SEO feels broken to many people today. Not because search died, but because the interface of discovery changed.
Users don’t browse search results anymore. They ask questions.
And questions are answered by models, not rankings.
If your strategy assumes:
- Users read SERPs
- Users compare multiple pages
- Users click 3–7 links before deciding
Then you're optimizing for a world that ended in 2022.
The new game is not ranking.
It is: being the idea the model recalls when asked.
— Stefano Galloni, Head of SEO & AI Visibility Researcher