SEO is not dead. Keyword theatre is dead.
Zero-click searches hit about 68%. AI answers everything before anyone scrolls. So everyone declared SEO dead.
But look at what actually died: stuffing a phrase 40 times, spinning ten thin blog posts a week, chasing easy keywords nobody searches with intent.
That was never distribution. That was cosplay.
Here is what is alive: being the clearest answer to a real question your buyer asks. That works in Google, ChatGPT and Perplexity at once.
The people saying SEO is dead are usually the ones who only ever did the theatre.
The skill was never keywords. It was being worth quoting.
What would you have to write to be the answer, not just a result?
The move. Insight/relatable - reframes 'SEO is dead' as the death of low-effort keyword tactics, not of findability.
One of the things Alex keeps saying about go-to-market distribution. See the rest →