Generic how-to content is getting swallowed by AI answers. The content that still wins is the stuff you actually do and document. Here's the real shift in search, plus the MCPs and Claude skills I'm building in my own business right now.

Search changed. People now show up already researched, already decided, ready to act. Fewer of them reach you, but the ones who do are further along than ever. Here's the shift from SEO to AEO and how to write so the AI picks you.

Google just updated its core algorithm — but that's not the shift that should have your attention. The bigger story is AI search: how buyers are using ChatGPT, Perplexity, and Google's AI Overviews to find creators like you before they ever land on your website. Here's what's changing, what it means for your content, and exactly where to focus.