How marketers must handle search in an AI world

The web as we know it is in its twilight years. But it's not dying, it's evolving.

With control of roughly 90% of the search market, Google decides what comes next, and its shift to AI Overviews could be the final nail in the coffin for traditional internet search.

But here's the reality check: as marketers, there's no need to panic. Our profession has withstood changes just as significant as this in the past; social media, the mobile revolution, the World Wide Web. All arrived in the past few decades and we adapted, evolved and thrived each time.

This time around, the winners of the 'AI age' won't be those who abandon old tactics but those who evolve, blending proven strategies with AI-driven search trends. 

Search 'Everywhere' Optimisation

Search today already goes beyond search engines like Google. People look for answers everywhere - social platforms, voice assistants, online communities, and AI tools. Brands need to optimise for this wider landscape, ensuring they're visible wherever and however people search.

For example, voice assistants like Siri and Alexa have become daily tools for millions. Winning here means focusing on natural language queries, FAQ-style content, and schema markup to help AI understand and present your info.

At the same time, social media is an unofficial search engine, especially for younger audiences. Platforms like TikTok, Instagram, and X are go-to places for recommendations and advice. Brands relying solely on Google miss a huge piece of the puzzle. The smart move is to include social in your SEO strategy by creating engaging, discoverable content like short videos and interactive posts.

While social search may not always lead directly to sales, it's powerful for brand awareness. People must recognise and trust you before they will part with their hard-earned cash. Combined with paid ads and solid SEO, social can drive significant growth of brand familiarity and trust.

Authenticity-first approach

Today's audiences value authenticity more than ever, and it shows in where they turn for information. Reddit threads, Discord chats, LinkedIn posts, and niche Facebook groups have become go-to sources, not because they're polished, but because they feel real. Unsurprisingly, AI chatbots are increasingly echoing this trend by surfacing user-generated content and community discussions.

The takeaway here is that sales messaging no longer resonates without human contribution. Authentic messaging has taken over. Brands that contribute real value to these discussions, rather than broadcasting ads, will earn visibility and trust. And while community engagement isn't a direct revenue driver, it will drive brand visibility. 

Building authority with substance

Meanwhile, search authority is also shifting. It's no longer just brands competing for Google rankings - it's a battle between legacy media and independent voices. Established outlets like Forbes still matter, but AI is elevating bloggers, creators, and experts.

Brands can seize this opportunity by focusing on substance and sincerity. Instead of chasing press mentions, create meaningful content - LinkedIn articles, newsletters, or YouTube deep dives, that build authority and trust over time, increasing the likelihood that you'll be trusted and top of mind when a commercial need arises. 

What's more, brands that build authority through expertise, use first-party data, and create well-organised, insightful content will be best placed to appear in AI-driven results.

Stop chasing AI; start connecting with customers

Ultimately, rather than chasing algorithms, marketers should focus on what truly matters: building relationships with customers.
Write for humans, not AI. Invest in brand building to stay front of mind when consumers need solutions. Build mailing lists and foster genuine connections by providing value without pushing constant sales messages.

Though AI-driven search feels uncertain, its convenience is undeniable. As marketers, we must be clear-eyed: this new phase may return value to content creators - but only if we remain intentional about where and how we invest our efforts.