The role of organic search is evolving in today’s digital landscape. According to research conducted by the Search Engine Journal in August 2023, 16.5% of SEO experts see the rise of AI and updates from Google as leading reasons for a shift in SEO habits worldwide. In addition to these changes, user journeys are becoming more fragmented, creating a significant disconnection between expected search behaviour and the organic search strategies implemented by businesses.
Marketers must start realigning their approach to organic search to thrive in this evolving ecosystem. By doing so, brands can drive future online growth through a seamless organic search experience. In this report, our Head of SEO, James Bentham, and our Director of SEO, Amy Banks, address these challenges and provide actionable guidance so marketers can future-proof organic strategies and truly maximise the value of SEO.