The Keyword Is Dying - Long Live Intent

The battle for the front door of the internet has already been decided. Organic SEO as we know it is obsolete. Social feeds have lost. Generative AI - through interfaces, agents, and tools - has already won. To push your content, it's all about conversation. 

The momentum is undeniable. Since this year, Search.com, a new equitable GenAI platform, has grown 90% organically each quarter -compounding to more than 1,200% annual growth. This is not niche adoption. It's a structural shift in how people navigate online life. And we are seeing firsthand how results are being shaped.

The End of Keywords for Driving Organic Search

The most underappreciated revolution is how natural it feels to interact and chat with AI. Our sample data set has nearly 42% of users already using natural language in queries. For the first time, anyone can simply speak or type in plain language - and get a useful response.

No keywords. No syntax. Just intent.

This isn't just easier - it unlocks entirely new possibilities:

• Practicing a new language with an AI tutor on your commute.
• Asking for the best way to meal prep for a family of four and getting a full plan with shopping lists, recipes and prep steps.
• Troubleshooting a home repair by snapping a picture and getting step-by-step guidance.
• Planning a trip from suggesting destinations to booking flights, hotels, and activities all in one flow.

The front door to search is the interface. And no two are alike. For example - here's a simple challenge. Ask three different generative AI platforms "What's going on today?" And you will get three very different responses - and I challenge you to compare them to what you will get on Search.com.

Agents: From Conversation to Continuity

Alexa and Siri could answer one-off questions. But true agents go further: they act continuously on your behalf - comparing options, monitoring changes, gathering documents, scheduling tasks, etc.

The shift is from chat to productivity. Agents don't just reply. They follow through.

Tools: Turning Insight into Action

Agents alone can't transform the world. Tools give them leverage. With tool access, AI can:

• Make purchases on your behalf.
• Edit files or presentations on your desktop.
• Automate multi-step workflows across dozens of services.

This is where usefulness and productivity differs from chat search: identify a problem, take action and deliver a solution - all in one step.

At Search.com organic content fuels connection, conversation and credibility which is why we are mandated to take a different path. We partner directly with publishers - ingesting content with permission, paying fairly, and giving technology back in return. Many of our news partners now use Search.com-powered AI search to replace legacy systems. This is true partnership in both directions - building an ecosystem that sustains users and creators. Doing so creates a better user experience. It's about building a better system for creators too - one where growth, fairness, and trust reinforce each other. Which leads us to...

The Next Internet Must Pay Its Creators

Social platforms nearly destroyed journalism by republishing content without fair compensation. In fact, other frontier AI models are continuing to repeat that mistake by training on content without paying for it; Search.com is committed to an equitable path.

With attribution, compensation and technology sharing, everyone wins:

• Users get richer, with more reliable results.
• Publishers get sustainable economics and modern infrastructure.
• Society gets an internet that rewards utility and trust instead of distraction and exploitation.

Three Key Takeaways

1. So long, keywords. Generative AI is about intent and conversation.
2. AI tools are leverage. Learn them, and they multiply your impact.
3. The next internet must pay its creators. Fair attribution and compensation are non-negotiable.

About the Authors

Melissa Anderson, President Search.com a division of Public Good

Melissa, co-founder of Public Good and President of its newly launched division, Search.com, is a dynamic thought leader in AI, brand marketing, and social impact innovation. She has shared her expertise at top industry outlets  such as Cannes Lions, Digiday, ANA, Gates Foundation and beyond.

Dan Ratner, AI Advisor 

Dan is a serial entrepreneur, technologist, writer and impact investor. He founded Public Good with a vision to create meaningful impact through ethical AI. Dan is a thought leader and frequent guest speaker on AI and its future role.