Back in 1996, Bruce coined the term “search engine optimization.” He was there when AltaVista and InfoSeek ruled the web, and he helped shape the early playbook for getting visibility online.
But now, Bruce says the game has changed—and the old rules no longer apply.
In our thinkfuture conversation, Bruce explains why AI-powered search assistants like ChatGPT are disrupting SEO by giving users direct answers instead of sending them to websites. The result? A looming collapse in traffic for informational sites and a need to completely rethink how we create and distribute content.
We talked about:
How search evolved from simple hacks to today’s algorithmic complexity
Why Google updates have made it harder than ever to maintain visibility
How AI is bypassing the click-through economy altogether
What SEO pros must do to adapt: structured content, authority, and trust signals
Why “People Also Ask” and AI-ready formatting matter more than keywords
How Bruce’s own AI tool, PreWriter, helps writers create optimized, research-backed content
The future of search and advertising in a world dominated by AI-powered assistants
Bruce has seen it all—and his perspective is clear: SEO isn’t dead, but it’s evolving fast. To survive in the AI era, creators and businesses need to shift from chasing algorithms to building trust, authority, and AI-readable content.
