Ever wondered what the future of search looks like to the people who are building it?
Five things marketers need to know. From Google’s Search Chief.
This is interesting. Google’s Head of Search, Liz Reid, recently shared some fascinating insights into the future of search and AI. For those of us focused on effective digital marketing, there’s plenty to think about. There’s a link to the full article at the end of this post, but here are the five takeaways from her interview.
Search has become a conversation.
Search is no longer just a list of links; it’s become dialogue. Answer engines are prompting your next question, and users are asking complex follow-ups. All this gives brands the chance to act as a helpful guide.
Text is no longer enough.
From YouTube and podcasts to Google Lens, people now expect a mix of imagery and video to help them browse the web. High-quality visual design and UX are becoming increasingly important as search answers move away from just written questions and answers.
Create content for people.
By creating original, high-value content that’s designed for humans, you’ll align with the evolving nature of AI search.
AI makes ads more relevant.
You’d probably expect Google to encourage more paid ads, but in reality answer engines like Gemini are supporting advertisers by improving the way ads are served, which is good for advertisers as well as end users.
Search is becoming personal.
Google is now acting more like a personal assistant that actually knows you, rather than a librarian who just knows where the books are. We’re told to expect more changes. It’s an opportunity for brands to become the ‘answer’ in these personal conversations.
Here’s a link to the interview with Google’s Liz Reid.
Want to know more about the future of search and AI?
Despite all the technological shifts, the fundamentals remain the same. People want information they can trust. Providing authoritative, high-quality content, and structuring your website, digital marketing and CRM in the right way, is still the most effective route to building long-term connections with your audience.
If you’d like to know more about how we’re helping clients adapt to the changes in search, please get in touch.
