Hey Google, is it "don’t be evil" or "make as much money as possible"? We talk so often about the what of SEO evolution that we sometimes forget about the why. In this session, we’ll create a financial lens to analyze the why behind SEO and explore how Google's money motivations are driving four significant changes that are affecting your search strategy. When we're done, you’ll uncover the keys to future SEO success by being able to tell if the algorithm was actually updated to make the search engine better, or just to increase profitability. We'll also discuss how to adapt your search strategies for the AI-based future.

After this session, you'll be able to:

• Understand how Google makes business-driven decisions that impact your search strategy
• Identify when the algorithm was actually updated to make the search engine better, and when updates are aimed at increasing profitability
• Adapt your strategies for the AI-based future