Source: Click Here
KUALA LUMPUR: The rise of artificial intelligence (AI) has raised questions about the future of search engine optimisation (SEO) and whether it remains relevant in a world where machines are increasingly generating answers.
Industry experts say SEO is not only still relevant but more critical than ever, as businesses adapt to AI-powered platforms that are reshaping how people search for and consume information.
Among the most influential platforms today are Google’s Search Generative Experience, Microsoft’s Bing AI and ChatGPT.
BlackGrid Digital Sdn Bhd founder and chief executive officer Nabil Jalil said SEO is shifting from its traditional role of securing top spots on Google’s results page to driving trust, authority and visibility in AI-driven environments.
“This does not kill SEO, it evolves it. Brands now need to optimise not just for keywords, but for entities, authority and trust signals that AI models use to decide which sources to reference.
“SEO remains important. The difference is that it is no longer only about ranking on Google. It is about making sure your brand is the trusted answer in a world where AI is doing the searching for the user,” he told Business Times.
Nabil said Malaysia’s SEO market is moving rapidly from catch-up to maturation, driven by three forces: pervasive digital adoption, evolving search behaviour and rising expectations around quality and trust.
With over 33 million internet users and a mobile penetration rate exceeding 97 per cent, Malaysia is one of the region’s most digitally embedded populations, he added.
“The Malaysian SEO market is showing strong momentum. It is no longer just catching up as certain sectors are actively investing and accelerating maturity.
“We are seeing a shift where industries such as real estate, healthcare, education, e-commerce and tech start-ups are not just experimenting with SEO,” he said.
Despite this, Nabil noted that many small and medium enterprises (SMEs) outside these verticals are still lagging.
He said adoption remains uneven, with maturity concentrated in industries where online search translates directly into revenue.
With many SMEs in Malaysia still relying heavily on social media rather than websites, he said government incentives could bridge the gap by helping them build digital assets that work for the long term.
“While social media is great for visibility, it is still a rented space. A website with strong SEO is a permanent digital asset that generates consistent traffic, leads and sales,” he said.
To support SMEs, Nabil suggested incentives such as subsidies for website and SEO development, training on return-on-investment and case studies, and integrating SEO into SME digital toolkits.
BlackGrid is a data-driven digital marketing firm that specialises in SEO strategies to help businesses increase organic traffic and sales through their web platforms.
Headquartered in Los Angeles, California, with a branch in Kuala Lumpur, the company was ranked the No. 1 SEO agency in Los Angeles from 2018 to 2020.