"As someone who started out using Lycos and Altavista, I find the current search landscape challenging to grasp. Rationally I understand it: search is evolving to cater to a new generation of users whose behaviors and needs are wildly different from my own, but the change is hard to accept nonetheless. One thing I know for sure however is that SEM and SEO will need to coevolve with search, just like it has the past 30 years (cos SEO is not dead 2)."
"Instead of scrolling through lists of blue links, people now explore through conversations, ask follow-up questions, and build confidence long before they reach a website. This new path to conversion means brands and content owners must stop chasing clicks and focus on the signals that truly drive outcomes. This change, although crazy exciting, has been challenging for the SEO and PPC industry. Clicks are down, search marketing is under threat, and everyone has their two cents on the matter."
Search is shifting from lists of blue links to conversational, AI-driven interactions where users ask follow-up questions and build confidence before visiting websites. Brands and content owners must prioritize signals that drive outcomes rather than chasing clicks, because the new path to conversion changes measurement. SEM and SEO must coevolve with search as user behaviors and needs evolve across generations. The transformation has reduced clicks, pressured search marketing, and provoked industry debate, making acceptance difficult for many. Adaptation is expected, with some already adjusting strategies while others lag, and the change ranks among the most significant in decades.
Read at Search Engine Roundtable
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