The biggest shift we’re actually navigating with clients right now isn’t a Google algorithm tweak, it’s that search itself is splitting. People are asking ChatGPT and Perplexity questions they’d have Googled two years ago, and getting a direct answer instead of ten blue links.
One client’s FAQ content, restructured into clear, directly-answered questions rather than long rambling paragraphs, started showing up as a cited source inside AI-generated answers, not just regular search rankings. Nobody planned for that specific outcome when we did the rewrite, but structuring content to answer a question cleanly turns out to help with both traditional rankings and AI citation at the same time, they’re not competing goals.
What’s genuinely worth paying attention to right now:
SEO now is less “how do I rank on Google” and more “how do I become the answer, wherever someone’s asking the question.” The two overlap more than they conflict. Reach out to talk about AI-ready SEO for your site .
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