Google’s latest announcements at I/O and GML changed the conversation around search again.
Right now, the strategic next steps around SEO are actually much more clear-cut than around paid search (or SEM), and any agency making confident promises about how these new AI search experiences will perform from a paid standpoint is moving without the full picture or data at this point. Most of these announcements are less than two weeks old. Some features haven’t even launched yet.
This is not a time to panic or abandon paid search—we’re always going to recommend letting real data lead the way, not a knee-jerk reaction.