Google Search Is Having an AI-Dentity Crisis

I was going to count how many times I said “change” in the blogs I’ve written over the past 18 years, but figured no one really cares, and, candidly, what does that do to make our client’s business more profitable? 

Well, a lot actually.

I think we can all agree that in the marketing world, change is both constant and inevitable. I will go on to say that adapting to that change is one of the more valuable services we provide our clients. Just how do we keep up with change? 

Well, Andrew … that’s how. 

At last count, Andrew has something like 327 email subscriptions to various trade sources that keep him apprised of all things related to digital marketing. His inbox is not for the faint of heart. It’s a dizzying array of media newsletters interspersed with client emails that would give a weaker person untreatable anxiety.

The hot topic we’re prioritizing is AI’s effect on search strategy. I mean, AI’s effect on everything, but for this blog, let’s keep things refined to the specifics of consumers blowing through 6 gallons of clean spring water to find the best place to buy a leather couch. 

I jest. Everyone relax … Steph says I need to work on keeping things fun. What’s more fun than wasting limited natural resources to satisfy your need for digital direction?

OK, back to this month’s topic. What impact has AI had specifically on your search strategy, and is it time to change your digital playbook? 

Well, yes and no. For the record, that’s the last time I’m going to the well on this blog. (Anyone get that? Steve? Kent? Bueller?)

SHOULD I BE ADJUSTING MY SEARCH STRATEGY TO ACCOUNT FOR AI PLATFORMS?

If you read the trade press, you may be tempted to adjust your search efforts solely because you’re told that AI platforms can drive consumer traffic to your brand. In fact, the folks whose emails I like to ignore are already trying to sell you into a paid AI package tailored ‘just for you…’ 

If I owned a small to medium-sized business, I wouldn’t go off chasing that rainbow just yet. From what I’ve seen of media vendors that disguise themselves as digital marketers, it’s just another way to generate profit for them by taking advantage of the opaque nature of the entire digital space.

AI is changing how people use search, but it is not displacing or diminishing the value of a good search strategy. If anything, it is making a thoughtful SEO and a properly structured Google Ad strategy more important.

What we’re seeing now is consumers using much longer, more in-depth keyword searches with detailed questions and topics that help them find the information they are seeking. There is more comparative analysis being done by the searching consumer and the platform that is being used to provide it. 

Let me go further and Andrewsplain this to you:

This is true especially for people in the research phase of the purchase cycle. They are using AI Overviews instead of clicking on articles or blogs seeking answers. Because of this, it is more important than ever to make sure you are creating valuable (and original) content that helps people understand what you offer. This will check all your SEO boxes and will improve your chances of getting your brand featured in said AI searches. 

For paid search, you want to focus on search terms that indicate that the searcher is beyond the initial research phase and is starting to compare offerings, view pricing, or make an inquiry for purchase. Google has changed how it shows your ads based on keyword match type (broad, phrase, exact). If you are too broad, you will show for searches where the buyer is not even in the funnel. If you only focus on exact search terms, you might be missing out on opportunities. The key is to find a balance between visibility and user intent. An example here would be a search for ‘2026 Chevy Tahoe’ vs ‘2026 Chevy Tahoe For Sale Near Me’. The first search term shows potential interest in the vehicle. The second search term shows that the searcher is shifting to a buying mindset and may be ready to make a purchase.

This requires brands to adapt their approach, not abandon what’s already working. 

Not to sound like a Google apologist (oh yes, they exist), but remember that Google is now more of an AI platform than ever. In fact, it’s the most prolific of AI platforms when it comes to connecting consumers with brands. 

HOW DOES MY BRAND ADAPT THEIR APPROACH TO SEARCH?

I’m glad you asked! If it was up to me (wait, what?) I would take a long look at my organic digital assets (website, social media) and make certain that it gives the information that a consumer seeking information would provide. It’s no longer that important that you know my restaurant serves lasagna … it’s more important that you know that my lasagna is made with handmade fresh pasta and that my tomatoes are locally sourced, oh, and there is a gluten-free option (love you mom). Big bonus if the dish and my restaurant have a 5-star Google rating. (AI loves that shit, sorry mom.) 

If this information doesn’t exist anywhere, then AI platforms can’t share that with a searching consumer. So, step one of adapting is to make sure your value propositions all exist in the digital spaces that AI pulls from. I underlined this for emphasis. Your website, your reviews, and your social media pages all need to provide the information that people conducting searches are seeking. 

Make sense?

Good! On to my next point. Your paid search strategy needs to adapt as well. Expensive, broad search terms like Italian Restaurant near me will still yield results, but paid search terms need to get with the program as consumers adapt to our new AI world. Consumers want and get more information now. Your paid search terms need to provide it.

Intent > Keywords … 

I SELF-MANAGE MY SEM CAMPAIGN … WHAT’S NEXT FOR ME?

Make certain that you are deep-diving into your site analytics. Everyone’s website tells a story, but only the most astute can read it. Conversion tracking is first, and then backtrack from there. What is driving the acquisition of new customers? 

Next, let’s look at where opportunity lies. What value proposition(s) can you lean into to differentiate your brand from your competitors? Engage these opportunities and monitor them like the baby quail they are. (inside story alert) 

I’d be amiss not to mention that Google Search Console now lets you see which content appears in generative AI results. The ink is barely dry on this, but this is why all this action is still best handled by professionals with names that rhyme with tandrew, kaylor, and matherine. 

Lastly, don’t ever think that crushing your search strategy is going to offset a bad product, poor service, or even a lack of solid brand story in the strange land we call digitalville. (Just made that up, swear … waitress, I’ll have another)

Search is changing … it’s not disappearing. Being adaptive is not important; it’s critical.

Ed’s been doing this for a minute, but that doesn’t make him smarter than you. He is here to help. If you’re struggling with how to adapt your search strategy, you should reach out to Ed, who will forward you to Andrew, Taylor, or maybe even Catherine. He can be reached at ed.olsen@rethincadvertising.com.