On a quiet Madurai evening, just before shops pull down their shutters, you’ll often hear the same conversations repeating themselves. A textile owner talking about falling walk-ins. A small restaurant owner wondering why the place next door suddenly feels fuller. A tuition center owner staring at their phone, refreshing Google Maps reviews like it might change something overnight. Nobody says “SEO” out loud at first. They say things like, “People don’t search like they used to,” or “Everything is online now,” or “We need to do something digital.” It’s usually only later — after a few teas and a lot of head scratching — that the idea of hiring help comes up. That’s where this story really begins. The invisible shift no one announces Search has quietly changed. Not with fireworks, not with announcements that reach kirana shops or tailoring units. It changed the way traffic patterns change on a road — slowly, until one day your old shortcut doesn...