Search behavior has changed more in the last two years than in the decade before it. Google now keeps most of the traffic it used to send you, large language models have pulled attention somewhere else entirely, and the numbers marketers have reported on for years are getting harder to defend. 

So, it's worth asking the uncomfortable questions: Does SEO still matter? Does ranking? Does your website? And if traffic keeps falling, what should you be doing instead, and where are your customers actually spending their time?

This session looks at what's really happening across the whole internet, not just the corner everyone's watching. We'll also get into the harder problem: how to measure any of it when attribution barely works anymore, including a real example where website traffic dropped 45% in the same month a business had its best results ever.

After this Masterclass, you'll be able to:

• See your marketing as one connected ecosystem instead of a collection of separate channels. 
• Use a simple framework to decide where your time and budget belong.
• Look past traffic, rankings, and last-click attribution to understand what's actually creating demand and driving growth.