Today, I’m making an appeal for you to go read Rand Fishkin’s article, “Google in 2020: From Everyone’s Search Engine to Everyone’s Competitor.” 

In short, it’s a slidedeck on the trends of Google and organic search. In the article, Rand says, “the largest source of traffic on the web – free and paid – is becoming a walled garden, intent on not only keeping people on its own properties, but competing directly with those that helped it become a dominant, monopoly power.” 

Really, the slidedeck he presents is pretty crazy explaining how Google is using zero-click searches, the search results that answer your question without needing to click on anything, among other things to dominate the space.