The search landscape has undergone significant transformation over the past year, driven by a series of impactful updates to Google’s search engine optimisation (SEO) algorithms. These changes are not only affecting organic visibility but are also reshaping how marketers approach paid advertising.

Why are some publishers and service providers still so “2000” in 2025? Get ready to rethink messaging and engagement, and start resonating more.

But before you dismiss this as another passing fad, let's dive into why these intentionally unpolished advertisements might be the key to capturing the attention of researchers, authors, and library professionals.

If you’re still focused on B2C and B2B, you need to start thinking about B2AI. It's everywhere and will be the norm in a few years. Ready?