1. A shift to conversational search behaviours
   
   Due to AI-powered search tools like ChatGPT or Google Gemini’s ability to interpret intent rather than just matching words, consumers are using more natural, dialogue-like queries instead of traditional keyword-based searches.
   
   In response, brands should create conversational, intent-driven content. This means using long-tail keywords and directly answering user questions to improve search relevance. By adapting to this new search behaviour, brands can enhance visibility, attract more qualified traffic, and remain competitive in an evolving digital landscape.
   
   
2. Rise in zero-click searches
   
   Users can now find answers directly on the search results page or within AI-generated summaries, without needing to click through to a website, a phenomenon known as zero-click search. At the same time, there’s a growing expectation that search engines understand user intent and preferences, offering personalised, immediate answers rather than generic listings.
   
   This behavioural shift is already starting to undermine traditional search performance, with click-through rates falling as more queries are resolved without a single click. And it’s set to accelerate: Google is even testing an AI-only version of its search engine, signalling a major evolution in how people find information online.
   Rather than ignoring these changes, brands must respond strategically. High rankings still indicate valuable content and boost visibility, but the way success is measured needs to evolve. Traditional SEO metrics like click-through rate may become less relevant, while newer indicators such as AI share of voice, brand mentions, and sentiment analysis will take on greater importance.
   
   Brands that adapt to this shifting landscape will be better positioned to stay visible, relevant, and competitive in a search environment increasingly driven by AI.
   
   
3. Increased preference of social and retail platforms for search
   
   For younger audiences, platforms such as TikTok, Instagram, and Amazon have overtaken Google as their preferred discovery method. Such a credible challenge to Google’s dominance is unprecedented.
   
   To adapt, brands must be visible on all potential discovery channels, whether that’s Bing or Reddit. A strong presence on these platforms can help drive traffic to your site, offsetting the decline in website visits due to zero-click searches. It's essential to make sure your website is ready for these users. For instance, if they come from visually engaging platforms like TikTok, your site should offer a similar experience and brand feel to be memorable and encourage repeat visits.
   
   
4. Increase in visual and voice searching
   
   Voice assistants such as Alexa or Siri, and image-based search like Google Lens, are now commonplace.
   
   Accommodating for this shows how traditional SEO still plays a crucial role in maximising discoverability. Optimising for local SEO and using structured data markups can help improve your brand's visibility in voice search results. Similarly, properly optimising your images by adding alt tags and using HTML image elements can boost your chances of ranking. Google has even started featuring images in its search result snippets, so by optimising your images correctly, your brand could appear prominently, increasing its visibility.

Brands are facing some of the most widespread and lasting changes to consumer search behaviour in history. Responding requires adapting their search strategies. Traditional SEO is still important, but it must evolve to match new search methods and user needs. Focusing on user intent, optimising for various platforms, and embracing new success metrics will help brands maintain visibility and a competitive edge to thrive in an ever-changing digital landscape.

For more information on how to create an effective search strategy tailored to how your audience truly search, contact our expert team today.