Navigating a fragmented search landscape
The once relatively predictable flow of users through traditional search engines is becoming increasingly fragmented.
We’re seeing a dispersal of search queries across various platforms, with reports showing a substantial 25% drop in traditional search engine volume in certain sectors. Meaning advertisers are seeing decreased visibility, attribution complexities and content adaption pressures.
- Decreased visibility: If we rely solely on traditional SEO strategies, we could be missing a significant and growing portion of the potential audience searching for information relevant to your brand on alternative platforms.
- Attribution complexity: We need to understand the true impact of marketing efforts and how it becomes more challenging when user journeys involve multiple touchpoints across different search environments.
- Content adaptation pressure: Content that performs well on a traditional search engine might not resonate on a visually driven platform like TikTok or in a conversational AI interface. It’s crucial to rethink content formats and delivery.
What’s important to remember is that this isn’t a death knell for established search engines, it’s a clear signal that user journeys are becoming more diverse.
Understanding the AI-powered landscape
Within the last year AI has transformed into a fundamental component of how users discover, consume and engage with information online. We’re seeing a colossal change in user behaviour, with AI-led search causing the most fundamental shift in customer experience since the advent of the internet.
Google has advanced its AI-powered search capabilities with the introduction of AI Mode and AI Overviews, reshaping how users interact with search results. These developments are contributing to a significant rise in zero-click searches, where users find answers directly on the results page without needing to visit a website. Simultaneously, ChatGPT is moving into transactional territory through new shopping integrations, further blurring the lines between traditional search and generative AI tools. Google is also rolling out ads across its AI-driven search experiences, signaling a shift in monetization strategy that aligns with evolving user behavior and expectations.
The world of search is changing, and while the foundational elements of trust, authority and credibility remain the same, the methods for achieving it have evolved. Those that succeed and outperform will be the businesses investing in more than just visibility.
To understand how the world of search is adapting to the integration of AI, and how businesses can gain visibility across Large Language Models – read Incubeta’s latest report: What’s Next with Search Marketing.
Embracing an agile and multi-platform content strategy
It’s important to combat the challenges of shifting search behaviours by adopting an agile and multi-platform content strategy. This involves a fundamental shift from solely optimizing for traditional search engines, to creating and distributing relevant content across the diverse range of platforms where your brand’s target audience is actively searching for information and inspiration.
To reach the best results, advertisers need to adapt both quick wins and long-term investments.
Quick wins involve:
- Platform-specific content repurposing: Adapting existing high-performing content for emerging platforms. For example, turning blog posts into short form videos for TikTok or key insights into concise responses for potential AI interactions.
- Early adoption of emerging search features: Experimenting with new search functionalities on platforms like TikTok (e.g., in-app search optimisation).
- Social listening for search intent: Monitoring conversations and trends on social platforms to create timely, relevant content.
Long-term investments involve:
- Developing platform native content: Creating content specifically designed for the unique characteristics and user behaviour of each platform. This might involve visually engaging short-form videos, interactive Q&A sessions, or conversational AI prompts.
- Building presence on emerging search channels: Establishing a consistent and valuable presence on platforms like TikTok, voice search directories, and exploring opportunities within AI-powered search interfaces.
- Integrating data and analytics across platforms: Implementing robust tracking mechanisms to understand user journeys across different search environments and attribute value effectively.
This approach allows businesses to quickly adapt to evolving search trends and capitalize on new opportunities as they emerge.
Success in the evolving search landscape
Adopting an agile and multi-platform content strategy is not just about reacting to changing search behaviors, it’s a core tenet of an Outperform Marketing approach. By proactively understanding where your audience is searching and delivering valuable and platform-specific content, businesses are expanding their reach, enhancing engagement, gaining a competitive advantage, and future-proofing their strategy.
Ultimately, outperforming in today’s dynamic digital environment requires a holistic understanding of the evolving search landscape and a willingness to embrace new platforms and content formats. For more information on what this could mean for your business, fill in the form below, and get in touch with our experts:
