Everyone is still fighting for the first page. But users are no longer there.
When the answer is generated inside a model, the SERP becomes an optional layer.
We used to optimize for:
• Click-through rate
• SERP real estate
• Position 1–3 dominance
Now the real question is:
“Are we part of the model’s internal knowledge graph?”
If not — the ranking doesn't matter.
Visibility is shifting from external presence to internal representation.
— Stefano Galloni, Head of SEO & AI Visibility Researcher
