SEO
SEO is the work of making your website the result search engines choose to show: through content that answers what people search for, a site engines can read easily, and a reputation other sites corroborate. It remains the entry ticket to every search-shaped surface, including the AI ones.
Why it matters
Search is still where buying journeys start, and the habit compounds: pages that earn positions keep paying for years, unlike ads that stop the day the budget does. And because answer engines pick their sources largely from what classic search already trusts, SEO is now also the qualifying round for AI visibility.
How it works
Three pillars, endlessly remixed: content that genuinely answers the queries that matter to your business; technical health so engines can crawl, render and understand the site; and authority, other credible sites referencing yours. Rankings follow the balance of all three against your competitors' efforts.
What to do about it
Skip the tricks. List the searches that precede a purchase in your category, check who wins them today and why, and close the gap with better pages, then be patient, because compounding is the whole point.
