ChatGPT SEO in 2026: How to Rank in AI Search & LLMs

Last Updated on January 30, 2026

If you have searched online recently, you may have observed a change.

Direct answers from tools like ChatGPT, Google’s AI Overviews, and Perplexity are increasingly common. Users now receive immediate answers without needing to visit a website.

This shift is fundamentally changing how search works. Direct AI answers are redefining online discovery.

Historically, SEO aimed to rank highly on Google through keyword targeting, link building, and high-quality content. By 2026, search will move past traditional blue links.

Visibility now depends on whether AI systems reference your content.

This is where ChatGPT SEO becomes important.

ChatGPT SEO guarantees your content and brand are accessible, understandable, and easily referenced by large language models. Attention moves from ranking to becoming a trusted source for AI-generated responses.

As a result, your overall strategy must adapt.

This guide explains how ChatGPT and other AI engines source and use information, how AI is changing SEO, and practical steps to preserve visibility as search evolves. Before proceeding, it is important to define “ChatGPT SEO.”

What is ChatGPT SEO

At first glance, ChatGPT SEO may seem to involve using ChatGPT to write blog posts or generate meta descriptions. While this is one aspect, it is not the main focus of this guide.

ChatGPT SEO goes beyond using AI solely as a writing tool.

It focuses on improving your content, website, and brand so that AI systems like ChatGPT, Google’s AI Overviews, and Perplexity can find, understand, and reference your material in their responses.

Traditional SEO aimed to achieve the highest possible ranking on Google.

Inside AI-driven search, the objective has changed.

The goal is no longer to appear as a blue link on a results page, but to become a trusted source that AI models quote, summarize, or recommend.

Visibility now occurs in two areas:

• In traditional search results
• Inside AI-generated answers

In many cases, visibility within AI-generated answers is now more important than it is in traditional search results.

When you ask ChatGPT for the best tools or tips, it provides a single answer based on some reliable sources, rather than listing multiple links.

ChatGPT SEO increases your chances of being chosen as a source in AI-generated responses.

This involves more than keywords. It depends on how clearly your content explains topics, your site’s authority, brand mentions, and how easily AI can extract reliable information.

This process is sometimes called Generative Engine Optimization (GEO), AI SEO, or ChatGPT SEO. The specific term is less important than grasping the underlying shift.

The most important factor is understanding this shift. Your content should be designed for inclusion in AI-generated answers, not just search rankings.

SEO now involves becoming part of the answer itself, not just achieving high rankings.

How AI Search Is Changing SEO in 2026

To understand why ChatGPT SEO matters, you first need to understand how search itself is changing.

For years, you typed queries into Google, saw links, and clicked the most useful. Rankings drove clicks.

That model is now starting to break.

Now, more searches end without a click. Google, ChatGPT, and Perplexity give AI summaries, so users often get answers without visiting websites.

This changes the role SEO plays. The essential takeaway: SEO should now be included in AI-generated responses.

Instead of competing only for positions in a list of links, brands are now competing for something new: being included in the answer itself.

When an AI system generates a response, it usually draws on a small number of trusted sources. Those sources shape the entire answer. If your content isn’t one of them, you’re effectively invisible, even if you technically “rank” on Google.

This is why traditional rankings are increasingly less important for some types of queries.

AI handles informational and comparison queries. The path to traffic now runs through AI systems first.

Another important shift is how authority works.

In classic SEO, authority was mostly measured through backlinks and domain strength. Those signals still matter, but AI systems also look for something else: consistency, clarity, and brand-level trust.

They try to understand who actually knows what they’re talking about.

This is where entity-based search becomes important.

AI treats your brand as an entity: frequency of mentions, where you’re cited, consistency, and referrals shape trust.

Over time, this builds a picture of whether you’re a reliable source.

The result is a very different kind of SEO.

In 2026, winning search visibility is no longer just about ranking higher. It’s about being recognized as an authority that AI systems are comfortable referencing.

This is the core aim of ChatGPT SEO.

How ChatGPT Finds and Ranks Information

One of the most confusing parts of ChatGPT SEO is understanding how ChatGPT actually gets its answers.

ChatGPT doesn’t crawl the web in real time. Its process is different from Google’s.

At a high level, there are two ways ChatGPT can use information.

One way is training data. LLMs learn from licensed, human, and publicly available content to develop broad knowledge.

