Search behaviour is shifting. More people are asking AI assistants direct questions instead of scanning a page of blue links. This doesn't make SEO obsolete — it changes what good SEO looks like.
The fundamentals still hold: genuinely useful content, fast accessible pages, and clear structure. AI engines are trained on the same web and reward the same quality signals.
What's new is the importance of being citable. AI engines synthesise answers from sources they trust. Structuring content around clear entities and answering questions directly increases the chance of being the source an AI cites.
The practical takeaway: write content that answers real questions clearly, structure it well, and build genuine authority. That serves you across both traditional and AI search.