Everybody's got a plan until they get punched in the face.
Remember this infamous quote from Mike Tyson?
Everyone’s got a plan until they get punched in the face.
It’s funny, but also painfully true. In boxing, in business… really in anything worth winning.
Even the most “bullet-proof” strategies can crumble the second they take an unexpected hit.
Lately, I’ve been thinking about that in the context of SEO.
This year, Google’s search traffic took a massive right hook (its first traffic decline in two decades). Apple exec Eddy Cue dropped that bomb back in May. He’d know since Google has been the default search engine in Safari since the first iPhone launched in 2007.
It’s honestly not shocking. If you’re anything like me, you’re spending about half your day conversing with LLMs. Hell, I’d go to social media before Googling, in most cases.
It’s not just us. It’s a tidal shift. And that’s exactly why Apple is eyeing acquisitions of AI platforms like Perplexity and Claude.
Now, back to Tyson for a second. Remember what happened right after he dropped that iconic line?
He bit a chunk of Evander Holyfield’s ear off.
I’m willing to bet a lot you have seen a chunk taken off your organic search traffic. That’s because these AI models aren’t playing by the same rules as traditional SEO.
And when Apple (or anyone else) turns the browser itself into the answer engine? That’s the knockout punch.
The market isn’t going to wait for you to figure this out. If you want to know where you stand today, now is the time to find out.
👂 What I’m hearing
I’ve been talking about this topic (AI search, not Mike Tyson) with a lot of marketing leaders lately.
A few things keep coming up:
“I know AI is changing how buyers find us, but I have no idea where to start.”
“I feel like we’re flying blind. I don’t know where we show up in AI, or if we do at all.”
“We haven’t figured out a strategy yet. It feels like SEO all over again, except it’s moving 10x faster.”
“I’ve tested some tools, I’ve gotten some data. What to do with that data? That’s where I get lost.”
The common thread?
No one doubts AI search will change (and has already changed) the game. The hardest part is getting started, and that’s where most brands are stuck right now.
I dug into this on a recent podcast with my buddy Greg Connolly, former CEO and co-founder of Trifecta. He had some killer ideas for cutting through the noise and making an immediate impact in AI search.
👀 What I’m reading
The same conversations I had with Greg and the marketing leaders I talk to each week are happening everywhere.
If you have a few minutes, here are two must-reads:
SEO is Dead. Say hello to GEO. (New York Magazine)
The New Yorker just put it plainly: AI search is blowing up the old content economy. When buyers skip the click and get their answers straight from LLMs, ranking #1 isn’t the revenue driver it used to be. The playbook has changed.
Brands press enter; GEO to show up more in AI searches. (The Economic Times)
The GEO wave is already breaking, and smart brands are paddling hard to catch it. This piece breaks down how some forward-thinking companies are making serious gains and what you can steal from their playbook.
☝️ What I’m doing about it all
You think I’m just going to sit by while everyone I talk to scrambles to figure this thing out? Not a chance.
I’ve been in the game a long time, and even though GEO is new to everyone, I’m not tackling it alone. I’ve got an incredible braintrust of marketers, engineers, and business leaders all working on a real approach.
And I’ve got good news: the first iteration is already here.
If you know AI is reshaping how buyers find and evaluate your brand (and you don’t want to be left playing catch-up), let’s talk. We’ll start building the strategy that can take whatever punches the AI era throws your way.
Talk to you soon.
–Brandon