OLD SEO
NEW SEO
WHAT IS IT?
A race to the top of Google’s page one. If you weren’t there,
you didn’t exist.
WHATIS IT?
SEO today is about credibility, rather than clicks. Success
means being retrieved, cited, and trusted – across Google
and Al platforms.
…
:
DESCRIPTION:
DESCRIPTION:
TT
Engine
Modern SEO is built on four layers:
GEO
Cited in LLMs like ChatGPT &
(Generativa Engine Optimisation)
Geminl
AEO
Appearing in Al summanies &
(Ansver Engine Optimisation)
overviews
AIO
Structuring data so Al tools &
(Allntegration Optimisationt
workflows can use it
SXO
Aligning UX, trust. & conversions
(Search_ Experlence Optimisation)
with user intent
Search
Optimisation
Search Engine Optimisation focused on beating algorithms.
Success came from keywords, backlinks, and technical tweaks
It worked but often prioritised visibility over real authority.
WHAT IT USED TO BE GREAT FOR:
WHAT IT IS GREAT FOR:
Driving large volumes of traffic
Helping new sites compete quickly
Monetising clicks through ads or lead funnels
Building durable authority that compounds over time
Being cited in Al-driven results and recommendations
E
Turning visibility into leads, sales. and long-term trust
KEY USE CASES:
Ranking blogs and landing pages with targeted keywords
Bullding backlink networks to climb the SERPs
Scaling content production for page- one coverage
KEY USE CASES:
Companies scaling content clusters rooted in expertise
Brands that want to be the source others reference
Founders aiming for discovery – demand – conversion
QUESTIONS TO ANSWER:
Are higher rankings leading to actual business outcomes?
Do clicks equal credibility, or just short-term wins?
Gil Are we optimising for algorithms or buildings for people?
QUESTIONS TO ANSWER:
Would Al or Google choose our content as the best answer?
Does our content prove credibility with evidence and examplest
Are we balancing optimisation for search engines and people?
POTENTIAL PROBLEMS:
Results vanish when algorithms update
Traffic without trust or conversions
There is no presence in Al-driven platforms where discovery now
happens
POTENTIAL BENEFITS:
Visibility across both Google and Al ecosystems
Retrieval and citations in tools people use every day
Stronger brand trust built directly into content
END GOAL:
Page-one rankings, traffic as the victory metric
END GOAL:
Be cited. Be trusted. Be chosen.
Not just visible but discoverable, credible, and preferred