Remember the days when stuffing a page with keywords was enough to rank on Google? Yeah, those days are long gone. Today, Google isn't just scanning for exact-match keywords — it's trying to understand what people actually mean when they type a query. It’s a major shift from keyword-based search to intent-driven search, and it’s reshaping everything from SEO to how we build conversational AI. In this blog, we’ll break down: What’s changed in Google Search The rise of user intent and semantic search Why the “fan out” strategy matters now more than ever  How this shift impacts content strategy, RAG systems, and chatbots
Google AI Mode is the latest shift in how Google understands, ranks, and presents search results. It is currently rolling out across the US as we speak. Rather than simply matching keywords, Google AI Mode uses artificial intelligence to understand intent, context, and meaning behind your searches. It's part of what Google calls the Search Generative Experience (SGE) — where AI-enhanced responses pull from a wide context of sources to deliver smarter, faster, and more relevant answers. For local businesses, this is a game-changer.
The Machine Web refers to a new paradigm where artificial intelligence agents, language models, and search bots interact with web content not for humans to read directly, but for machines to interpret, retrieve, and respond. Instead of a web optimised for human browsing, the Machine Web is structured for machine-to-machine communication, using structured data, vector embeddings, RAG systems, and semantic search architecture. 
