The First Page of Google is Becoming Irrelevant

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