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.