How SEO has Changed as a Channel But Why it Can Still Contribute SEO has changed significantly over the last three years. Digital marketing budgets are on the increase and SEO should be a channel in which brands are able to invest with confidence. With the lines between channels becoming more blurred, Mike's slide deck looks changes in search in 2014 and what the future holds for SEO in 2015 and most importantly how we can align SEO with the different user journeys.