The way we humans search is changing fast. For years, all businesses wanted to focus on was being at the top of Google search results – even though most of these were paid ads. However, as Bob Dylan sang, “The times they are a-Changin'”, and now people are looking for answers and getting these through directly integrated AI tools, voice assistance and search summaries, without even needing to look or click through the ranking order or search results. This poses a challenge: