For over two decades, SEO followed a simple formula: rank higher, get more traffic. But as Google pushes deeper into AI-powered search, that playbook is being fundamentally rewritten. This Marketing Mind feature explores how visibility is shifting from page rankings to AI citations, trusted authority and original content, and what that means for brands trying to stay discoverable. Featuring Ajay Varma, Managing Partner at 0101.Today, who argues that brands must stop thinking only about keywords and start thinking about becoming the most trusted source in their category, the piece brings together perspectives from leading SEO and digital marketing agencies on the rise of AEO, GEO and AI Discovery Optimisation. The consensus: SEO isn’t dying, it’s expanding, and the brands that win will be the ones AI chooses to recommend, not just rank.
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