Most people have a favorite coffee mug. You reach for it without thinking. It fits your hand. It does its job. For a long time, SEO felt like that mug. A defined craft, a repeatable routine, a discipline you could explain in a sentence. Crawl the site. Optimize the pages. Earn visibility. Somewhere along the way, that single mug turned into a cabinet full of cups. Each one different. Each one required – none of them optional anymore.
That shift did not happen because SEO got bloated or unfocused. It happened because discovery changed shape.
SEO did not become complex on its own. The environment around it fractured, multiplied, and layered itself. SEO stretched to meet it.
The SEO Core Still Exists
Despite everything that has changed, SEO still has a core. It is smaller than many people remember, but it is still essential.
This core is about access, clarity, and measurement. Search engines must be able to crawl content, understand it, and present it in a usable way. Google’s own SEO Starter Guide still frames these fundamentals clearly.
Crawl and indexing remain foundational. If content cannot be accessed or stored, nothing else matters. Robots.txt governance follows a formal standard, RFC 9309, which defines how crawlers interpret exclusion rules. This matters because robots.txt is guidance, not enforcement. Misuse can create accidental invisibility.
Page experience is no longer optional. Core Web Vitals represent measurable user experience signals that Google incorporates into Search. The broader framework and measurement approach are documented on Web.dev.
Content architecture still matters. Pages must map cleanly to intent. Headings must signal structure. Internal links must express relationships. Structured data still plays a role in helping machines interpret content and enable eligible rich results today.
Measurement and diagnostics remain part of the job. Search Console, analytics, and validation tools still anchor decision-making for traditional search.
That is the SEO core. It is real work, and it is not shrinking. It is, however, no longer sufficient on its own.
This first ring out from the core is where SEO stops being a single lane.
Once the core is in place, modern SEO immediately runs into systems it does not fully control. This is where the real complexity starts to expand.
AI Search And Answer Engines
AI systems now sit between content and audience. They do not behave like traditional search engines. They summarize, recommend, and sometimes cite. Critically, they do not agree with each other.
In mid-2025, BrightEdge analyzed brand recommendations across ChatGPT, Google AI experiences, and other AI-driven interfaces and found that they disagreed on brand recommendations for 62% of queries. Search Engine Land covered the same analysis and framed it as a warning for marketers assuming consistency across AI search experiences.
This introduces a new kind of SEO work. Rankings alone no longer describe visibility. Practitioners now track whether their brand appears in answers, which pages are cited when citations exist, and how often competitors are recommended instead.
This is not arbitrary. Retrieval-augmented generation exists precisely to ground AI responses in external sources and improve factual reliability. The original RAG paper outlines this architecture clearly.
That architectural choice pulls SEO into new territory. Content must be written so it can be extracted without losing meaning. Ambiguity becomes a liability. Sections must stand alone.
Chunk-Level Content Architecture
Pages are no longer the smallest competitive unit. Passages are. And despite being told we shouldn’t focus on chunks for traditional search, when you look outside of traditional search, you need to understand the role chunks play. And traditional search isn’t the only game in town now.
Modern retrieval systems often pull fragments of content, not entire documents. That forces SEOs to think in chunks. Each section needs a single job. Each answer needs to survive without surrounding context.
This changes how long-form content is written. It does not eliminate depth. It demands structure. We now live in a hybrid world where both layers of the system must be served. It means more work, but selecting one over the other? That’s a mistake at this point.
Visual Search
Discovery increasingly starts with cameras. Google Lens allows users to search what they see, using images as queries. Pinterest Lens and other visual tools follow the same model.
This forces new responsibilities. Image libraries become strategic assets. Alt text stops being a compliance task and becomes a retrieval signal. Product imagery must support recognition, not just aesthetics.
Google’s product structured data documentation explicitly notes that product information can surface across Search, Images, and Lens experiences.
