As Google introduces significant changes to its search box to keep pace with AI, marketers are urged to “avoid treating this as an SEO conversation” and focus on building distinctive and trusted brands.
For 25 years, Google’s search box has stayed largely the same – long, slender and built for a handful of keywords. Consumers adapted to that behaviour and marketers have optimised around it.
But over the past three years, AI has slowly reshaped how people search and interact with the internet. Users are increasingly asking longer, more complex questions and expecting detailed, personalised responses. As a result, the battle is now on to become the brand AI recommends.