Search & SEO

Search marketing is undergoing fundamental transformation as AI reshapes lead generation and content strategy. Search Engine Journal published guidance on how SEO and PPC teams must adapt to AI-driven lead generation, emphasizing that traditional funnel models are being disrupted by AI-powered search experiences and conversational interfaces. The publication also detailed the emerging technical standards—MCP (Model Context Protocol), A2A (Agent-to-Agent), NLWeb, and AGENTS.md—that will power the 'agentic web,' where AI agents discover and interact with content on behalf of users. This represents a potential paradigm shift from keyword optimization to agent optimization. Meanwhile, content creators are grappling with trust and authenticity challenges in an AI-saturated environment, with a five-pillar framework emerging for creating AI-assisted content that audiences will actually trust. The common thread across these developments is that search marketing success will increasingly depend on understanding how AI systems—not just human users—discover, evaluate, and act on content.