’t realize… it’s almost like driving so many of the things that they’re doing online.”
At We Do SEO, LLC, we’ve long believed in SEO’s vital role not just in driving traffic but in shaping user experiences and ensuring the internet works efficiently. Mueller’s comments reaffirm that we’re on the right path.
The Ongoing Importance of Technical SEO
Mueller also emphasized that technical SEO remains as critical as ever, especially with the rise of AI and large language models (LLMs). These systems depend on clean, well-optimized internet content for training and delivering results.
“A lot of the technical SEO stuff definitely continues to make sense… all of the different kind of large language models… need that foundation of technical SEO.”
This aligns with our approach at We Do SEO, LLC. We don’t just focus on driving clicks; we ensure our clients’ sites are technically sound and primed to meet the needs of both search engines and emerging AI systems.
SEO in the Age of AI: Shifting from Clicks to Value
One of Mueller’s most thought-provoking points was the need to evolve from chasing clicks to delivering genuine value. He challenged SEOs to rethink their goals, noting that clicks alone don’t define success:
“The easy aspect that SEOs have been focusing on in the past is like, I want clicks… And clicks alone is not really what is driving value for a lot of websites.”
At We Do SEO, LLC, we’ve been advocating for this shift for years. Our strategies are not about vanity metrics but about aligning search marketing with broader business objectives. It’s about asking, “What value does my site provide to users, and how can SEO amplify that?”
Becoming Real Marketers
Another guest on the podcast, Ryan Jones, put it perfectly:
“It’s time we evolve SEO to be full funnel… We gotta start thinking about user intent, what users want, and do real marketing.”
This resonates deeply. As SEOs, we can no longer operate in silos, focusing solely on rankings or organic traffic. To thrive in today’s environment, we need to embrace the full spectrum of marketing, from understanding user behavior to leveraging data to create meaningful connections.
Adapting to AI Overviews
When asked about optimizing for AI Overviews, Mueller likened it to the early days of featured snippets. Initially met with skepticism, featured snippets eventually became a coveted part of SEO strategy. Mueller believes AI Overviews will follow a similar trajectory.
“AI-type answers make sense for a lot of queries… And that also provides a lot of opportunities.”
This is a call to action for all of us in the SEO community. At We Do SEO, LLC, we’re already exploring ways to adapt to this new landscape, helping clients remain visible and relevant as user expectations shift.
The Takeaway: SEO is Evolving, Not Dying
The podcast discussion underscored a fundamental truth: SEO isn’t dead—it’s evolving. To succeed in 2025 and beyond, we need to adapt, innovate, and think beyond traditional tactics. As Mueller and the panel highlighted, it’s about more than clicks; it’s about value, user intent, and true marketing.
At We Do SEO, LLC, we’re excited to lead the charge in this next chapter of search marketing. Whether it’s optimizing for AI Overviews or refining technical SEO strategies, we’re committed to helping businesses navigate the future of search with confidence.
Let me know if you’d like any adjustments or additional sections tailored to your brand’s voice or services!