In November I pulled our team's project boards into a spreadsheet and counted hours. Not because I love spreadsheets; because we'd been telling clients we were "moving to GEO" and I had no idea if that was true or just the thing we said in calls. The honest answer turned out to be approximately 30%. Three out of every ten hours that had been categorized as SEO work six months earlier was now categorized as something else, mostly things with names like "answer audit," "entity disambiguation," or "citation tracking." The shift didn't feel like a strategy. It felt like a slow drift, the way a glacier moves. Most weeks nobody made a decision; we just kept doing the next sensible thing, and six months later the work looked different. This is what survived the shift, what didn't, and what I'd warn anyone against doing if they're starting the same migration with their own team. What stuck: brief templates and source-of-truth pages The boring stuff stuck.…