Michael explains why, despite the higher engagement generated by LLMs, it makes no sense today to divert investment away from organic search to chase a channel that is still marginal and hard to track
SEO Confidential is back with a new installment dedicated to one of the most hotly debated topics of the moment: the role of SEO in the era of AI-generated search.
Guiding us through this analysis is Michael Archambault, Senior Content Marketing Specialist at Siege Media.
With over ten years of experience in writing and content strategy, he has worked with global brands such as Fujifilm and Samsung Electronics, standing out for his ability to turn complex data and technical topics into clear, accessible material.
Michael has often interviewed leading analysts and commentators in the tech industry, but today the roles are reversed and he is the one being interviewed.
With him we will tackle a key question for entrepreneurs and publishers: can traffic from ChatGPT and other LLMs truly represent an alternative to organic search, or does it remain a phenomenon to integrate without any illusion that it will replace Google?
And above all, how do investment priorities change in a context where clicks are declining and visibility is increasingly earned through AI-generated summaries?
Michael answered with total clarity, leaving no room for ambiguity or misunderstanding of any kind.
Every point was addressed with precision, with the goal of clearing up the most common doubts among entrepreneurs and those who work with digital content. There is no beating around the bush: his answers get straight to the point, lucidly explaining which choices are worth making today and which mistakes are best avoided.
From engagement metrics to the criteria that determine whether content gets cited in AI results, his analysis helps us understand how to adapt strategies today so we are not caught unprepared tomorrow.
“The priority is to invest in traditional SEO, especially when budgets are limited”, Michael Archambault told us
Hi Michael, I have to say I thoroughly enjoyed reading your article on Siege Media. Your study shows that traffic from ChatGPT has a higher average engagement rate than organic search traffic.
For an entrepreneur who is watching their Google traffic decline today, how realistic is it to bet on AI search as a new, stable source of users, given the volatility you yourself highlight?
At the moment, AI-powered search cannot be considered a stable substitute for traditional search. It should be seen as an evolving opportunity, useful to complement a strategy but not to build a business model on.
Traffic coming from AI Overviews and LLMs often brings highly qualified users and can become a valuable ally in strengthening an already consolidated strategy. The soundest choice, for now, is a hybrid model: keep SEO as your stable foundation and gradually integrate the opportunities offered by AI.
We agree that SEO is the “stable foundation” while AI channels generate traffic from high-intent users. Yet many entrepreneurs fear that traditional search is reaching the end of the line. In your view, will SEO continue to play a central role, or will it become just an accessory piece in an ecosystem dominated by LLMs and AI Overviews?
SEO will continue to play a central role, while adapting to the changes underway. The principles of SEO — creating authoritative, useful, and trustworthy content — are the very foundation AI models rely on to generate answers.
SEO is not becoming an accessory; rather, it is the bedrock of a solid hybrid strategy that captures both organic traffic and AI-generated traffic.
Among your practical tips you stress the importance of original content, proprietary data, case studies, and E-E-A-T. But if AI systems increasingly answer on their own and users click less, how can brands make sure their content is actually cited or given credit in AI results, instead of being absorbed with nothing in return?
The key is to create content that an AI summary cannot fully recreate — resources that add value for the user. AI is good at answering questions, but it cannot replicate exclusive elements such as proprietary data, original research, in-depth case studies, interactive tools, or downloadable content that gives users an extra experience.
If you provide value that an AI or an LLM cannot synthesize into plain text, your site will earn the next click.
You talk about a “hybrid strategy” as the key to the future, but we know entrepreneurs look first and foremost at conversions and sales, often on limited budgets. If you had to recommend one priority, is it better to invest in strengthening traditional SEO, which delivers stability and predictable volumes, or to immediately test content designed for AI and LLMs, betting on a potentially more qualified but less trackable return?
With a limited budget, the priority is to invest in traditional SEO. That is what delivers predictable volumes and stability — essential ingredients for growing a business. Only once those foundations are solid does it make sense to allocate resources to content designed for AI.
The most recent studies show that traffic from LLMs currently accounts for less than 1% and does not deliver better conversion rates than organic search. In your view, how much time and money should entrepreneurs really invest in a channel that is still so marginal, without risking taking resources away from what actually generates sales today?
