If you heard "Search Engine Optimisation" (SEO), what would come to your mind? Probably 2 things, "keywords" and "backlinks". Those are one-time optimisations that historically were for search engines that more simply served sitelinks based on search keyword matches. However, 'SEO tactics' alone don't cut it for today's Search engines which are rapidly evolving - namely Google's Search Generative Experience (SGE) and Bing AI.

Optimising solely for search engines is outdated.

Augmented AI or 'AI-enhanced' multimodal search is the transformed digital landscape we can already see today. Voice AI and natural language processing can be blended with image, video and text-based mediums providing people with new digital experiences across different settings from wearables to new environments like augmented reality (AR) shops.

The blending of media and AI assistants is enabling more natural and intuitive digital interactions for humans.

We're not holding our breath anymore for the tech fads like voice search to fade out. Generative AI (GenAI) has propelled the adoption of tech such as voice search with the astonishing capability of conversational search and conversational AI chat assistants.

Customer Experience is no longer limited to big brand players that design and react to existing customer interactions. AI-driven search unlocks real-time consumer personalisations and proactively assists users in the discovery of new content.

Users don't just type queries, they engage with AI systems.

This convergence of Search, Experience and Experiential Design brings me to intro "Experiential Search Marketing".

The Evolution of SEO: From SEO to SXO

First, let's talk about the main goal of 'Search':

Search engines are obsessed with satisfying the user's intent and needs.

Historically, search engines were designed to retrieve webpages based on keyword matches, similar to a librarian managing books.

It wasn't until advances in natural language processing and quality ranking (RankBrain/MUM/BERT Google algorithm updates through the mid 2010's) unlocked the ability for search engine algorithms to better interpret what users are looking for (User/Search Intent) and serve enhanced search results.

In recent years, search engine algorithms like Google solidified the convergence of SEO and UX (User Experience) by rewarding sites that provide good Page Experience (rolled out in June 2021), including:

• Core Web Vitals: metrics measuring page speed, responsiveness and visual stability
• Mobile-friendliness
• HTTPS
• Absence of intrusive popups
• Absence of excessive ads
• Well structured content

That gave way to "Search Experience Optimisation" (SXO), wherein website owners should prioritise improving the UX in addition to best practice for increasing their online visibility. This marked the beginning of SEO evolving to encompass user experience (UX) and user interface (UI) considerations.

With the launch of "Search Generative Experience" and Bing AI (generative AI in Google Search and Bing Search) many of us are unsure what's next.

"Generative Search" can present users with AI-generated answers to queries within the search results often able to satisfy the user's 'intent and needs'. It reduces the need for users to click-through to multiple websites to find what they're looking for. The boundary between 'on-site' and 'search engine result page' is disappearing. This realisation has many website owners looking to optimise towards appearing in those results as well as other AI search engines like Perplexity - you may refer to it as Generative Experience Optimisation.

At the same time, platforms like Shopify, have integrated GenAI for e-commerce Search Optimisation (Shopify Magic and Sidekick) to help businesses and content creators.

At this point, I hope you follow me in thinking about this increasingly integrated user experience and interface on Search that requires us to shake up the way we create digital experiences.

The rise of Integrated Search Journeys

Moving on from the traditional focus of separate digital channels or platforms like social media vs organic search vs paid ads vs email marketing we'll start to see how SXO is being outshadowed. The lines are blurring between previously distinct platforms giving rise to new consumer behaviours. AI-powered tech has evolved from simple 'assistants' into 'agents' which can generalise, understand, operate and execute tasks simultaneously. This means a single user journey can include multiple AI-driven touchpoints across:

• Voice assistants (Siri, Bixby, Google Assistant, Copilot, Alexa+)
• Visual search (Google Lens / Circle to Search, Bing Visual Search, Pinterest)
• AI search engines/chatbots (ChatGPT, Claude, Perplexity, DeepSeek)
• Traditional organic search (Google, Bing, Baidu, Yahoo, Yandex, DuckDuckGo)
• Social search (YouTube, Reddit, TikTok)
• and more like Browsing Assistant AI, Transcript AI etc.

All unfolding in a matter of seamless seconds or over the course of days or intermittent months.

Moreover, the stopgap of superficial "personalisation" can be filled with a sense of feeling that AI-powered experiences can understand and anticipate human needs while reducing the mental load or effort required from the user.

As Search and AI become more embedded in our everyday lives, from learning and discovery to using free tools to lifestyle choices to buying decisions and transactions, the need for both brands and users to embrace 'Integrated Search Journeys' continues to grow.

For example, an iPhone user could ask Siri "Show me the best organic coffee nearby" and get Apple Maps + GenAI voice results. Such a conversional query would differ to a traditional Search Journey where the same user would have typed out the query like "cafe near me", then clicked-through to Google Maps and then scrolled through several pinpoints before choosing one that suited them with organic coffee brews.

AI can help you deliver specific content that caters to a wider range of needs so why wouldn't you try to be more helpful? Take web accessibility for example: you could cater to a wider range of needs in the form of an AI-poweret control panel-like widget that can scan, fix and optimise your webpages in real-time.

An Integrated approach with Search Experience strategy and AI

The pace at which digital innovation is accelerated with AI can seem overwhelming. At the same time, it presents incredible opportunities as the digital landscape levels the playing field. Small players are enabled with AI tools and systems to quickly and cost-effectively:

• grow followings
• identify niche audiences
• create helpful content
• generate websites, apps and marketing assets etc.
• build personal brands and more.

However, tech and AI alone are not enough.

What differentiates a sustainable brand is anticipating a user's needs.

In a counterbalance to the new AI trends we can pursue sustainability by reducing 'online waste'. Using AI to help us maintain helpful content and only create content that will 'satisfy a user's needs' is potentially how we future-proof Search Experiences.

Creating intentional content

The first step for existing brands is to look back at their content libraries and ask 'to what purpose are these serving?'. Are you pushing sales or are you providing real value for users? Are you blasting out copies of the same messaging on every channel or are you tailoring content for different audiences?

Ask the "Who, How, and Why" about your content - Google Search Central, Creating Helpful Content

For entrepreneurs and startups, a Search Experience strategy means you don't have to invest in creating masses of content to compete with top players.

Creating content with intention means empathising with people who would benefit from it.

AI and data are the keys to quickly unlocking the Search Intent and Empathy mapping for digital behaviour in contrast to interviewing thousands of users in person. Using AI and data expands enablement constraints so that your 'online reach' helps one to learn quicker and reach more people for positive impact.

Predicting needs and adapting in real-time

Generative AI can practically accelerate most business areas, from market research to online user intent modelling and analysis to branding, content and media creation to basic campaign planning. The next step, for us to change the digital landscape for better Experiences, is to shift from being reactive to proactive. Working with AI we can improve how we anticipate intent and needs in order to be incredibly agile.

The opportunity for many websites to transform into AI-powered webapps is big. Similar to how Netflix's algorithm predicts what content a user wants to watch based on intent signals to dynamically present recommendations. Or how TikTok prioritises context, behaviour and engagements signsl in it's algorithm to keep users hooked. AI-powered Search Experience has the ability to shape a user's future behaviour based on their implicit needs.

Concluding thoughts

There are several key developments that call for us to reframe online marketing

• Tech and innovation are more accessible with AI: the democratisation of AI empowers businesses of all sizes.
• Search is becoming an integral part of digital experiences: it's no longer a functional aspect but an integral part of the overall user journey.
• Search Experience can predict user intent and shape user behaviour: this exciting development means businesses can go beyond just attracting and engaging with users.
• Experiential Search Marketing can empower entrepreneurs: user-friendly AI platforms give startups the tools to grow with marketing at the front instead of a 'nice-to-have' investment.
• Search Experience Strategy can help with sustainability: by focusing on creating holistic and human-centered experiences, businesses can reduce internet waste and support long-term online organic growth.