Simon Cox sides with Bill Hartzer, sharing that there are plenty of activities that SEOs could be doing without focussing on AI. Simon says: “The web was a revolution. Everything since has been evolution, and it's been fast-paced. The smartest strategy is to focus on what hasn't changed.” What hasn't changed? “There are a lot of things that haven't changed. What I'm really talking about are the core fundamentals of what we do. Stay still. There's a huge amount of noise going on at the moment. It's been increasing this year, and it will be more so in 2026. There is a lot going on, so it's very difficult to focus on what we should be doing.