"Is SEO dead?" How to handle this common sales objection with confidence

If you're selling digital marketing services to small businesses, you've probably heard this objection more times than you can count: "Is SEO even worth it anymore? I heard AI is taking over search."

With AI overviews appearing in Google results and chatbots answering questions directly, many SMB owners are wondering if traditional SEO still matters.

But it’s not just SMB owners questioning the shift and getting swept up in the rumours. Folk who sell SEO solutions are feeling the heat too. When prospects are throwing new objections at sales reps like "I've heard these AI overviews are killing website traffic", it creates new objections to overcome.



The good news? You can put their concerns to rest with some compelling data straight from Google itself.

Let’s us show you how to handle the heat and turn tough questions into closed deals.

Overcome objections with Google's own data

When prospects express this concern, start with credibility. Jason Howell on the AI Inside podcast interviewed Nick Fox, Google's VP of Search, who recently addressed these exact worries and shared these key points:

1. The web is actually growing, not shrinking

"Since April 2023, Google has seen a 45% increase in unique new web pages. That's not what you'd expect if SEO was dying, right? In fact, web visits are increasing overall.

2. AI summaries don't replace the full experience

Think about it this way – when someone asks Siri for a good plumber nearby, they might get a quick answer, but they're still going to want to see your reviews, your pricing, your before-and-after photos, and book an appointment. AI can introduce them to your business, but your website is where they become customers.

3. Quality content is more valuable than ever

AI overviews prioritise accurate, authoritative information. So if your website has high-quality content about your services, you're more likely to be featured. And when you are featured, it often drives more traffic to your site, not less. So basically, they key to showing up in AI is to have a well-optimised website. Then you get the best of both worlds!

Show them what "AI-ready SEO" looks like

If they're still concerned about showing up in AI (which is a good thing by the way), you can demonstrate your expertise and introduce our AI readiness checks in the audit.

"Whilst we’ve detected some issues with your AI readiness, the good news is, our AI readiness checks that show you exactly where your website stands for both traditional search and AI models like Chat GPT and Gemini. Shall we fix the issues?”

How to handle the follow-up objections

If they say: "So if I’m showing up on Chat GPT, why do I need an optimised website?”

Don’t let a question like this be a reason for your sales reps to freeze up. It’s actually the perfect opportunity to explain that when AI recommends businesses, it's pulling information from online sources, but customers don't stop at the AI answer. They want to see photos, check opening hours, read reviews, see services, and actually make contact – all of which happens on a website.

How might the conversation flow?

Here's how this might play out in a real conversation with your SMB clients:

Prospect: "I've been thinking about SEO, but honestly, I'm not sure it's worth it anymore with all this AI stuff."

You: "That's a common concern right now. But I recently heard some fascinating data from Google's VP of Search that might change your perspective. Since 2023, they've seen a 45% increase in new web content and web visits are up, not down. It turns out AI isn't killing the web – it's creating new opportunities for businesses that position themselves correctly."

Prospect: "Really? But doesn't AI just give people direct answers?"

You: "Sometimes, yes. But think about your own business – when someone needs a dentist, for example, AI might tell them what to look for, but they're still going to want to see your reviews, your services, your availability, and book an appointment. AI introduces them to the idea that they need your service, but your website is where they become customers."

Prospect: "That makes sense, but how do I know if my website is ready for this?"

You: "Great question. The best way is to run a comprehensive audit to see exactly where you stand. Would you like me to show you what that looks like for your business?"

Show clients exactly what they’re missing with online presence audits 

When you can show prospects exactly where their online presence stands with comprehensive data, objections become opportunities. Our auditing platform includes 70+ checks covering everything from traditional SEO to cutting-edge AI readiness, giving your sales team the credibility and insights they need to close more deals with confidence.

Book a discovery call to learn more about Insites' online presence audits and see how checks can transform your sales conversations.