A couple of week's back, Rand Fishkin gave a closing talk at Brighton SEO about the stark reality of search's future. He painted a pretty grim outlook, where in just two year's mobile CTR has dropped by 20% in search results - and it's getting worse every year. Google is shifting towards a self-hosted answer engine rather than a search engine, looking more inward than outward. In fact, it's the first time ever, in its history, that the search engine is sending less outbound traffic.

Now I appreciate this isn't the most positive start to a weekly SEO email, but it just highlights that the game is changing, and we need to adapt our strategies to a different landscape. Hopefully you'll get something from this week's issue, that'll help you adapt yours.

Andrew Charlton

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