Search is being rewritten – and marketers aren’t ready
Date: 22nd August 2025, 10:00 AM
Location: Mumbai
Senthil Kumar Hariram, Founder and Managing Director of FTA Global, has authored an article for Campaign India highlighting how the fundamentals of search are undergoing a significant transformation, while many marketers are still relying on outdated optimisation methods.
In the article, he explains that traditional SEO strategies centred around keywords and rankings are gradually losing effectiveness as AI-led systems reshape the way users discover information online. Search, he notes, is no longer limited to matching queries with keywords, but is increasingly driven by intent, context, and the relationships between data points.
According to Senthil, visibility in modern search environments now depends on how effectively content is structured, connected, and interpreted by AI-powered systems, rather than how aggressively it is optimised using legacy SEO techniques.
He further emphasises that brands and marketers need to rethink their content and discovery strategies by building interconnected, contextually relevant content ecosystems that align with evolving AI-driven search behaviour. Overdependence on traditional SEO practices alone, he suggests, could reduce a brand’s discoverability in the future.
The article also underlines that the industry’s focus is gradually shifting from simply chasing rankings to ensuring sustained relevance and visibility within AI-driven discovery ecosystems.
Read the full article here: Link
