as Schwartz dug deeper into the mechanics of AI’s role in search, his perspective evolved. He now sees AI not as the death knell of SEO, but as a catalyst for change. "SEO isn’t dead—it’s just evolved,” he explained. The key takeaway: businesses need to shift their focus from just ranking to delivering real value across various touchpoints in the user journey.
Where valid HTML does make an impact is in the overall user experience and accessibility of a site. Poorly structured HTML can lead to rendering issues across different browsers and devices, hurting the usability of a website. This can, in turn, affect metrics like bounce rates and time-on-page—factors that are indirectly tied to rankings.
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