The landscape of search engine optimization (SEO) is rapidly evolving due to the increasing use of AI chatbots, necessitating new strategies for brands to maintain visibility. A startup called Profound has emerged to assist brands in navigating AI-driven searches by providing insights into search queries and how AI ranks content. Recent reports indicate that algorithm changes are now the primary concern for SEO professionals, with a shift from content creation challenges to adapting to these changes. As AI-generated content becomes more prevalent, companies must refine their keyword strategies to focus on natural language and user intent rather than traditional high-volume keywords. Additionally, businesses are encouraged to produce high-quality, engaging content that answers user questions to remain competitive. The Charity Digital Skills Report highlights that many charities lack SEO skills, potentially hindering their online presence and audience engagement.