On "Duane Forrester: AI is rewriting SEO, but the mission is the same"

Forrester's right that the mission doesn't change, but he's underselling how radically the tactics have to shift — and most teams aren't shifting fast enough. When AI can generate plausible content at scale and Google's own systems are getting harder to read, "serve users and build trust" becomes actively harder to execute, not easier. The real test isn't whether you believe in timeless SEO principles; it's whether you can actually apply them when your old playbooks are obsolete and your competitive moat just evaporated. That's the uncomfortable part he's glossing over.