The Rules of Search Have Changed – But Trust Still Reigns The rise of AI-driven search – especially Google’s Search Generative Experience (SGE) – has completely changed how information surfaces online.Instead of serving a list of ranked links, search results now include AI-generated summaries, synthesizing insights from multiple trusted sources. In this new era, algorithms…

The Keyword Era Is Ending For years, SEO revolved around keywords – identifying high-volume search terms, optimizing content around them, and hoping to climb SERPs. But in 2025, that approach feels like shouting into the void. With Google’s Search Generative Experience (SGE) and AI models like BERT, MUM, and Gemini, search engines no longer rely…

Search has changed more in the last three years than in the previous fifteen.Algorithms have evolved from understanding keywords to understanding meaning — and the brands that adapt to this semantic shift are the ones dominating visibility today. At Xenrion, we specialize in bridging the two worlds that power modern SEO: This combination allows us…