In this episode, we are joined by Alex Wall, Digital Performance Manager at Haier Europe, Jason Paget, Director of Marketing at Booking.com, and Adam Rowley, Head of SEO at TrustedHousesitters, to explore what the evolving landscape of organic search means for businesses. They highlight how changes to search algorithms and the implementation of generative AI create both excitement and concern among marketers. The panel also discusses how brands can future-proof their strategies through effective optimisation and experimentation, helping marketers better understand how users consume content in this new age of search.