Ending day two at PMI: London, Kaizen’s managing director Pete Campbell took to the stage to talk about where the practice of search engine optimisation is at present, and the direction in which it’s heading.

Explaining the crucial changes, Pete focused on the shift from making recommendations on website performance to the strategy for open data. As part of the “scary” raft of trends set to carry a great deal of influence, he named artificial intelligence and application programming interfaces (API) as just two of the things marketers need to make ‘open data’ part of their strategy.  

‘Google is going to progressively send less traffic to websites; it wants to keep users on its own site,’ he explained, adding that because the tech giant is investing more in its own vertical search, brands will get visibility from being attributed answers on Google.

Hear more from Pete in the interview above.