SEJ's SEO Trends 2024 ebook highlights the challenges ahead in 2024 but also the benefits. The models used to drive business goals with SEO may change, and some queries may never need a click-through. In-platform search experiences will hit hardest, low-hanging fruit queries will turn rotten, and basic informational queries will stop performing. To adapt, businesses must educate their clients or in-house stakeholders and prepare for disruption. Razorfish SVP, SEO Ryan Jones, warns that SEO may be declared dead multiple times, only to be replaced with something that looks a lot like SEO. As generative AI develops, search engines will pivot more toward providing answers on demand than providing a list of websites. Many users will struggle to accept that they never wanted a website for some searches, but they will still be searching for solutions, products, advice, or ""do something.