Lily Ray says GEO hype is noisy and experienced SEOs still matter
gaganghotra_ · x · 2026-07-24
Lily Ray’s advice to CMOs is to stay skeptical of the GEO/AEO hype: a lot of the loudest voices, she says, do not actually understand what is happening.
Her main point is that seasoned SEOs are still the best positioned for AI search work, because much of it still depends on web retrieval. In other words, SEO is not dead — and marketers should not buy the “SEO is over” narrative.
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