Technical SEO Isn’t Dead — It’s Evolving with AI
As AI reshapes how people search and how results are delivered, it’s easy to assume that traditional SEO no longer matters. But while ranking content the old-fashioned way is getting harder, technical SEO remains one of the most valuable levers businesses can control — and it’s evolving fast to keep pace with AI and large language models (LLMs).
The fundamentals still matter
Site speed, mobile responsiveness, clean architecture, structured data (like schema), and crawlability — these are still non-negotiable. Google might be layering AI into its results, but it still needs well-structured sites to interpret and present content properly. That’s especially true for things like AI Overviews, featured snippets, shopping feeds, and local packs. If your site isn’t technically sound, you’re unlikely to show up in these spaces at all.
New protocols for an AI-first world
As search engines and AI tools change, new technical standards are starting to emerge.
LLMs.txt — This is a proposed standard (still in its early stages) that would let site owners signal whether large language models — like Gemini, ChatGPT, or others — can use their content for training or AI-generated responses. It’s similar in concept to robots.txt, but designed specifically for AI crawlers. Right now, Google’s AI Overviews don’t recognise it, but it’s a space to watch as the industry works out how content control will look in the AI era.
AI-specific metadata and sitemaps — Some brands are already experimenting with embedding metadata that tells AI tools how their content can (or can’t) be used. Others are creating AI-focused sitemaps to help control which parts of their site are prioritised or restricted for AI-generated answers.
Server-side tagging and analytics — As tracking cookies disappear and more users get answers directly in AI tools (without visiting your website), server-side tracking has gone from a “nice to have” to essential. Tools like server-side Google Tag Manager help ensure you’re still capturing meaningful data when users do land on your site.
What this means for businesses
If your SEO budget or bandwidth is limited, technical SEO remains one of the smartest places to focus your energy. AI-driven search doesn’t eliminate the need for a solid technical foundation — it just changes the way your site is read and interpreted.
Working with an agency team to stay across these emerging protocols can help future-proof your visibility as AI search evolves.
The businesses that adapt now will be best placed to keep showing up, no matter how search continues to change.