A professor rewriting a digital marketing module asked me this recently, and it is the reasonable version of a question the industry keeps asking in a louder voice: is SEO dead? If AI assistants now answer the questions that used to return ten blue links, should the SEO weeks give way to AI weeks? I have been doing SEO since 2010, which means I have heard that it is dying for my entire working life. The short answer: yes, SEO is still worth teaching, but the 2015 version is n

On Friday, Google published official guidance on how to optimise for the generative AI features inside Google Search. The most-quoted sentence is also the most useful: "Optimising for generative AI search is optimising for the search experience, and thus still SEO." The argument that follows is that AEO (answer engine optimisation) and GEO (generative engine optimisation) are not new disciplines, that several proposed "AI optimisation hacks" are nonsense, and that the core pr

Novela, the marketing simulation platform used at over 40 universities including Columbia, Northwestern Kellogg, Imperial College London, King's College London, Oxford, and McGill, today announced Novela AI Search — its sixth simulation and the first interactive training environment designed to teach marketing decisions in an AI-powered search landscape.