AI Search Is Exposing SEO’s Risk Of Losing Ownership Of GEO Outcomes

Tom Critchlow, a search marketer, argues that the rise of AI in search is highlighting a potential shift in who "owns" the outcomes of search engine optimization efforts. He suggests that as AI becomes more integrated into search, the traditional role of SEO in directly influencing and claiming credit for organic search results may be diminishing. This perspective raises questions about the future scope and responsibilities of SEO professionals.

This development is significant for SEO professionals, site owners, and marketers because it challenges the established understanding of their impact and value