• Focus on answering real user questions instead of chasing keywords
• Prioritize strong site structure and schema for AI readability
• Adapt to zero-click search by rethinking how success is measured

Generative AI is reshaping how brands appear in search, shifting attention away from traditional rankings and toward direct answers. This MIMA panel highlights how success now depends on clear, structured content and a deeper understanding of audience needs, bringing SEO back to its core purpose while forcing marketers to rethink visibility and attribution.