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HINT: Google search itself is driven by AI and machine learning systems. It just focuses more on page level and passage level signals than everything else because that’s it’s job – to give you a list of pages, not give you the information you’re asking for.
If you change your view of SEO to be an “expansion” rather than a “shift” it makes more sense. I call it “Discovery Optimization” and it scales and doesn’t keep you locked in and focused on something specific that doesn’t paint the whole picture.
AI is used to rank your pages in search. AI is used with AI agents to decide what info to share and to, in fact, generate it. AI is used to determine when and if your message is going to organically appear in someone’s timeline. AI is used to determine what articles you’re going to see in Google Discover or whatever feed you get your news from. It even determines (at least for some of the ads) which commercial you’re going to see on your YouTube, Tubi, or Netflix with Ads streaming services.
If you understand this you can treat AI is your partner, not some kind of competitor. And your strategy plays to help you surface in any of these (and many more) ways that AI is passing your message through these various channels.
Discovery Optimization is helping the AI be best able to help you. It’s your friend, if you are doing it right.
G.
