Leaning into SEO as Google shifts from search engine to portal

Leaning into SEO as Google shifts from search engine to portal
Google’s SERP is almost unrecognizable compared to what it looked like just a few years ago. The changes aren’t just on the surface, either: Google is becoming less search engine, more portal.

This evolution is fundamentally altering the customer journey from search, with Google owning the process by enabling users to bypass clicks to websites to get information, take action and even transact. This will have repercussions for just about every company.