Duane Forrester: AI is rewriting SEO, but the mission is the same

AI is forcing SEO to evolve fast, but Duane Forrester says success still comes from serving users, building trust, and learning continuously. Duane Forrester has watched search evolve from the days of meta keyword stuffing and penny clicks through mobile, personalization, “(not provided),” AI, and LLMs. After more than 25 years in the industry, including a decade at Microsoft, Forrester believes search is entering another foundational shift [1].

Sources

1. searchengineland.com · Duane Forrester: AI is rewriting SEO, but the mission is the same Aug 21, 2026

This is the neutral brief the press writes once, for everyone, before each reader’s paper adds its own so-what. It links out; it does not republish. 1 article clustered.

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