SEO Fades as GEO Rises

“Google has made it clear: AI is building the future of search. Google now ranks based on contextual relevance, not just keywords or backlinks. It uses AI and vector embeddings to evaluate who created content, how trustworthy it is, and how it fits within its broader knowledge graph. Most SEO tools and practices haven’t caught up. As new APIs and metrics become more accessible, we’ll see a new generation of SEO roles and tools emerge that align with how Google actually works.” -Digiday