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The State of Search 2025: Why Being Human Is More Important Than Ever
We’re standing at a turning point in the evolution of search. For years, automation and AI have been the darlings of digital marketing—but the tide is turning. As I listened to the voices at brightonSEO and reflected on the wave of updates from Google, one truth became impossible to ignore: being human is no longer a ‘nice to have’—it’s a competitive advantage. This piece is about what that means for marketers, content creators, and brands trying to stay visible in an increasingly intelligent, and volatile, search ecosystem.