# SEO & AI Search

> SEO isn’t dying: it’s changing audience. Today we optimise for any system — Google, ChatGPT, Perplexity, Claude — that has to decide whether to understand you, trust you and cite you. I still call it SEO. The real work is called building a credible entity.

## How I got here

I started in 2008 ranking pages: one keyword, one intent, one SERP. It worked for years. Then engines stopped reasoning only in pages and started reasoning in entities and relationships. Today my work has moved from ranking pages to ranking entities: making sure any system understands who you are before it even reads what you write.

## What I believe

- **Entity first, keywords second.** If systems don’t know who you are, it doesn’t matter what you write.
- **Citable content beats long content.** AIs cite whoever takes a clear position, not whoever writes 3,000 words of filler.
- **Technical SEO is hygiene, not strategy.** Necessary, never sufficient.
- **Measure where you appear in answers, not just where you rank.** Average position no longer tells the whole story: what counts is how often, and in what context, you get cited inside a generative answer.
- **Verifiable sources are the new backlink.** A credential profile, a talk, an open-source contribution tell a machine you can be trusted more than any keyword density.

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Simone Bussoni — Co-founder & Digital Strategist, 56K Agency.