It's a common scenario: someone uses ChatGPT to write a batch of blog posts, then hears from a colleague that Google is going to "find out" and tank their site. The instinct is to delete everything and start over. That's almost certainly unnecessary.

I’ve been doing SEO since 2012, and in that time, SEO has “died” about a dozen times, yet I’m still here. So when people ask me what’s changed about search in the last year, my honest answer is: a lot. The biggest shift is in how people actually search now.

I get this question every week from agents and team leaders: “how do I show up in ChatGPT?” And I know why people are asking. ChatGPT is the most commercialized AI platform out there.