Audio And Conversational Search
Voice changes how people ask questions and what kind of answers they accept. Queries become more conversational, more situational, and more task-focused.
Industry research compiled by Marketing LTB shows that a meaningful portion of users now rely on voice input, with multiple surveys indicating that roughly one in four to one in three people use voice search, particularly on mobile devices and smart assistants.
That matters less as a headline number and more for what it does to query shape. Spoken queries tend to be longer, more natural, and framed as requests rather than keywords. Users expect direct, complete answers, not a list of links.
And the biggest search platform is reinforcing this behavior. Google has begun rolling out conversational voice experiences directly inside Search, allowing users to ask follow-up questions in real time using speech. The Verge covered Google’s launch of Search Live, which turns search into an ongoing dialogue rather than a single query-response interaction.
For SEO practitioners, this expands the work. It pulls them into spoken-language modeling, answer-first content construction, and situational phrasing that works when read aloud. Pages that perform well in voice and conversational contexts tend to be clear, concise, and structurally explicit, because ambiguity collapses quickly when an answer is spoken rather than scanned. Still think traditional SEO approaches are all you need?
Personalization And Context
There is no single SERP. Google explains that search results vary based on factors including personalization, language, and location.
For practitioners, this means rankings become samples, not truths. Monitoring shifts toward trends, segments, and outcome-based signals rather than position reports.
The third ring is where complexity becomes really visible.
These are not just SEO tasks. The things in this layer are entire disciplines that SEO now interfaces with.
Brand Protection And Retrieval In An LLM World
Brand protection used to be a communications problem. Today, it is also a retrieval problem.
Large language models do not simply repeat press releases or corporate messaging. They retrieve information from a mixture of training data, indexed content, and real-time sources, then synthesize an answer that feels authoritative, whether it is accurate or not.
This creates a new class of risk. A brand can be well-known, well-funded, and well-covered by media, yet still be misrepresented, outdated, or absent in AI-generated answers.
Unlike traditional search, there is no single ranking to defend. Different AI systems can surface different descriptions, different competitors, or different recommendations for the same intent. That BrightEdge analysis showing 62% disagreement in brand recommendations across AI platforms illustrates how unstable this layer can be.
This is where SEO is pulled into brand protection work.
SEO practitioners already operate at the intersection of machine interpretation and human intent. In an LLM environment, that skill set extends naturally into brand retrieval monitoring. This includes tracking whether a brand appears in AI answers, how it is described, which sources are cited when citations exist, and whether outdated or incorrect narratives persist.
PR and brand teams are not historically equipped to do this work. Media monitoring tools track mentions, sentiment, and coverage. They do not track how an AI model synthesizes a brand narrative, nor how retrieval changes over time.
As a result, SEO increasingly becomes the connective tissue between brand, PR, and the machine layer.
This does not mean SEO owns brand. It means SEO helps ensure that the content machines retrieve about a brand is accurate, current, and structured in ways retrieval systems can use. It means working with brand teams to align authoritative sources, consistent terminology, and verifiable claims. It means working with PR teams to understand which coverage reinforces trust signals that machines recognize, not just headlines humans read.
In practice, brand protection in AI search becomes a shared responsibility, with SEO providing the technical and retrieval lens that brand and PR teams lack, and brand and PR providing the narrative discipline SEO cannot manufacture alone.
This is not optional work. As AI systems increasingly act as intermediaries between brands and audiences, the question is no longer “how do we rank?” It is “how are we being represented when no one clicks at all?”
Branding And Narrative Systems
Branding is not a subset of SEO. It is a discipline that includes voice, identity, reputation, executive presence, and crisis response.
SEO intersects with branding because AI systems increasingly behave like advisors, recommending, summarizing, and implicitly judging.
Trust matters more in that environment. The Edelman Trust Barometer documents declining trust across institutions and brands, reinforcing why authority can no longer be assumed. Trust diminishes, and consumer behavior changes. The equation is no longer brand = X, therefore X = brand.
