Search engines are evolving, and SEO must do the same. Successful SEO evolution will rely on AI and ML tools, along with more sophisticated use of MUM and Google Discover. The more complex SEO becomes, the more marketers must rely on the right tools that allow them and the sales teams they support to create the most seamless customer journey possible.

Many marketing tools come and go, but search remains in the growth stage through every economic uncertainty. No matter how high the inflation is, consumers will always use search to find answers, and because of this, marketers must align their efforts with the SEO market. Those marketers who don’t use valuable business insights and don’t adopt modern tools like AI and ML will find their SEO and overall marketing strategies far behind in 2023.