Ranking is out, visibility is in as publishers chip away at AI search optimization

The AI search era is rewiring the goal from ranking to visibility, and publishers are slowly but steadily tuning their playbooks.

Think of it as zero-click mechanics. That means optimizing for citations, tracking and interpreting assistant referrals, and clean feeds – structured data to make it easy for LLMs to read, not just blue links. 

Anyone unconvinced the blue-links era is fading need only have listened to publishers at Digiday’s Publishing Summit Europe town hall last week in Lisbon to hear the true state of things. 

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