SEO and PPC have traditionally been managed as two channels that share a results page. The coordination questions were about overlap: Should paid bid on terms the site already ranks for? Where is that overlap wasting budget? Which channel gets credit for the conversion? That model no longer fits the search experience. An AI Overview answers the query and cites sources, ads compete for the remaining attention, and organic results appear alongside Reddit threads and related searches. Searchers can move between those surfaces, refine their query, and repeat the process until they know enough to act. Search is now a loop: an AI answer shapes the…
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