Part 2/9:
Patel and Siu argue that the focus of SEO has expanded beyond just optimizing for search engines like Google. They propose the concept of "Search Everywhere Optimization," acknowledging that users are increasingly turning to various platforms and technologies—from social media channels such as TikTok and Instagram to AI-driven tools like ChatGPT—to fulfill their search needs. What's more, Google has reported year-over-year growth in organic traffic, a phenomenon that seems at odds with claims of SEO's demise.