The way people search and how results are displayed is changing:

Generative Engine Optimization (GEO) / AI Overviews: With Google rolling out AI-generated summaries (AI Overviews) at the top of search results, the goal of SEO is evolving. It’s no longer just about ranking 1 in the traditional sense, but about being the source that AI Overviews pull from to answer the user’s question. This requires content that is factual, authoritative, and structured for easy citation.

The Rise of Social Search: Younger generations (Gen Z) are increasingly using platforms like TikTok and Instagram as their primary search engines to discover brands, products, and information. This shifts focus to optimizing content for these visual/video platforms (e.g., using relevant on-screen text, audio, and hashtags).

Focus on Conversational Search: With the growing use of voice assistants (Alexa, Siri, etc.) and AI-driven chatbots, content needs to be optimized for longer, more natural, and conversational queries (e.g., “Which is the best digital marketing agency in my location?” instead of “best digital agency India”).

Quality over Quantity: Google’s algorithm updates are continually targeting low-quality, mass-produced “SEO content” and penalizing manipulative tactics (like “parasite SEO”), heavily emphasizing high-quality, helpful, and human-centric content.