Some marketing concepts have a pretty short shelf life (e.g., how to create friend circles in Google+…remember that?) while others are almost timeless. For example, while many SEO best practices have changed over time, tactics like seeking to “be the best answer” to a specific query and writing for humans (while keeping search engines in mind) apply as well today as they did 25 years ago.
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There’s widespread concern today over the impact of artificial intelligence (AI) on search engine optimization (SEO). Marketers are asking questions like: how do we get our brand to show up in AI search overviews as well as page one of Google? How do we get our website cited as a source in ChatGPT queries or Perplexity content creation?