Search engines were built on retrieval:
find the best document and return it.

LLMs break this paradigm.

They don’t fetch.
They rebuild.

Every answer is a semantic reconstruction powered by embeddings, entity knowledge, and behavioral patterns.

That’s why:

• ranking factors matter less

• keywords lose relevance

• zero-click becomes the default

• SERPs turn into answer interfaces

The new question is no longer “How do I rank?”
but:

“How does the model interpret me?”

Visibility now comes from semantic clarity,
not mechanical optimization.

Search has become interpretation.