Is SEO actually dying, or just changing?

I keep seeing posts saying “SEO is dead” because of AI answers, Google updates, and zero-click searches.

But in real projects, I’m still seeing results—just not from old-school tactics.

What seems to matter more now:

Search intent over exact-match keywords

Genuinely helpful content (not AI fluff)

Page speed & Core Web Vitals

Internal linking + topical authority

Brand signals, not just backlinks

On the flip side, things like spam links, keyword stuffing, and thin content seem completely useless now.

Curious to hear from others:

What’s actually working for you in 2024–2025?

Are you focusing more on content, technical SEO, or links?

How are you adapting to AI results and featured snippets?