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The SEO landscape is undergoing a profound transformation driven by artificial intelligence, and staying ahead requires understanding how these changes impact traffic, revenue, and content strategy.
Many website owners are noticing a curious trend: overall traffic numbers are declining, yet revenue remains stable. This pattern reveals a critical shift in how we should measure SEO success - quality now trumps quantity. While AI overviews and search assistants are absorbing top-of-funnel informational queries, users with purchase intent are still finding their way to the right websites and converting. This creates a significant challenge for sites monetized through display advertising, which depend directly on raw page views, but presents opportunities for those focused on sales and conversions.
To thrive in this evolving environment, building genuine topical authority is essential. Creating deep, interconnected content clusters that demonstrate comprehensive expertise makes your site a reliable resource for AI systems to reference. The sites I've seen continue to perform well are those providing unique value by synthesizing hard-to-obtain data or offering insights that search engines cannot easily replicate. Remember that AI models still source their information from the open web, using many of the same signals search engines have traditionally valued.
During my recent break from regular podcasting, I've been experimenting with using AI to transform my podcast transcripts into a structured book format, developing new tools with RAG (Retrieval Augmented Generation), and using AI agents for rapid prototyping. These experiences mirror the broader lesson that success in both SEO and life requires persistence, continuous improvement, and adaptability. Want to discover how to optimize your content for this new era? Visit keywordspeopleuse.com to try our SEO intelligence platform and learn how to build genuine topical authority that performs in the age of AI.

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"Werq" Kevin MacLeod (incompetech.com)
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