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SEO metrics will quickly become obsolete for apparel retailers

SEO is built on the premise that users type keywords into search engines, and marketers compete to match those queries through keyword research, link building and content optimisation. When consumers turn to conversational AI, this model breaks down. Rather than presenting a page of links, AI delivers a direct, context-rich answer. The user no longer clicks through multiple sites, bypassing the traffic funnel on which SEO depends.

As AI adoption grows, search rankings will matter less. Metrics such as impressions, click-through rates and keyword positions lose significance when the consumer journey no longer passes through search engine results. Visibility will depend on how well content is interpreted and integrated by AI models. Instead of optimising for algorithms, companies must focus on clarity, authority and relevance so AI identifies their content as trustworthy.