DAY 1
Can SEO Save the World!? Understanding Its Social Impact and Future
15:50 – 16:20
Based on my recent book “Google SEO in Media Studies”, this talk looks back at the history of SEO and considers its future. The book is written from the perspective of an author with hands-on SEO experience, analyzing how Google’s algorithms have changed over time. SEO is not only a marketing practice for gathering traffic to websites but also an activity that shapes our information environment. Behind this lies the accumulated practices and debates of the SEO community, which have gradually influenced and reshaped Google’s algorithms themselves. In this talk, we will revisit the social significance of SEO and discuss what marketing should look like in an emerging environment that is shifting toward “AIO” or “GEO.”
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Speaker
Atsushi Udagawa
Associate Professor, Department of Socio-Media Studies, Musashi University
Udagawa began his career at IBM Japan, working in web systems development and marketing consulting. He then spent over 15 years at Rakuten Travel, where he led digital marketing, SEO, and UX design initiatives. Building on this extensive industry experience, he transitioned into academia in 2022 to focus on digital media and media literacy. His recent books include “Google SEO in Media Studies: Tracing the Transformation of Search Engine Algorithms” (Seikyusha) and “Questioning Algorithms and AI: Who Builds the Blackbox?” (Shueisha).