SEO practitioners now care about sourcing, claims, and consistency because brand perception can now influence whether content is surfaced or ignored.
UX And Task Completion
Clicks are no longer the win. Completion is.
Though old, these remain applicable. Nielsen Norman Group defines success rate as a core usability metric, measuring whether users can complete tasks. They also outline usability metrics tied directly to task efficiency and error reduction.
When AI and zero-click experiences compress opportunities, the pages that do earn attention must deliver. SEO now has a stake in friction reduction, clarity, and task flow. CRO (conversion rate optimization) has never been more important, but how you define “conversion” has also never been broader.
Paid Media, Lifecycle, And Attribution
Discovery spans organic, AI answers, video feeds, and paid placements. Measurement follows the same fragmentation.
Google Analytics defines attribution as assigning credit across touchpoints in the path to conversion.
SEO practitioners are pulled into cross-channel conversations not because they want to own them, but because outcomes are shared. Organic assists paid. Email creates branded demand. Paid fills gaps while organic matures.
Generational And Situational Behavior
Audience behavior is not uniform. Pew Research Center’s 2025 research on teens, social media, and AI chatbots shows how discovery and engagement increasingly differ across age groups, platforms, and interaction modes, including traditional search, social feeds, and AI interfaces.
This shapes format expectations. Discovery may happen in video-first environments. Conversion may happen on the web. Sometimes the web is skipped entirely.
What This Means For SEO Practitioners
SEO did not become more complex because practitioners lost discipline or focus; it became more complex because discovery fractured. The work expanded because the interfaces expanded. The inputs multiplied. The outputs stopped behaving consistently.
In that environment, SEO stopped being a function you execute and became a role you play inside a system you do not fully control, and that distinction matters.
Much of the anxiety practitioners feel right now comes from being evaluated as if SEO were still a closed loop. Rankings up or down. Traffic in or out. Conversions attributed cleanly. Those models assume a world where discovery happens in one place and outcomes follow a predictable path.
That is no longer the world we’re operating in.
Today, a user might encounter a brand inside an AI answer, validate it through a video platform, compare it through reviews surfaced in search, and convert days later through a branded query or a direct visit. In many cases, no single click tells the story. In others, there is no click at all.
This is why SEO keeps getting pulled into UX conversations, brand discussions, PR alignment, attribution debates, and content format decisions. Not because SEO owns those disciplines, but because SEO sits closest to the fault lines where discovery breaks or holds.
This is also why trying to “draw a box” around SEO keeps failing.
You can still define an SEO core, and you should. Crawlability, performance, content architecture, structured data, and measurement remain non-negotiable. But pretending the job ends there creates a gap between responsibility and reality. When visibility drops, or when AI answers misrepresent a brand, or when traffic declines despite strong fundamentals, that gap becomes painfully visible.
What’s changed is not the importance of SEO, but the nature of its influence.
Modern SEO operates as an integration discipline. It connects systems that were never designed to work together. It translates between machines and humans, between intent and interface, between brand narrative and retrieval logic. It absorbs volatility from platforms so organizations don’t have to feel it all at once.
That does not mean every SEO must take on every cup in the cabinet. It does mean understanding what those cups contain, which ones you own, which ones you influence, and which ones you simply need to account for when explaining outcomes.
The cabinet is already there, and you can choose to keep reaching for a single familiar mug and accept increasing unpredictability. Or you can open the cabinet deliberately, understand what’s inside, and decide how much of the expanded role you’re willing to take on.
Either choice is valid, but pretending everything still fits in one cup is no longer an option.
More Resources:
- Multimodal Search Is Reshaping The Funnel For SEOs And Marketers
- AI-Powered Search: Adapting Your SEO Strategy
- The State Of AI In Marketing
This post was originally published on Duane Forrester Decodes.
Featured Image: Master1305/Shutterstock
