Is SEO a brand channel or a performance channel? Now it’s both
via searchengineland.com
Short excerpt below. Read at the original source.
For a long time, SEO had the simplest math in marketing: Rank higher → Get more traffic → Fill the sales pipeline To the dissatisfaction of marketing executives, that linear world is breaking fast. Between AI Overviews, zero-click SERPs, and users getting answers directly from LLMs, the old “rank to get traffic and leads” equation […]