The second is through live retrieval.

When retrieval is enabled, ChatGPT gets fresh info from external sources. This allows current answers.

In both cases, the goal is the same.

ChatGPT is not trying to “rank” websites in the way Google does. It’s trying to generate the best possible answer.

To do that, it looks for sources that are clear, trustworthy, and easy to summarize.

This intersection is where things start to get interesting for SEO.

ChatGPT answers by using sources with clear explanations. It prefers high-authority sites, structured guides, and documentation.

In other words, ChatGPT doesn’t just look for pages with a lot of backlinks.

It looks for pages that explain things properly.

This is why some smaller sites with well-written guides can appear in AI answers, while bigger sites with thin or generic content sometimes don’t.

Clarity matters more than many people expect.

Another important factor is how easily your content can be extracted.

AI pulls short answers or explanations from articles. If your article answers a question clearly in a short paragraph, it’s easier for AI to use.

This is one of the reasons question-style headings, clean formatting, and direct explanations perform so well in AI search.

Brand trust also plays an increasingly important role.

AI systems learn which brands are reliable from repeated mentions, citations, and links. Frequent references boost chances of inclusion.

Not because of a single ranking factor, but because the model has learned that your brand is a safe source to reference.

The important lesson here is simple: focus on making your content clear, trustworthy, and easy for AI to reference.

ChatGPT SEO is not about gaming an algorithm.

It’s about making your content easy to understand, easy to trust, and easy to quote.

Core Principles of ChatGPT SEO (The New Rules)

Once you understand how AI search works, the next question becomes obvious.

What actually makes a site more likely to appear inside AI-generated answers?

There’s no single factor. ChatGPT SEO follows principles that guide which sources AI trusts.

These are not completely new ideas. In fact, many of them come from traditional SEO. But the way they matter and the weight they carry has changed.

The first principle is topical authority.

AI wants sites that cover a topic deeply. One article is good. Ten related articles are better.

From an AI perspective, this signals that your site actually knows what it’s talking about.

The second principle is entity clarity.

AI considers entities, people, brands, products, concepts, and how you’re connected to other trusted entities online.

This is why brand consistency matters so much.

Consistent mentions of your name, company, and expertise across your site and web make it easier for AI to trust you.

The third principle is citation-worthiness.

In AI search, the best content is not just content that ranks. It’s content that can be quoted.

Pages that define terms clearly, explain concepts simply, and present original frameworks or data are much more likely to be reused inside AI answers. Vague, generic, or heavily optimized content usually gets ignored because it’s hard to summarize cleanly.

If a paragraph cannot stand on its own as a useful explanation, an AI model is unlikely to incorporate it.

The fourth principle is structure and extractability.

AI systems prefer content that is easy to scan and easy to break into pieces.

Distinct headings, brief paragraphs, direct definitions, and question-and-answer formats all make it easier for models to find the exact passage they need. This is one of the reasons long, well-structured guides often perform better in AI search than short blog posts.

The fifth principle is trust signals.

Backlinks still matter, but they are no longer the only signal of trust. AI systems also look at brand mentions, author credibility, consistent publishing history, and whether other trusted sources refer to you.

Over time, this builds a reputation layer around your site.

The more often your content appears in reliable contexts, the more comfortable an AI model becomes referencing you again.

Taken together, these principles point to one important shift.

ChatGPT SEO is not about tricking a system.

It’s about building a site that is genuinely useful, clearly positioned, and easy for AI systems to understand and trust.

And once you get this part right, everything else becomes much easier.

How to Maximize Content for ChatGPT & AI Search

Once you understand the principles behind ChatGPT SEO, the next step is figuring out what to actually do differently.

The good news is that you don’t need a completely new SEO playbook.

Most of what works for AI search builds on solid SEO fundamentals, but with a few important shifts in how you structure, write, and position your content.

The first thing to focus on is the structure of your content.

AI systems work by pulling small pieces of text from much larger pages. If your article is one long block of writing, it becomes difficult for a model to find the exact answer it needs.

This is why structure matters more than ever.

Clear section headings, brief paragraphs, and direct explanations make your content much easier to extract and reuse. Question-style headings work especially well because they mirror the way people ask questions in AI tools.

When a model sees a heading like “What Is ChatGPT SEO?” followed by a clear definition, it knows exactly what that section is about and where to pull the answer from.

