Is Traditional SEO Becoming Obsolete, or Is It Just Evolving?

[ethanmiller]

With AI-powered platforms like ChatGPT, Gemini, and Perplexity now influencing purchasing decisions, the article makes a compelling case that authority, editorial mentions, and entity optimisation matter as much as traditional ranking factors. Yet many businesses still view SEO through a 2015 lens.

1. The Authority Paradox
The article emphasises editorial mentions and Digital PR over traditional backlinks, but is this simply a rebranding of what quality link building has always been? Or do AI systems genuinely evaluate authority differently from Google's PageRank?

2. Measurement Challenges
If success is no longer about rankings and organic traffic, how should businesses measure ROI? The article suggests metrics like "AI citations" and "brand recognition," but these feel abstract compared to traditional analytics. What practical measurement frameworks are actually working?

Let's discuss—what's your experience with AI search visibility so far?

[Russell]

AI search visibility highlights a shift from traditional link metrics to brand authority, editorial mentions, and digital PR. Measuring ROI now leans toward tracking AI citations and brand awareness, but practical frameworks remain evolving. Success is more about reputation and recognition than pure rankings, requiring new strategies and metrics.