The most interesting thing about Gemini isn't the model. It's the deployment. When you have access to Search, Chrome, Android, Gmail, and Workspace, AI suddenly becomes a very different problem.
I wonder how long it will be before Search Console integrates specific AI data.
Because more and more users are discovering content outside of the traditional SERP.
And that traffic is still very difficult to understand today.
Many people are using ChatGPT, far fewer are using ChatGPT Projects. Yet it might be one of the most underrated features for those working in SEO, content, and research.
For years, Google has been trying to understand the web, now we're seeing AI companies trying to understand Google.
An interesting dynamic:
LL.M.s are becoming interpreters of the search engine.
If you had to build Google from scratch today,
would you start with a search box
or a conversation?
This question probably explains much of what's happening in the industry.
Claude Code could be the most important AI product of 2026 for those working in technical SEO. Not because it writes code. Because it's starting to eliminate a huge amount of operational work that used to require developers.
In recent months, we've talked a lot about AI replacing Google.
Perhaps the most interesting story is another.
Google is becoming more and more like an AI assistant,
while AI assistants are becoming more and more like search engines.
And the two are starting to converge.
One thing that strikes me about AI Search:
the better it becomes at responding,
the more important it becomes to be the original source of information.
For years, the advantage was aggregating content.
Now it could go back to creating something that doesn't already exist.
SEO in 2020:
"How can I get found?"
SEO in 2026:
"How can I get understood?"
It seems like a small difference, but it isn't.
One thing I'm noticing more and more often:
The sites that perform best in AI responses don't necessarily appear to be the most optimized. Often, they're simply the ones that best explain a topic.
