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The digital landscape is changing dramatically with the rise of AI-powered search, but are the core principles of SEO still relevant? Drawing on over 20 years of experience in the field, I share my observations on what truly matters for search visibility in this evolving environment.
Despite the anxiety surrounding large language models like ChatGPT and Claude, my experience shows that businesses selling physical products and websites offering unique, specialized information continue to thrive. While sites monetizing basic factual content through display advertising have suffered, those providing genuine value remain resilient against AI disruption.
The fundamentals of SEO have adapted rather than disappeared. High-quality, comprehensive content that answers the question behind the question is more crucial than ever as AI systems need authoritative sources to cite. Experience, expertise, authoritativeness, and trustworthiness signals help AI models identify reliable information sources. Technical foundations ensure your content can be found and understood by various crawlers, while semantic SEO and topical authority have replaced simple keyword targeting—building content clusters that demonstrate deep expertise across entire subjects positions you as the definitive resource in your field.
What's changing isn't whether these principles matter, but how they function in the search ecosystem. Rather than just driving traffic, your authority now determines whether you'll be cited within AI responses and recommended when users need to take action beyond information gathering. By focusing on creating genuinely valuable resources within your subject area, you're building a foundation that will serve your business regardless of how search technology evolves.

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"Werq" Kevin MacLeod (incompetech.com)
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