In an era where digital landscapes are rapidly evolving with AI search, staying ahead of search behavior trends is crucial for brands aiming to maintain visibility and relevance. It would be naive to think that how we search the internet will remain unchanged in the near future. Therefore, it’s important to stay ahead and avoid falling behind as changes occur.
By: Lisa Hansson, Senior SEO Content Consultant, on February 5, 2025 | Reading time: 3 minutes
The role of context in trusting information
Will our search behavior be influenced by the information we’re seeking and the platform we choose based on that? Will we have more trust in AI search or Google search results? I believe that the credibility and trustworthiness of the information we have in front of us become more or less important depending on the context. If you’re searching for information about health issues, the source is significantly more important than if you’re looking for a scone recipe.
Building credibility for your brand is important in many aspects, not just from a search perspective. It can be crucial in determining whether we choose to engage with a brand and where we seek information. Some also discuss that AI search will prioritize brands with strong brand awareness and authority, which makes it even more important to work with brand awareness.
Navigating the demand for instant information
It’s also about the fact that we humans want quick answers to our questions and thoughts. The choice of platform can also play a role here. Perhaps AI search can provide a direct answer to our question rather than us having to find a link on Google and then navigate to the right information on the page. Again, I believe it depends on how important the source is for what we’re asking. But wanting quick answers is important for both Google and AI search, and therefore it’s highly relevant to optimize your website content to answer questions to match the search intent.
How should you think about your Content Strategy as search behavior changes?
Building credibility on your website is largely about creating the right type of content.
- Ensure your Content Strategy covers all parts of the customer journey
When planning the content for your website, make sure you capture all parts of the customer journey and answer visitors’ questions and concerns. This makes you relevant in various aspects of search behavior and increases your visibility.
- Adapt content to the complexity of questions
As mentioned earlier, we want quick answers to our questions and thoughts, but this doesn’t apply to all searches. Sometimes, a bit more background and information is needed for what we’re searching for. Therefore, make sure to adjust the length of your content to match the search intent and provide the visitor with the answer they seek.
- Activities that increase your brand awareness
Since there are discussions about AI search prioritizing brands with strong brand awareness and authority, it’s important to include brand-building elements in your content strategy. Incorporate digital PR initiatives into your content strategy to create content that drives engagement and dissemination.
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