SEO has been given different names in the past couple of years, usually based on whatever it’s trying to optimize for at the time: LEO (LLM engine optimization), AEO, GEO, and so on.
That is, before Google came out with new AI search guidance and said the quiet part out loud: It’s all still just SEO.
With all of these acronyms, one thing that still seems to escape our goals is, as usual, the user behind it all. One thing people often miss is that we should be optimizing for attention, not just for labels and new three-letter terms.
It’s often said that attention is the primary commodity in marketing. While I have reservations about this (trust is the ultimate mover, and without it, it’s hard to get a transaction), attention is the first gateway to our content being considered at all, and a key part of the customer journey, particularly in a world that is saturated with results that are all potentially relevant.
We have many ways to get attention at different stages of the journey (I covered this briefly in my previous article), and most of them are generally “universal,” like making sure your content is relevant and aligned with intent.
However, when we hear about “scaling internationally,” businesses operate under the (wrong) assumption that what works for people in one market will automatically work for a similar audience in another location. This hardly makes international strategy a thoughtful or efficient one.
Why Should We Care About Capturing Attention?
Getting attention is paramount because what doesn’t get seen doesn’t get consumed – and what doesn’t get consumed does not get served by the algorithm.
Humans have limited attention at their disposal, and it seems to have decreased significantly in recent years. Research by Gloria Mark, for example, suggests the average attention span on a screen is around 47 seconds (down from several minutes in earlier decades). And it’s likely even less on marketing channels, especially the ones serving short-form content.
There are, in fact, experimental studies showing that certain kinds of short‑form content can actively disrupt our ability to remember what we were supposed to do after a break. In one experiment comparing content across different platforms, people who watched TikTok during a pause were much more likely to forget their original task or intention afterward, while those who watched YouTube showed little or no such impairment.
This points to an even bigger challenge: Even when we are inherently relevant for the user, this is often not enough to make sure they pay early attention to us, especially if they’re already engaged in a task that is already taking some of their cognitive resources. In short, we can’t take attention for granted.
This makes “catching the eye” vital not only for the algorithm, which uses dwell time and engagement signals to determine what to show next, but also for humans, who might need to be quickly re‑oriented to what they…
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