SEO

SEO is the oldest of the search disciplines and still the widest: technical health (crawlability, indexation, canonical tags, page performance), content that matches what people actually search for, internal linking that keeps every page reachable, and the external links that decide how much authority any of it carries. The sequence it optimizes is simple to state and hard to finish — crawled, then indexed, then ranked, then clicked.

Generative AI did not retire it. Answer engines and AI Overviews mostly retrieve before they generate, so a page that is blocked, unrendered or unindexed cannot be quoted by a system that never found it. That is why the newer acronyms — AEO, GEO, DEO — are better read as different outcomes on shared work than as replacements for it. The shared work is this one.

What has changed is the measurement. Rankings and clicks no longer describe the whole of visibility, because a growing share of product research happens inside an assistant that never sends a click. Treat position as an input and revenue as the output: the launch plan sequences the technical baseline, indexation and link work in the order that actually unblocks each step, and the AI search guide covers the layers that sit on top.