Why SEO Rankings No Longer Drive Purchase Decisions

Rankings no longer predict whether buyers choose your brand. Jason Lax, senior SEO and AI expert at SAP, has spent nearly two decades building the company's global organic program and now leads its shift into AEO and GEO across dozens of markets. He details SAP's technical-plus-content split strategy, using LLM citation gaps and "why weren't we recommended" prompt audits to surface product and positioning issues, and reframes measurement around model consensus and citation quality rather than session volume alone. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.