See more: https://thinkfuture.substack.comConnect with Bruce: https://bruceclay.com---AI is changing search forever—and the old rules of SEO may no longer apply.In this episode of thinkfuture, host Chris Kalaboukis speaks with Bruce Clay, an early pioneer of search engine optimization who literally coined the term “SEO” back in the 1990s. Bruce has been on the front lines of search since AltaVista and InfoSeek—and now, he’s sounding the alarm about how AI assistants like ChatGPT are rewriting the rules.We explore:- The evolution of search engines, from early hacks to today’s complex algorithms- Why Google updates have made visibility harder to maintain- How AI-powered search assistants are bypassing websites by giving direct answers- The looming decline of traffic to informational sites- How SEO professionals can adapt to the AI-powered search landscape- The role of trust, authority, and structured content in an AI-first world -PreWriter: Bruce’s AI-powered research suite that helps creators identify gaps, generate personas, and streamline content creation- The future of search, advertising, and AI-powered personal assistants handling everyday tasks like booking travel or recommending productsBruce brings a rare long-view perspective—having shaped the early SEO industry—and a pragmatic take on how creators, businesses, and marketers can survive and thrive in the AI era.If you’re in marketing, SEO, content creation, or just curious about how AI is disrupting the web as we know it, this episode is essential listening.

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