SEO’s existential threat is AGI — just not how you think. Agents that retrieve and complete are already replacing the work search used to do. And as this happens, traditional SEO doesn’t just fade. It's value erodes...to zero? duaneforresterdecodes.substack.com/p/seos-exist... - ThreadSky

duaneforrester.bsky.social • 8 days ago

SEO’s existential threat is AGI — just not how you think.
Agents that retrieve and complete are already replacing the work search used to do. And as this happens, traditional SEO doesn’t just fade. It's value erodes...to zero?
https://duaneforresterdecodes.substack.com/p/seos-existential-threat-is-agi-but

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mariehaynes.bsky.social•7 days ago

Thanks for this Duane. Have you seen this article called the illusion of the illusion of thinking? It disputes Apple's paper saying the study design was flawed.

The first author on the paper is interesting too.

https://arxiv.org/html/2506.09250v1

ammonjohns.bsky.social•8 days ago

It is still about algorithms. At the end of the day, a computer system is tasked with ranking relevancy, and the job of SEO is to ensure that goes well for the site/client. It really doesn't matter what the algorithms are named, only that we understand they are systems and algorithms.

ammonjohns.bsky.social•8 days ago

In this light, it would be _closer_ to true to say that Marketing, human persuasion, has decreased in value where that human may be cut out of the decision making and purchasing process. SEO, by contrast, become proportionately MORE important.

ammonjohns.bsky.social•8 days ago

However, the more truthful is that Marketing is involved in hiring the SEO, or doing the deal with a specific agent producer to be a preferred supplier, etc. As ever in SEO, the more things change, the more they really stay the same. New names, but same old processes under it all.

duaneforrester.bsky.social•8 days ago

I’ll just say that while I appreciate and respect your POV here Ammon, I almost completely disagree. This is so different, my concern is that thinking it’s basically the same is going to strand people who could have otherwise shifted. But, different POVs are entirely OK. 🤝🙏

ammonjohns.bsky.social•8 days ago

Maybe we're missing each other's perspectives? For me, there's still a relevancy algorithm, it is just that instead of it being wrapped as a search engine, it is within the processes of the AI. It is still 'searching' its database for relevancy and outputting results. It's "I'm feeling lucky" plus.

ammonjohns.bsky.social•8 days ago

I think of it as simply a level of abstraction, of distancing, of the search process - but the process itself is still there, behind the scenes, and we still have the ability to analyse how those signals are built, and ways in which we might most efficiently influence them.

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