Source: Beet
VML's approach signals a hard pivot from the keyword-optimization era. As AI search engines (Claude, Perplexity, ChatGPT) replace traditional Google queries, brands can no longer game rankings through technical SEO. They need coherent, consistent narratives that survive cross-source verification and synthesis. This shifts competitive advantage from content studios optimizing for algorithms to brand teams that maintain unified messaging across owned channels, third-party coverage, and product experience. SEO budgets will increasingly flow toward brand strategy and reputation management rather than link-building consultancies.