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He emphasizes that SEO is essentially a matchmaking or recommendation system—connecting user queries with relevant content, products, or services. It’s about understanding and matching user intent, whether through web content, ads, or online platforms like Amazon, YouTube, or Netflix. This fundamental principle hasn’t changed: SEO is about facilitating the right connections between users and resources.
The Shift from Web Crawlers to Chatbots
A key insight from Shapiro’s analysis is that the core mechanism of SEO—web content optimization—is evolving from being primarily crawler-centric to conversationally driven. He highlights the rise of chatbots designed to directly engage users, offering specific answers rather than just presenting links.