The second shift is writing with citations in mind.

In traditional SEO, the goal was to rank.

In AI search, the goal is to be quoted.

This changes how you write.

Pages that perform well in AI answers usually do a few things consistently. They define terms clearly. They explain concepts in simple language. They avoid filler and marketing language. And they commonly include original frameworks, examples, or explanations that don’t exist anywhere else.

If your content sounds like every other blog post on the internet, there’s no reason for an AI system to choose it.

If your content explains something better than most other sources, it suddenly becomes very valuable.

Another important area is topical coverage.

AI systems rarely trust a site that only touches a topic once.

They look for patterns.

If your site has one article about ChatGPT SEO, that’s useful. If your site has multiple connected articles about AI search, generative optimization, entity SEO, schema, and content strategy, that sends a much stronger signal.

From an AI perspective, you’re no longer merely a page; you’re a source.

Internal linking plays a big role here. When your articles naturally reference each other, it helps AI systems understand how your content fits together and what your core areas of expertise are.

Then there’s schema and structured data.

Schema doesn’t directly “rank” your site in AI answers, but it helps machines understand what your content represents.

Article schema, FAQ schema, author markup, and organization schema all make it easier for AI systems to identify who wrote a piece, what it’s about, and how reliable it might be.

This becomes especially important as AI systems move toward entity-based understanding rather than keyword matching.

Finally, there’s the role of authority and references.

Backlinks still matter, but in AI search, unlinked brand mentions, citations, and references across the web are becoming just as important.

When your brand is consistently mentioned in high-quality articles, forums, documentation, and industry resources, AI systems begin to recognize it as part of the trusted landscape.

Over time, this increases the likelihood that your content will be cited again.

The overall pattern here is subtle but powerful.

You’re no longer optimizing only for an algorithm.

You’re optimizing for a system that is trying to understand, summarize, and recommend the web.

And the easier you make that job, the more visible you become.

Using ChatGPT as an SEO Tool (Workflows & Prompts)

So far, we’ve talked mostly about optimising content for AI search.

But there’s another side to ChatGPT SEO that’s just as useful.

Using ChatGPT as an SEO tool.

When used properly, ChatGPT can speed up research, improve content quality, and help you think through SEO problems faster. It’s not a replacement for tools like Ahrefs or Semrush, but it’s an extremely useful layer on top of them.

The key is knowing what it’s good at and what it’s not.

One of the most effective uses of ChatGPT is keyword discovery and topic expansion.

ChatGPT is very good at understanding how people phrase questions. If you give it a broad topic and ask it for common questions, subtopics, or beginner-to-advanced concepts, it can quickly generate a list of angles you might not think of on your own.

This works especially well for:

• Long-tail queries
• “How does” and “What is” style questions
• Comparison and alternative topics

You still need to check these ideas in real keyword tools, but ChatGPT is excellent for drafting a topic map.

Another powerful use case is content ideation and outlining.

Instead of looking at a blank page, you can ask ChatGPT to suggest:

• Blog outlines
• Section ideas
• Logical article structures
• FAQ questions

This doesn’t mean you should publish what it gives you.

But it’s a very fast way to organize your thinking and make sure you’re covering a topic thoroughly. Many of the best SEO articles now start as human-edited versions of AI-produced outlines.

ChatGPT is also helpful for on-page optimization.

You can use it to:

• Rewrite titles and meta descriptions.
• Suggest better headings
• Simplify complicated paragraphs
• Improve internal linking ideas.

For example, pasting a draft into a comment and asking, “How can I make this clearer for beginners?” often yields surprisingly useful suggestions.

Where ChatGPT becomes especially valuable is in content refreshing.

Updating old articles is one of the easiest ways to improve rankings, and ChatGPT is very good at spotting gaps. You can ask it to:

• Summarize what a page currently covers.
• Suggest missing subtopics
• Rewrite outdated explanations
• Boost clarity and flow.

This can turn an average article into a much stronger resource in a short amount of time.

That said, there’s an important limitation to keep in mind.

ChatGPT does not know:

• Real search volume
• Keyword difficulty
• Live rankings
• What your competitors are doing

It also tends to produce generic writing if you let it.

This is why the best workflow is a hybrid one.

Use ChatGPT to think, brainstorm, and refine.

