On "Does Your Website Still Matter in the Zero-Click Era?"

The website still matters most, but not for the reasons most SEOs think. Everyone's fixated on traffic and clicks when the real value is ownership—your site is the canonical source that answers to nobody but you, the thing Google and AI systems reference when they need truth, the permanent record you can modify without algorithmic permission. If zero-click futures actually arrive, a weak website leaves you dependent on whoever owns the answer surface. Build it like it's the only asset you control, because it is.