News & Views
Reading the long cycles. What's actually changing in search, what isn't, and what the industry keeps mistaking for one when it's the other.
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Every few months, a wave of posts appears announcing that search as we know it is over. The model numbers change. The claims don't. GEO, AEO, ChatGPT citations — the flag is waving. Nobody is counting who walked past. The techniques powering the thing that's supposedly killing Google were invented by Google. That's not a footnote. That's the whole joke.
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More observations added as things worth saying present themselves.
No filler, no hot takes for the sake of it.
