Staying competitive is "not just about being competitive with one another, it's being competitive with short-form video and that's sort of the direction you'll see them going towards," Harrington says.
This doesn't mean you should abandon SEO and focus exclusively on AIO. The two approaches are complementary, not competing. People still use Google extensively, and traditional search traffic remains valuable. The point is that comprehensive visibility requires optimizing for both channels. You need your content discoverable through conventional search engines and reliably cited by AI models. This dual approach captures traffic from users regardless of which discovery method they prefer.
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"We monitor the size, shape and growth of the [fire]," he adds, explaining that this helps to avoid false alarms triggered by pictures of fires, or fires on a TV screen, that happen to be in shot.
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