Google was once a "simple" algorithm driven tool. And SEOs built their entire marketing frameworks around it. But that's all changing.
When Microsoft made a $10 billion investment into OpenAI, they integrated chatGPT right into the bing search engine interface. Google announced their plans to also add generative AI right to their search platform, too. Marketers need to refine their SEO strategies to fit into this new landscape. If they don't, it'll start to impact organic traffic rankings and eventually revenue.