For two decades, Search Engine Marketing (SEM) has been the workhorse of digital media. It's a tactic that consistently drives traffic, leads and sales through modest ads and low-key (unsexy) strategies that put keywords in the center of everything. However, recent search trends point to some exciting new changes for SEM that go beyond keywords. Artificial Intelligence and Machine Learning, a laser focus on customer intent, fresh high-quality content and sparkly new technologies for a search query like voice search are game changers when it comes to SEM.