In this talk, Jurre will explore how search has fragmented across platforms, from YouTube and TikTok to AI assistants, and why one-size-fits-all visibility strategies no longer work. Drawing on real-world experience, he'll share a practical framework for thinking "search-first": starting from what audiences actually need before choosing channel or format. Attendees will learn how to design video content, distribution, and discovery as one connected system, why video has become critical to both human discovery and AI citation, and how to build messaging that's both memorable and structurally discoverable.