Suddenly, it’s become popular to question whether Google’s search dominance is here to stay. There are rumours of “code red” meetings about OpenAI and Bing, there are increasingly rapid algorithm updates, there are threats from Apple, there is mainstream discussion of declining search quality. But how will Google react, and how will it affect SEOs? Their defence will have implications for our own strategy. And, should Google falter – does that mean SEOs should jump ship?