At HubSpot, we are optimistic about the future of SEO — but we’re also preparing for many major shifts over the next year. For one, Google’s integration of generative AI into search will drastically change how users’ find information, and will require companies to shift their entire end-to-end SEO strategy. For another, many web analysts, SEO strategists, and writers are learning how to leverage AI to create stronger websites and more effective content. This will greatly alter how your competitors’ approach content creation — and it should alter how you approach it, too. Along with AI, Google’s introduced a change […]