You used to rank with blogs, backlinks, and keywords.
Now, none of that guarantees visibility.
When you search for something on Google…
You might see an AI-generated answer box. Not every search triggers it (yet)… but it’s a preview of what’s coming.
Scroll down and you’ll see companies AI already trusts.
In time, if you’re not in that box, you’re invisible.
I’ve been watching this shift unfold over the past year, and here’s what I’m predicting:
In the future, people won’t search for options.
They’ll trust AI’s pick or go straight to the brand they already know.
If that’s not you, you’re out.
→ There will only be 2 ways to win:
1. AI recommends products/brands based on strong signals across the internet
2. The consumer already knows your name and asks for you directly
If you don’t show up, or you haven’t built brand goodwill, you’re not getting chosen.
Two major shifts are already here. Ignore them and your brand won’t survive.
→ SHIFT ONE: AI IS REWRITING THE RULES
You don’t “rank” anymore.
You get mentioned if the AI thinks you’re legit.
That trust doesn’t just come from your website.
It comes from your presence across the entire ecosystem.
If you’re not showing up everywhere,
You’re not getting recommended.
Where AI is looking:
– LinkedIn
– Google Business
– YouTube
– Instagram/Facebook
– Reddit
– Trustpilot
– Forums, reviews, content… everywhere
AI isn’t scanning for keywords.
It’s scanning for consistency, visibility, engagement and trust signals.
→ SHIFT TWO: SEARCH IS DISAPPEARING
People won’t say, “Find me a coffee machine.”
They’ll say, “Get me a Nespresso.”
They won’t ask, “What’s a good lawn service?”
They’ll say, “Book Jim’s Mowing.”
If your brand doesn’t live in people’s minds,
You won’t be in the conversation.
This isn’t some distant trend. It’s already here.
If your brand doesn’t exist everywhere,
You soon won’t exist at all.
Loop back to me in 2030 and let me know how your buying habits have changed. (Assuming you don’t just ask AI to find this post for you.)
P.s. Video is one of the best ways to engage and show-up online 😉
GOOGLE KILLED SEO. Most people haven’t realised yet.…and this is just the beginning.
