Introduction: The Signal and the Noise Every few years, the search industry declares itself dead, only to be reborn with a new acronym, a fresh panic, and a chorus of self-appointed prophets. In 2025, we’re told “SEO is Dead.” We’re told “Indexation doesn’t matter.” We’re told to forget everything we Read more…
SEO: The Bridge to the Future in the Age of AI Search As we stand at the crossroads of a seismic shift in search technology, one thing is clear: AI powered search is rapidly transforming how users discover, interact with, and ultimately choose brands and products online. Platforms like Google Read more…
A Tempest in a Teapot (And Why Retailers Should Double Down on AI Visibility) Yesterday’s announcement that Cloudflare will block AI crawlers by default across its network sparked a digital stampede of hot takes about the “death of AI training” and the “publisher revolution.” (For some background on this news, Read more…
What Retailers Must Do in the Era of AI Search In Part 1 of this series, we cut through the hype and made the case that SEO is not dead, it’s evolving. AI-powered platforms like Google AI Overviews, Perplexity, SearchGPT, and Gemini are changing the interface of search, but not Read more…
Cutting Through the AI Noise in Search Every few years, someone declares SEO is dead. But in 2024, the noise has reached a new level. AI Overviews, ChatGPT, Perplexity, and Google’s AI Mode are shifting the way people search ,and it’s easy to get swept up in the headlines. “Blue Read more…
Part 6: Stop Majoring in Minors – Focus on What Really Matters At this point, let me address a pitfall I see many businesses (and marketers) falling into: what I call “majoring in minors.” This is when teams spend an inordinate amount of time and energy on trivial or surface-level Read more…
Part 5: Content Everywhere: Focusing on Practical Visibility Given all we’ve discussed, I advocate a mindset shift: focus on “content penetration” across all discovery channels, rather than just traditional SEO rankings. I use the term content penetration to mean how deeply and widely your content has permeated the platforms and Read more…
Part 3: New Tactics for an AI-Powered Search Era While the core principles remain, there are indeed new tactics and focus areas emerging. Adapting to an AI-driven search landscape means expanding our toolkit. Here are some of the newer SEO (or dare I say AEO/GEO) tactics that savvy marketers are Read more…
Part 3: Old-School SEO Tactics Still Matter (More Than Ever) Now, let’s talk tactics. A common misconception in the “SEO is dead” narrative is that everything we’ve learned about SEO is suddenly obsolete. Nothing could be further from the truth. In reality, many traditional SEO best practices are not only Read more…
Part 2: New Acronyms, Same Core Mission SEO vs AEO vs GEO vs AISO With the advent of AI search, there’s been an explosion of new terminology. Suddenly the industry is buzzing about AEO (Answer Engine Optimization), GEO (Generative Engine Optimization), AISO (AI Search Optimization), and even terms like LLM-O Read more…