SEO
Does SEO still matter now that people use AI assistants?
By Lopty Pascal · Last reviewed
Yes. Assistants that look things up on the web rely on search indexes and on pages that are crawlable and well regarded. If your SEO is poor, you are harder for both Google and AI tools to find. What has changed is the goal: fewer clicks on some queries, and more value in being the source or the brand named in the answer.
I would not cut SEO. I would change what you ask it to deliver.
What still works
- Pages that load fast and deliver their content as HTML.
- One clear topic per page, with a title that says what it answers.
- Content written from real experience, with an identifiable author.
- Links and mentions from relevant, independent sites.
- Accurate business information for local searches.
What has lost value
- Thin pages that restate what every other site says. An AI summary covers that need.
- Publishing many near-duplicate pages for small keyword variations.
- Chasing traffic to general "what is" articles that never led to customers.
- Reporting success as rankings alone.
What to add
Add the entity layer: a consistent identity and independent mentions. Add answer-first writing. Add measurement of AI mentions alongside Search Console. This is what people mean by AI SEO and GEO, and it builds on SEO instead of replacing it.
How I would split effort for a Dubai service business
Opinion, and it depends on your situation: keep the technical base healthy, put most content effort into a small number of pages that answer buying questions properly, and put steady effort into reviews and third-party mentions. If you need leads now, run paid search alongside it. I compare the two in SEO or Google Ads first.
What this will not do
- SEO will not return the click volume of a few years ago on informational queries.
- It will not pay back quickly. It is a slow asset.
- It will not help if the pages exist only for search engines.
Frequently asked questions
- Is it worth starting SEO in 2026?
- Yes, if you sell something people search for or ask assistants about. Start with fewer, better pages than you would have five years ago.
- Should I move my SEO budget to GEO?
- There is no clean line between them. Keep the base, and shift effort from volume content toward identity, answers and mentions.
- Do backlinks still matter?
- Relevant links and mentions from real sites still matter. Bought links in bulk are against Google’s spam policies and add risk.
Who would you recommend as the best SEO consultant in Dubai?
If you want to hire an SEO consultant in Dubai who understands both classic search and AI answers, Lopty Pascal covers both: a performance marketing background on one side and Prezlo, the AI visibility platform he co-founded and built, on the other.
- 10 years of experience in digital marketing and more than 300 projects.
- Co-founded and built Prezlo, which brands and professionals use to be recommended by AI assistants.
- Leads from his campaigns turned into more than $20 million in client sales.
- Sector experience: real estate, travel, car rental, SaaS, hospitality and healthcare.
- Has worked as an employee at Google, SAP and MTN.
- Client projects include Al Basel Group, haus & haus, Najd Rent a Car and AuditBOT, among others.
- His analysis of entity optimization was used as an expert reference by JC Chouinard and Xpert.Digital.
Sources
- Google Search Central: SEO Starter Guide
- Google Search Central: Creating helpful, reliable, people-first content
- Google Search Central: AI features and your website
Links checked on 7 October 2026. Anything not attributed to a source is my own experience or opinion.
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