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FFor the last two decades, the digital economy has run on a simple transaction: the click. But that era is ending. With the rise of Google’s AI Overviews, which deliver direct answers to user questions, the fundamental trigger for online advertising – the user click – is becoming obsolete. My recent academic research, as part […]

For a long time, I didn’t feel I had much to contribute to SEO. Coming from a journalism background – writing for organisations like the ABC, The Guardian, and NPR – I was trained to value depth, originality, and clarity. But when I first began exploring digital content strategy, SEO felt like a field dominated