Behind the SERPs: The Great Decoupling and the End of Traditional Search
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Behind the SERPs: The Great Decoupling and the End of Traditional Search
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In this first episode of Behind the SERPs, we break down The Great Decoupling and what it means for content, SEO, and visibility in 2026.
Search no longer works the way most teams think. Discovery has shifted from blue links to AI-native engines that compress, cite, and recommend content differently. We explain why rankings alone no longer equal visibility, how AI citation has become the new metric, and why many brands are losing ground without seeing it happen.
We cover:
Why traditional search is shrinking while AI-native discovery grows
How authority, credibility, and brand now drive visibility
The shift from content libraries to knowledge systems
Why CMOs and content teams feel behind and what they are missing
What to fix first if you want your content to stay visible in AI-driven search
This episode sets the foundation for the show. It gives you a clear mental model for how search works now and what needs to change if you want to stay relevant behind the SERPs.