Source: The Next Web
The 2026 conference circuit is moving past incremental algorithm updates to existential questions about search itself. Sessions like "Preparing for the Death of the Open Web" show the industry is now debating whether open indexing survives AI abstractions, walled gardens, and direct LLM answers. SEO practitioners built entire consulting operations on Google's ranking systems, and they're now unsure those systems remain the primary path to visibility. The shift from "how do we rank" to "will ranking matter" reflects that anxiety. The threats weren't theoretical two years ago.