That, in combination with new breakthroughs in technology (look no further than the explosive rise of ChatGPT in late 2022 and the sudden addition of generative AI to search results in 2023).
The expectations and behavior of searchers are constantly evolving, which means algorithms are constantly changing to keep up. That, in combination with new breakthroughs in technology (look no further than the explosive rise of ChatGPT in late 2022 and the sudden addition of generative AI to search results in 2023).