News & Views
Reading the long cycles. What's actually changing in search, what isn't, and what the industry keeps mistaking for one when it's the other.
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Every year there's a new framework, a new metric, a new thing you're supposed to be doing instead of whatever you were doing before. SGE became AI Overviews. AIO became GEO. Before that it was E-A-T, then E-E-A-T. Before that, semantic search was going to change everything. Most of it passes. The question is knowing which parts don't — and why chasing the ones that do is usually a distraction from the work that actually compounds.
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More observations added as things worth saying present themselves.
No filler, no hot takes for the sake of it.
