Hello Reader,

I far too frequently find myself dragged into the occasional "discussions" about SEO being "dead" or there being "no future" in search engine optimization. This has escalated recently as Google recently de-indexed a decent sized chunk of spam sites. (You can read about that here.) Cue panic and hyperbole from folks either 1) creating spam sites or 2) selling competing programs and services.

This reminds me of all the times people have proclaimed email marketing, Facebook, and even direct mail dead, only to see all of them continuing to flourish.

The reality is, unless we're talking about Vine, it's unlikely any platform is well and truly "dead." Perhaps we don't want to use them anymore, or our audience's behaviors change, and these platforms are no longer useful to us, but that's a different subject entirely.

Instead of fighting with strangers on the internet, however, I thought I'd talk to you all about this question: What does the future of SEO look like?

In some ways, beginning with Google's Helpful Content Update last year, we're already living in the SEO future.

We've already seen generic, AI-farmed content be demoted, and the E-E-A-T quality guidelines (this in Experience, Expertise, Authority, Trustworthiness) become more and more important. I suspect this will become more of a factor every year.

I'm not worried about Google Search Generative Experience (SGE), Google's conversational AI-powered search tool.

I've probably received more emails from past clients about SGE than any other subject this year, and right now I'm telling folks that the strategy we implemented is extremely likely to weather the storm because my approach to search is already conversational, interactive, and authority-filled. We're not chasing trends or creating content that looks and sounds like everything that already exists.

In SGE, sources are cited, and sites are linked, so we're not talking ChatGPT-style made up answers here—this is a more conversational take on traditional search. (This is also different from Gemini, Google's ChatGPT competitor.)

Sure, we'll see changes in how people interact with the search engine and we'll need to plan for that, but that's a small task. For more on this, I like SEMRush's analysis of this particular subject.​

"Zero Click" searches will become even MORE important in the future.

Again, zero click (Spark Toro has the best breakdown of this concept I've come across) is something I've targeted for a long time. Essentially this means that we aim to have our answers to questions appear in "position zero" aka a featured snippet. Here's what that looks like for one of mine, "How to Package Consulting Services:"

Someone can learn and take action without leaving the search engine—we've seen this become more and more important over the last few years, and I've been keeping a close eye on this trend. Which means that...

In the coming years, Brand Strategy and Search Strategy will be even more intrinsically linked.

The number one reason I turn down prospective client inquiries is because they do not want to see search as part of their overall marketing and brand strategy. A lot of "guru" types in the SEO world have positioned search as a special thing that lives outside of the marketing ecosystem and, unfortunately, that ethos has taken hold in a lot of online spaces.

However, with growth in zero click and SGE, a strong brand, a signature methodology, and a unique point of view is non-negotiable. It's up to us to be so truthful, meaningful, and distinctive that our brands become "sticky" in people's minds—and that extends to the search engine.

Remember how SGE, the AI-powered search tool in Google, cites sources from the internet? That's where you have that brand opportunity. Same with zero click, if someone sees your name over and over again answering their most challenging concerns, that's a big deal. You build trust before they ever reach your website. (I talk about this in my Magnetic Metas workshop, by the way.)

I challenge you to think of this question about search being relevant in the future in a different way.

Instead of wondering about if Google will look exactly like it does right now, ask yourself how human psychology is evolving—and what that means for searcher behavior.

People want more connection in a disconnected world, so that means that conversational search will grow.

We humans are busy and time crunched, so zero click searches with answers at our fingertips make sense.

Two thirds of consumers will switch to a purpose driven brand or brand they feel connected to if given the opportunity, so it makes sense that building brand connection through a strong point of view in the search engine

Looking at searches in that context, it all makes sense, doesn't it?

So, yes, search will exist in five years. People aren't going to stop asking questions, they're not going to stop being curious—the machinations will simply evolve as they always have.

Talk soon,

Sarah

P.S. When you're ready to partner with me on your search and marketing strategy, simply book an Alignment Call here to get on my calendar.