For years, the SEO industry has clung to a version of search that no longer reflects how search works. We still talk about title tag length, keyword distribution, and page-level optimization as if search engines are simply counting words and ranking documents. But search hasn’t worked that way for a long time, and AI search makes the gap impossible to ignore. In this AMA, Mike King explains how AI search works, how to structure content for retrieval, and why Relevance Engineering is the future.