Marketing 101

If you’ve been anywhere near search marketing conversations lately, you’ve probably heard it: “SEO is dead.”

SEO isn't dead, but it is changing faster than ever.

AI has completely changed the game, but it hasn’t replaced search. It has redefined how visibility works, how users discover brands, and how success should be measured.

A few things that are true:

With the rise of zero-click answer formats across AI chats and Google SERP features, it’s becoming increasingly common to open Google Search Console and see a confusing pattern: impressions have spiked, rankings improved, yet click-through rate (CTR) has dropped.

Often the first thought it concern, "What's happening here? Why aren't users clicking?"

Take a deep breath, and hear me when I say, this isn’t a sign that organic search is underperforming. It’s a reflection of how search itself has evolved.