The SEO industry is like a slow-paced action movie, and you simply cannot look away. Recently, we've seen: The  Crocodile Effect from low traffic and high impressions Snakeoil salesmen using content volume to pad declining clicks Fearmongers claiming SEO is dead, at least once a month Digital PR taking its rightful place at the adult’s table  My neurospicy brain loves the chaos! In this article, I share my take on the trends dominating search right now and what you should focus on to win visibility in AI search. PS: This blog post is a repurposed version of  a podcast I recorded with Jon & Marc from  RR Digital . Give it a listen to hear my unfiltered take, or keep reading for the PG version. AI content strategy 1. Should we use AI to create content? Yes, but there’s a caveat. The problem isn’t AI, but how you use it. AI is terrible at strategy but great at execution. If you expect LLMs to come up with solutions and basically do your job, you won’t get great outputs.…