Marketers today spend their time on keyword research to uncover opportunities, closing content gaps, making sure pages are crawlable, and aligning content with E-E-A-T principles. Those things still matter. But in a world where generative AI increasingly mediates information, they are not enough.
The difference now is retrieval. It doesn’t matter how polished or authoritative your content looks to a human if the machine never pulls it into the answer set. Retrieval isn’t just about whether your page exists or whether it’s technically optimized….
