Search isn’t ending. It’s evolving.
Across the industry, the systems powering discovery are diverging. Traditional search runs on algorithms designed to crawl, index, and rank the web. AI-driven systems like Perplexity, Gemini, and ChatGPT interpret it through models that retrieve, reason, and respond. That quiet shift (from ranking pages to reasoning with content) is what’s breaking the optimization stack apart.
What we’ve built over the last 20 years still matters: clean architecture, internal linking, crawlable content, structured…
