Search has split into two arenas. In the first, people type a query into Google and scan ten blue links. In the second, they ask ChatGPT, Gemini, Perplexity, or Google's AI Overviews a question and get a single synthesized answer, with a handful of sources cited underneath.
Every so often, a business owner opens their search console and finds a graph that looks like it fell off a cliff.
There's a simple way to understand the shift happening in search right now, and it comes down to two different jobs a business's online presence needs to do.
If you've ever typed "best SEO tools" into Google at 11 PM trying to figure out why your competitor outranks you, you're not alone.
Artificial intelligence is reshaping the digital marketing landscape faster than ever before.
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