Your Customers Aren’t Searching the Way They Used To. Is Your Marketing Ready?
For years, the goal of digital marketing was pretty straightforward: When someone searched for your product or service, you wanted your business to show up near the top of Google.
That still matters. But the way people search is changing — quickly.
Today, consumers are increasingly asking questions rather than simply typing in keywords. They're using Google’s AI-powered results, ChatGPT and other AI tools to research companies, compare products and services, and help make purchasing decisions. They're also searching YouTube, social media, review sites and other sources before ever visiting a company's website.
In other words, the customer journey isn't nearly as predictable as it used to be.
Being Found Is About More Than Google Rankings
Traditional Search Engine Optimization (SEO) isn't going away. But marketers are now talking about another consideration: making sure a company's information can be understood and surfaced by AI-powered search tools.
What does that mean for the average business?
It means having a website that clearly explains who you are, what you do, where you do it and why someone should choose you. It means regularly publishing useful, relevant content. And it means making sure the story you're telling on your website is consistent with what customers encounter through social media, reviews, videos, news coverage and other online sources.
Ironically, succeeding in this new world may depend less on trying to "game" search engines and more on something we've always believed in:
Good marketing communicates clearly.
Don't Forget the Human Being Doing the Searching
It's easy to become fascinated with the technology behind AI search. But there's still a person on the other end looking for an answer.
What problem are they trying to solve? What questions do they have? What would make them trust your company?
Those are marketing questions — not technology questions.
The tools people use to find businesses will continue to change. The need to communicate a clear, credible and compelling reason to choose your business won't.
At Creative House, that's where we believe the conversation should start.
Is your marketing making it easy for today's customers to find — and understand — your business? Let's talk.