Use traditional SEO tools to validate, measure, and prioritize.

And always edit the final content yourself.

The teams that get the most value from ChatGPT are not the ones who let it write everything.

They’re the ones who use it as a fast research assistant and then apply real SEO judgment on top.

Best ChatGPT SEO Tools & Platforms in 2026

As ChatGPT SEO becomes more important, a new category of tools is emerging.

Some help you use ChatGPT more effectively for SEO. Others try to measure how visible your brand is inside AI answers. And a few are designed specifically to help you maximize content for generative search.

None of these tools replaces traditional SEO platforms. But together, they give you visibility into a part of search that most teams still aren’t tracking properly.

Here are some of the most useful tools for ChatGPT SEO in 2026.

ChatGPT (with Browsing & Advanced Models)

The obvious place to start is ChatGPT itself.

With browsing enabled, ChatGPT can search the web, pull in live sources, and show you which sites it’s using to build answers. This makes it one of the simplest ways to test whether your content is visible in AI search.

You can use it to:

• Ask questions related to your niche and see which brands get cited.
• Test how your content is summarized.
• Check whether your competitors appear more often than you do

It’s not a formal tracking tool, but it’s extremely useful for manual audits and early testing.

Perplexity AI

Perplexity has quietly become one of the most important platforms in AI search.

Unlike ChatGPT, it shows citations by default. That makes it one of the easiest ways to see which sites are referenced for a specific topic.

For ChatGPT SEO, Perplexity is useful for:

• Discovering which domains dominate AI answers in your niche
• Identifying citation trends
• Finding content formats that get referenced most often

Many SEO teams now use Perplexity almost like a second search engine.

Ahrefs & Semrush (AI + Discussion Features)

Traditional SEO tools still matter a lot, just in slightly different ways.

Platforms such as Ahrefs and Semrush are still the best tools for:

• Keyword research
• Backlink analysis
• Competitor tracking
• Content gap analysis

But they’re also becoming useful for ChatGPT SEO in indirect ways.

For example, you can:

• Find keywords where forums and discussions dominate the SERP.
• Identify pages that already rank for “AI-friendly” queries.
• Track brand mentions and unlinked citations

These signals often correlate highly with AI visibility.

LLM Visibility & GEO Tools (Emerging Category)

A new class of tools is emerging specifically for AI search and GEO.

These tools try to answer questions like:

• Does my brand appear in ChatGPT answers?
• How often am I cited compared to competitors?
• Which prompts surface my content?

Some early examples include:

• LLM visibility dashboards
• Brand mention trackers for AI
• Prompt-based monitoring tools

This category is still very early, but it’s likely to grow quickly over the next year.

Schema & Entity Tools

Tools that support structured data and entity SEO are becoming increasingly valuable in an AI-driven world.

Platforms that manage:

• Author schema
• Organization markup
• FAQ and article schema
• Entity relationships

make it much easier for AI systems to understand who you are and what your content represents.

While a schema alone won’t make you rank in AI answers, it removes a lot of ambiguity, which helps models trust and classify your content more accurately.

The important thing to understand here is that there is no single “ChatGPT SEO tool” yet.

Most teams are still combining:

• Traditional SEO platforms
• Manual testing in AI tools
• Brand monitoring
• Content audits

The companies that win in this space are not the ones with the fanciest dashboards.

They’re the ones who understand how AI search works and use the right tools to support that strategy.

How to Track Rankings & Visibility in AI Search

One of the hardest parts of ChatGPT SEO is that there’s no simple way to track it.

In traditional SEO, everything revolved around rankings. You could open a tool, type in a keyword, and see exactly where you stood.

AI search doesn’t work like that.

There is no stable “position one” inside ChatGPT. There is no universal results page. And the same question can produce slightly different answers depending on how it’s phrased, who is asking, and which model is being used.

So how do you measure progress?

The first thing to understand is that in AI search, visibility matters more than rankings.

Instead of asking “what position am I in?” a better question is:

• Does my brand appear in AI answers at all?
• How often am I mentioned compared to competitors?
• Am I being cited as a source, or just summarized indirectly?

This changes what you track.

One simple but surprisingly effective method is manual prompt testing.

Pick a small set of important queries in your niche and regularly ask them in tools like ChatGPT and Perplexity. Pay attention to:

• Which brands are mentioned
• Which domains are cited
• Whether your content appears directly or indirectly

Over time, you’ll start to see patterns.

