Even in tech, an industry that thrives on rapid change, AI is accelerating everything it touches by orders of magnitude. AI-powered search engines like Perplexity are gaining mainstream momentum, SearchGPT is securing deals with publishers to sidestep copyright issues, and your friendly neighborhood SEO is pinching the bridge of their nose.
To get a broader perspective on the evolution of search, I turned to Mikkel deMib, a Denmark-based SEO who has been doing SEO since before it was called SEO. 'The first few years, we called it 'search engine positioning,'' he tells me.
The switch to mobile, he recalls, was first prophesied around Y2K, shortly after the introduction of wireless application protocol (WAP) that allowed mobile devices to connect to the internet. 'And of course it totally failed,' deMib says, because 'from a usability point of view, it was terrible.'
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