It makes no sense to treat LLM traffic as a standalone channel deserving dedicated investment, especially since it does not currently offer conversion rates higher than organic search. For an entrepreneur, particularly one with limited resources, the priority remains strengthening traditional SEO, which guarantees volume and stability.
That said, quality content produced for SEO is not wasted: it is the same content that feeds AI models and can appear in their answers. The right approach is not to divert resources from what already works, but to evolve your existing strategy. A solid SEO foundation remains the anchor, alongside which you can gradually experiment with the opportunities offered by AI.
It really does seem that AI systems tend to favor sources perceived as neutral and “community-driven”, such as Wikipedia and Reddit, while corporate sites are often ignored. In this scenario, how can brands maintain authority while also winning visibility within these new dynamics?
That is not necessarily true for every type of query. Brands need to embed themselves in the community, actively join the conversation, and contribute real value. That means original research, demonstrated expertise, and genuinely useful — not purely promotional — content. When users recognize a brand as authoritative, AI tends to treat it that way too.
Real user interactions carry more and more weight, while the value of links is shrinking (as also emerged from the documents cited during the trial against Google). But what entrepreneurs care about most is turning visibility into conversions and sales. How can you go from AI-generated citations and mentions to concrete business results?
AI citations can bring highly qualified users to your site, but — just as in traditional SEO — your content must give them a concrete reason to take the next step and convert. As AI-generated traffic grows, the priority remains understanding what the user’s next action will be and how to best meet their expectations.
AI Overviews are often seen as a threat to clicks, but studies show that for critical decisions users still trust authoritative links. This means the real competitive factor remains trust. In practical terms, how can an entrepreneur strengthen their brand’s authority so that it becomes the natural choice both in AI summaries and at decisive purchasing moments?
You build authority by consistently being the best and most reliable source of information in your industry. When your brand is synonymous with trust, you become the go-to choice for that all-important click.
Another critical issue is reliability: Ahrefs data shows that ChatGPT leads users to a 404 error far more often than Google (not to mention hallucinations). An experience like that undermines trust and reduces the chances of conversion. How do you think brands can manage this risk, and prevent enthusiasm for AI from turning into frustration for customers?
AI’s errors cannot be controlled. What you can manage is the experience your own site delivers: it must be fast, accurate, and flawless. That way your brand can become the reliable reference point when users end up disappointed or frustrated by AI.
Looking ahead, many fear that the future of online visibility will be increasingly dominated by a handful of large multinational brands, already perceived as “authoritative” sources by AI. Do you really see the risk of a closed market where only the usual suspects thrive, or do you think there is still room for smaller, independent players?
There is definitely room for small players. AI tends to favor expertise, which often emerges precisely in niches. A small business that is truly specialized in its field can produce in-depth, authoritative, and useful content capable of standing out both in traditional search results and in those generated by AI and LLMs.
Why chasing AI without solid foundations is a mistake
The interview with Michael Archambault delivers a clear message: SEO remains the foundation on which to build a solid strategy, while artificial intelligence is an opportunity to watch closely and integrate gradually.
In short: if you have never cooked a simple pasta al pomodoro, don’t throw yourself into molecular gastronomy!
Michael reminded us that the temptation to chase every new trend right away can turn into a costly mistake, especially for those with limited budgets. Traffic from LLMs, still small and unstable, does not justify any significant shift of resources.
On the contrary, the content that already wins at SEO is exactly what feeds AI models too — confirming just how essential it is to invest in quality, originality, and reliability.
Today it is not about choosing between SEO and artificial intelligence, but about understanding how to make them coexist. On one hand, you need to keep defending your position in organic search, which remains the most stable source of visibility and conversions.
On the other, it is time to start experimenting with how your content can be cited and recognized in the answers produced by language models. In this balance, what really makes the difference is the ability to build authority and generate trust.
It takes a shift in mindset: producing material that an algorithm cannot reduce to just another summary, joining communities with real contributions, offering resources that add concrete value.
This is where the difference plays out between being cited, being clicked, or disappearing.
The lesson we take home is clear: there is no need to chase AI as if it were the only future, nor to defend SEO as if it were set in stone. What is needed is a hybrid approach, built on solid foundations and capable of adapting.
An approach that does not fear change, but reads it with realism and pragmatism.
We thank Michael for giving us such a clear-eyed reading of this complex landscape.
This is exactly what we aim for with SEO Confidential: concrete tools for business owners, beyond the slogans and fads of the moment.
See you at the next interview!