If your brand begins showing up more often among different prompts, that’s a strong signal that your AI visibility is improving, even if your Google rankings haven’t changed much.

Another useful signal is brand mention observation.

AI systems depend heavily on what the web says about you. If your brand is being mentioned more often in articles, blog posts, documentation, and forums, your chances of appearing in AI answers increase.

Tools that track unlinked brand mentions, citations, and references can give you a rough proxy for how visible and trusted your brand is becoming.

This is also where customary SEO metrics still matter.

Pages that rank well, attract links, and earn mentions tend to perform better in AI search as well. Tracking:

• Growth in referring domains
• Increases in branded search volume
• Mentions across authoritative sites

Often matches strongly with improved AI visibility.

Some teams are starting to track a new metric: prompt share.

This means running the same set of prompts regularly and measuring:

• How often does your brand appear?
• In which position does it appear in the answer
• How much of the answer is based on your content

It’s not perfect, but it gives you a directional signal, which is usually enough at this stage.

The important thing to remember is that ChatGPT SEO is still very early.

There is no standard dashboard yet. There is no single KPI that tells the full story.

The teams that succeed here are the ones who treat AI search like a new discovery channel and focus on trends over time, not day-to-day fluctuations.

If your brand is being mentioned more often, cited more frequently, and recognized more clearly by AI systems, you’re moving in the right direction.

ChatGPT SEO vs Traditional SEO (What Still Matters)

With all the attention around AI search, it’s easy to think that traditional SEO is suddenly obsolete.

It’s not.

In fact, one of the most important things to understand about ChatGPT SEO is that it doesn’t replace classic SEO. It builds on top of it.

Most of the signals that make a site visible in AI search are still rooted in the same fundamentals that have worked for years.

Technical SEO still matters.

If your site is slow, poorly structured, or difficult to crawl, AI systems are much less likely to trust or reuse your content. Clean URLs, accurate indexing, mobile performance, and basic site health remain the foundation of everything else.

Superior content still matters.

AI systems are trained on massive amounts of text, and they are very good at detecting shallow, repetitive writing. Pages that really explain a topic well, show experience, and add something new are far more likely to be referenced than generic SEO content.

Backlinks still matter, too.

Authoritative links remain one of the strongest trust signals on the web. Sites that earn links from respected publications, industry blogs, and documentation pages tend to perform better not only in Google rankings but also in AI answers.

Where things start to change is in how much weight different signals carry.

In traditional SEO, rankings were the main outcome.

In AI search, mentions and citations often matter more.

A page that ranks fifth on Google but is clearly written, well structured, and frequently cited across the web may appear in AI answers more often than a page that ranks first but offers little original insight.

Another difference is how authority is evaluated.

Classic SEO focuses heavily on page-level signals.

AI search looks much more at brand-level authority.

Instead of asking “Is this page relevant?” AI systems progressively ask, “Is this a reliable source overall?”

That means things like:

• Consistent publishing on a topic
• Clear author profiles
• Mentions across multiple trusted sites
• Strong topical coverage

matter more than they used to.

The final big shift is how success is measured.

Traditional SEO success was easy to define: rankings, traffic, conversions.

In ChatGPT SEO, success is usually quieter.

You might see:

• More branded searches
• More direct traffic
• More mentions in conversations
• More citations in AI tools

even if your organic traffic graph doesn’t change dramatically at first.

The key point here is simple.

If you’re doing good SEO today, you’re already doing a large part of ChatGPT SEO.

You don’t need to throw away your existing strategy.

You just need to adapt it by focusing more on authority, clarity, and becoming a source that AI systems actually want to reference.

Common Mistakes in ChatGPT SEO

Because ChatGPT SEO is still new, many people are approaching it the wrong way.

Some are overthinking it. Others are trying to “game” it. And many are simply copying advice that worked for traditional SEO without adjusting for how AI search actually works.

Here are some of the most common mistakes I see.

The first is trying to optimize directly for ChatGPT.

It’s tempting to think you can sprinkle “ChatGPT SEO” keywords into a page and suddenly start appearing in AI answers. That’s not how it works.

ChatGPT doesn’t rank pages based on keyword density. It selects sources based due to clarity, usefulness, and trust. Writing content specifically “for AI” often results in awkward, unnatural pages that perform poorly across the board.

