Search optimisation is deterministic. The algorithms are quite sophisticated but even an older LLM can easily work around them right now. There will be some kind of AI arms race but I think the net effect of that will destroy search as a platform. What arises from the ashes? I can only speculate. Possibly distributed search. Possibly something like torrent swarms. uTorrent's distributed search has been available for decades and it's surprisingly resilient. Possibly something like I2P or Tor. Possibly AI agents creating amorphous and transient search tasks/communities. Even in these early days it's possible to cobble together hobby search engines using various sources for cheap/free.
I think Google sees the writing on the wall, which is why they're trying to turn Google search into an AI chatbot.
I think Google sees the writing on the wall, which is why they're trying to turn Google search into an AI chatbot.