Law 5: Algorithms Are a Moving Target
When search engine optimization first got going, it wasn’t hard if you put the work in.
If you published high quality content, Google recognized it. Like we did for GE, Credit Suisse, Dell, Pfizer and many others.
Some of our work is still sticking to the side of search, like a barnacle on a ship.
Try a search for How Loud is a Wind Turbine. The infographic you see. We created it for GE more than a decade ago.
Back then, media outlets were hungry for content they could monetize via ads. Business Insider even syndicated our investment insights from Credit Suisse.
It was the golden age of SEO.
But like all good things, it came to an end, and it became much harder to rank in search queries. Both because Google changed its algorithm again and again and because new media became more important. Namely, video and social media.
Suddenly, you needed paid support to get noticed. Very convenient for Google and Meta.
We’ve been stuck in this increasingly inefficient and expensive loop until ChatGPT burst onto the scene.
Information discovery changed, and we’re now in the golden moment for AIO.
If you follow the laws of AIO, if you know your objective, purpose, mission, if you know and analyze your queries, you have the opportunity of a lifetime to influence the AI answers that matter to you.
But this window will close.
Not tomorrow. Probably not in 2026. But the algorithms behind ChatGPT, Perplexity, Google AI Overviews, they will change.
They will have to.
Right now, even subscribers, paying customers, are being subsidized.
The real cost of a GPT pro account is estimated at [ADD].
The LLMs will have to make money, and when they do, they are going to integrate advertising, and they are going to stop ingesting content at the same pace and in the same way.
When that time comes, if you’re not ALREADY in the right answers in the right way, it may get as hard to break into the chatbot responses…as it is to land the first page in Google search.
Now is the time to accept the information discovery has changed and move fast.
In the next law, we tell you how to get started.