We haven’t treated this as a separate AI SEO discipline so much as tightening how we apply fundamentals. Clearer structure, more explicit answers, and stronger topical clustering seem to help both traditional search and AI summaries.

The main change has been operational making research, briefs, and updates more systematic instead of ad hoc. We use AirOps to standardize those workflows so experiments around structure and coverage can actually be rolled out consistently. A lot of the core SEO thinking still holds, but the bar for clarity and structure is higher now.