The text discusses the changing landscape of search engines, particularly with the rise of AI-first interfaces like ChatGPT and Google's AI Overviews. Large language models (LLMs) are now a key layer in the discovery process, favoring content that explains things clearly, deeply, and with structure. This shift requires an adaptation of traditional search engine optimization (SEO) strategies, as LLMs tend to ignore keyword stuffing and hidden text. Instead, creating content that is structured, original, and relevant is crucial for both human searchers and AI systems. The article outlines principles and practices for balancing traditional SEO and LLM SEO, including finding a frontier concept, publishing the definitive source, structuring for machines, seeding authentic citations, and setting a refresh cadence. It also highlights the importance of tracking AI impact and adapting to an evolving landscape where no single metric confirms usage.