SEO and AI search
Being found in Google and cited by ChatGPT.
Search has two audiences now. One is a person scanning results. The other is an assistant reading pages to answer a question on somebody's behalf, and it never scrolls, never clicks a carousel and cannot see anything drawn in a canvas.
Both want the same thing, which is content structured plainly enough to be understood without effort. Real headings, a clear subject on every page, facts stated in a form worth quoting, and structured data underneath.
The work that moves the needle is rarely the work that looks like SEO. Usually it is fixing what a page actually says.