Industry veteran Duane Forrester posits that AI is fundamentally reshaping SEO, returning the field to a 'wild west' era of evolving rules and constant learning. This is important for SEO specialists and digital marketers as it emphasizes the need for continuous adaptation and collaboration, similar to the early days of search. The implication to watch is how the SEO community's traditional reliance on sharing knowledge will evolve in the face of AI-driven changes.
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