The article argues that traditional search engine optimization is rapidly losing its dominance, much like VHS tapes once did when newer technologies emerged. As AI-powered search, chatbots, and answer engines become primary ways people find information, the familiar rules of ranking pages through keywords and backlinks are becoming less relevant. Businesses that continue to rely solely on classic SEO strategies risk optimizing for a system that users are slowly abandoning.
A major issue highlighted is the growing “naming crisis” created by this shift. Many companies still label their services as SEO even though the work now involves optimizing content for AI models, voice assistants, and conversational interfaces. This outdated terminology creates confusion for clients, who may not understand that modern visibility depends on being understood and cited by AI systems rather than simply ranking on a search results page.
The piece explains that AI-driven discovery changes how brands should think about content. Instead of focusing narrowly on keywords, organizations must prioritize clarity, authority, structured data, and trustworthiness so AI systems can accurately interpret and surface their information. This evolution requires marketers and agencies to rethink not just tactics, but also how they describe and position their expertise in a post-search-first world.
Ultimately, the article calls for a redefinition of SEO itself. Just as VHS gave way to DVDs and streaming, search optimization is transforming into something broader and more complex. The author suggests that adopting new language and frameworks is essential for businesses to stay relevant, communicate value clearly, and adapt to an AI-driven future where visibility is no longer controlled by traditional search engines alone.
