The keyword is on the decline as an artifact of search engine optimisation. Google, by far the largest of the search engines, has been steadily moving away from syntactical search towards semantic search. It’s also increasingly trying to answer users’ questions without diverting them to a different site. What does all this mean for the future of SEO?

In this post for Manifesto Digital I attempt to chart the recent course of search engine development and interpret its significance for the future of the industry.

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