No. They are changing how people discover content, but SEO is evolving rather than being replaced. You still need solid technical foundations, helpful content and credible links. The shift is about serving answers in more formats and making your pages easy for assistants to quote.
What to focus on now:
- Target conversational queries and natural language
- Write clear summaries and add concise FAQs
- Use structured data such as FAQ, HowTo and Product
- Keep pages fast, mobile-friendly and accessible
- Optimise for local intent where relevant
- Demonstrate expertise with facts, examples and author bios
- Track both organic clicks and AI citations
Treat voice and generative search as extra surfaces where good SEO can win. If your site is crawlable, fast and trustworthy, and your content is structured and clear, you can earn both clicks and assistant mentions.