SEO Still Matters for Business Growth, Expert Says

Digital marketing consultant Husam Jandal says AI-driven search changes are reducing website clicks but not eliminating the need for SEO. He argues businesses still need search visibility, website authority and branded search demand as buyers use both AI tools and traditional search during research.

Why it matters: - Businesses are losing organic traffic as more search queries end without a click and AI tools answer questions before users reach a website. - SEO still affects how companies are discovered, evaluated and cited across search engines and AI platforms. - The shift matters because search visibility now influences both website traffic and brand presence in AI-assisted research.

What happened: - Husam Jandal, a business and digital marketing consultant, said SEO remains essential for business growth despite claims that AI is making it obsolete. - Jandal pointed readers to "SEO for Business Growth: What Every Executive Needs to Know," now live on HusamJandal.com. - The message was issued from Toronto on Aug. 31, 2026.

The details: - 68% of Google searches now end without a click. - Google’s share of traffic to more than 75,000 websites fell about 22% over the past year. - AI tools send less than 1% of their traffic to external websites. - 75% of B2B buyers still use Google or another search engine during vendor research. - After an AI recommendation, 71% of buyers visit the company’s website and 63% search for the company online. - 41% of buyers begin with AI and then validate through search. - 35% begin with search and use AI for comparison or synthesis. - 20% move between AI and search throughout the research process. - SEO tactics such as accessible content, stronger technical performance and authority-building also help search-based AI systems find, evaluate and cite company information. - Jandal said tracking citations, brand mentions, branded searches and assisted conversions gives businesses a fuller view of SEO and AI visibility.

Between the lines: - The data suggests AI is changing how people search, not replacing search altogether. - Website analytics alone may understate SEO’s impact because discovery can happen before a click and continue across multiple channels. - Businesses that ignore AI visibility may miss part of the research journey that now happens outside traditional traffic reports.

What's next: - Jandal is steering businesses toward a broader digital strategy that includes SEO, AI visibility and measurement beyond direct website visits. - Businesses interested in growth-focused SEO are being directed to HusamJandal.com for more information. - Jandal’s speaking and consultancy services remain available through Husam Jandal International Ltd.

The bottom line: - AI is reshaping search behavior, but SEO still drives discovery, trust and validation for buyers who research before they buy.