AI SEO

Did AI change marketing, or just reskin SEO?

Before, SEO was ‘go for quality backlinks, absolutely avoid blackhat tricks’.

Now, people are confused: it’s “go for ___, absolutely avoid ____.”

The fact that both boxes are blank is making many people nervous.

Folks can appropriate the essence of past best practices (“do the right thing, don’t look for shortcuts”), but “the right thing” feels ambiguous.

I suspect most of the ambiguity comes from a lack of understanding about how LLMs actually work.

In reality, they’re sourcing information in very similar ways. It’s not the data ingested that is changing, it’s the SERP that’s changing.

Instead of 10 blue links, you might get 1-2, unless you specifically ask for more. Pagination isn’t a button, it’s a follow-up question if you’re unsatisfied with the first few.

Really fascinating, isn’t it?