• Search is expanding beyond how we currently think of it
• Modern alternatives are emerging that differ fundamentally from Google’s model
• Mental model of what search is needs to be updated

Prepare yourself for a strategic thought exercise! Tom will show that Google is no longer the best solution for modern search needs. He will outline how Google was built in a different time to solve a different problem, and that anyone building a search engine from the ground up now would not build anything like Google. It isn’t that Google is going away, but that search is expanding beyond how we currently think of it. Tom will show how competitors are already working on alternatives that are hiding in plain sight, and any SEO should be prepared to update their mental model of what search is.