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Search is getting more conversational, more generated, and harder to predict. Google's AI Overviews and AI Mode are increasingly answering questions before anyone reaches the traditional list of links. That changes a lot for publishers, brands, and content teams.
Less than some of the vocabulary around it suggests, though. The underlying problem is the same one it's always been: content that doesn't answer the question clearly doesn't perform, regardless of what's doing the surfacing.
A few things get more important, not less: clear structure, useful information, consistent terminology, a hierarchy that reflects how people think, and copy that answers the actual question instead of performing interpretive dance around a keyword.
Whether the next phase gets called SEO, GEO, AEO, or something that hasn't been coined yet matters less than the question I keep returning to: can people (and now machines) understand what this content is trying to say?
The interface is new. The problem isn't.
#SEO #ContentStrategy #InformationArchitecture
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A client’s homepage was sitting on page 7 of Google — which meant their target audience was unlikely to ever find it.
I audited the page to find out what was holding it back. The problem wasn’t something that required an expensive site rebuild or complicated SEO strategy.
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There’s still room to climb, but that’s a significant increase in organic visibility from a few hours of focused SEO work.
It’s also a good reminder that improving search performance doesn’t always mean overhauling an entire website.
Sometimes you need someone to look closely at what’s already there, identify what’s holding it back, and prioritise the changes most likely to make a difference.
If your website isn’t showing up where it should, I can help you figure out why — and what to fix first.
Why not SEO??