The goal is not to impress a model.

The goal is to create content that explains something better than most other sources.

The second mistake is publishing generic AI-written content.

This one is becoming very common.

Because ChatGPT makes it easy to generate articles quickly, many sites are now publishing large volumes of shallow, repetitive content. From an AI perspective, this is almost the worst thing you can do.

If your article looks like ten other articles already on the web, there is no reason for an AI system to choose it.

Original explanations, first-hand experience, clear frameworks, and unique examples matter much more than volume.

The third mistake is ignoring brand and author signals.

Many people focus only on pages and forget about the bigger picture.

AI systems care a lot about who is behind the content.

If your site has no clear author, no bio, no about page, and no external mentions, it becomes very difficult for an AI model to treat you as a reliable source, even if your writing is good.

Strong author profiles, consistent branding, and visible expertise now play a much bigger role than they did a few years ago.

Another common mistake is chasing tools instead of strategy.

New “GEO” and “AI SEO” tools appear almost every month. Some are useful. Many are not.

But no tool can fix weak content or a lack of authority.

The teams that win in AI search usually spend more time improving:

• Content quality
• Topical depth
• Brand mentions
• Internal linking

than chasing the latest dashboard.

There’s also a tendency to ignore traditional SEO fundamentals.

Some people assume that because AI search is different, technical SEO, backlinks, and rankings no longer matter.

They still do.

Most sites that perform well in AI-generated answers are also strong performers in classic SEO. AI visibility usually sits on top of a healthy SEO foundation, not instead of it.

Finally, one of the biggest mistakes is expecting fast results.

AI search creates trust slowly.

You rarely publish one article and suddenly start appearing in ChatGPT answers the next week. Visibility usually improves gradually as your site publishes more high-grade content, earns more mentions, and becomes more clearly associated with a topic.

The pattern here is simple.

The best ChatGPT SEO strategies don’t look very clever.

They look a lot like good publishing, good branding, and good SEO, done consistently over time.

The Future of ChatGPT SEO & AI Search

If there’s one thing that’s clear right now, it’s that AI search is still in its early stages.

What we’re seeing in 2026 is not the final version of how search will work. It’s the beginning of a much bigger shift.

Over the next few years, AI answers are likely to become the default interface for a large portion of searches. Instead of typing a query and scanning results, more users will simply ask a question and accept the first answer they’re given.

This has a few important implications.

The first is that brand exposure will matter more than rankings.

In a world with ten blue links, being in position three or four was still useful.

In a world with one AI-generated answer, only a handful of sources shape the outcome.

If your brand is not part of that small group, you effectively disappear from the conversation.

This is why brand-level authority is becoming so important.

AI systems are moving away from evaluating pages in isolation and toward evaluating sources as a whole. They want to know which companies, publications, and experts consistently produce reliable information.

Over time, this will likely create a much stronger “winner takes most” effect in many niches.

Another big shift is how discovery works.

In traditional search, users often discovered new brands by clicking through results.

In AI search, discovery is mediated.

Users don’t see ten options; they see a summary that already reflects someone else’s judgment about what matters.

This makes being cited by AI systems one of the most powerful forms of distribution on the internet.

It’s not just traffic.

Its reputation.

We’re also likely to see the rise of Generative Engine Optimization as a formal discipline.

Just as SEO evolved into technical SEO, content SEO, and entity SEO, GEO will probably become its own specialization. Teams will focus specifically on:

• Becoming citation-worthy
• Building entity authority
• Monitoring AI visibility
• Optimising content for extraction and summarization

Not to manipulate systems, but to ensure their expertise is precisely represented.

At the same time, traditional SEO is not going away.

Google will continue to send massive amounts of traffic. Rankings will still matter. Backlinks will still matter. Content quality will still matter.

The difference is that SEO will no longer be the only gateway to visibility.

AI systems are becoming a second layer between your content and your audience.

And learning to work with that layer rather than fight it is quickly becoming a competitive advantage.

The teams that adapt early will have a significant head start.

They’ll build authority before the space becomes crowded. They’ll become default sources in their niches. And they’ll benefit as AI search adoption continues to grow.

In many ways, ChatGPT SEO today feels a lot like SEO did in the early 2000s.

Messy. Unclear. Full of speculation.

But also full of opportunity.

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