Changing search behaviors demand new customer strategies

Suddenly, what we’ve been talking about for so long is happening. When you Google something, you no longer just get a list of links to click. You now get an AI-generated summary right on your screen — fast, efficient, and fundamentally different. For those of us working in digital outreach, it’s time to take a closer look at what this really means.

Google is changing the game

Google now generates over two billion AI answers every day, in more than 40 languages. This is changing how we search for information, make decisions, and interact with brands. In one example, Google showed how a search for strawberry picking for a family with children produced an AI-generated answer with multiple suggestions — but the concrete links and map information appeared much further down in the results.

This has consequences. According to a Pew Research study, users click on a link in only one out of every hundred AI answers. That’s a dramatic shift in how we behave online. We remain inside Google’s ecosystem (or whichever platform we’re searching on). This means fewer people reach your website, your article, your offer. And it means you need to rethink your approach.

What do we need to do differently? 

We first need to understand how our customers actually search. They want direct, clear, and trustworthy information. This means your content must be optimized to be included in AI-generated answers: concrete, relevant texts that answer questions and build trust. You need to be both clear and consistent.

It’s time to take your place

We are facing a major shift in how people navigate digitally. This also means an opportunity to reach out in new ways — if we are ready to understand and adapt. So the question is: how do you future-proof your communication when search behaves in an entirely new way?

But how do you actually do that in practice?

To future-proof your strategy, you need to work with both traditional SEO and the new AEO (Answer Engine Optimization). Here are five concrete areas to focus on:

1. Build authority with E-E-A-T

Google AI prioritizes answers from expert and trustworthy sources. That’s why Google’s concept of E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) is more important than ever.

Practical tips:

• Show who is writing: Include clear author bios with photos and links to their social profiles (especially LinkedIn). Why is this person an expert?

• Be transparent: Create a detailed “About Us” page that tells your story, shows who you are, and what you stand for.

• Provide proof: Use case studies, reviews, and testimonials across your site to build trust. Link to independent review platforms.

Learn more about E-E-A-T: https://developers.google.com/search/docs/fundamentals/creating-helpful-content

2. Structure content for AI interpretation

For AI to pick up parts of your text and create an answer, the content must be extremely clear and logically structured.

• Practical tips:

  • Use question-based headings: Structure your articles around the questions your customers actually ask. Tools like Google’s “People Also Ask” can provide inspiration. Example: instead of “Our Services,” use “How can your company help me grow?”

  • Think in lists and steps: Use bullet points, numbered lists, and step-by-step guides. AI loves to pull from formats that are easy to summarize, such as “5 tips for…” or “A 3-step guide.”

  • Use structured data (Schema Markup): This is like giving Google a table of contents for your site. Marking up your content as FAQ, How-To, or Article with schema code helps AI understand exactly what each section is about, increasing the chances of it being used in an AI-generated answer.

3. Shift from keywords to topics (Topical Authority)

Instead of optimizing one page for a single keyword, you need to show that you’re an expert on an entire subject area. The goal is to become the go-to source in your niche.

• Practical tips:

  • Create topic clusters: Build your content in clusters. Have a central “pillar page” covering a broad subject (e.g., “Everything About Digital Marketing”) and link it to more in-depth articles on specific subtopics (e.g., SEO, social media, email marketing).

  • Answer deeper questions: Don’t stop at explaining what something is. Explain why it matters, how to do it, and what common mistakes to avoid. This demonstrates deep expertise.

4. Think beyond the click: Focus on mentions and brand awareness

As you’ve seen, fewer people will click through. This changes the goal of your search presence. Being mentioned as a source in an AI-generated answer is now a critical KPI.

• Practical tips:

  • Optimize your Google Business Profile: For local businesses, this is essential. Ensure all information is complete and up to date, and encourage new reviews. AI often pulls from here.

  • Be present across platforms: AI looks for consistent information from multiple sources. Make sure your expertise is visible on YouTube, LinkedIn, industry forums, and other relevant platforms. A strong cross-platform presence strengthens your credibility.

5. Include unique data and perspectives

AI is great at summarizing existing information. What it cannot do is generate new, unique insights. This is your biggest opportunity to stand out.

• Practical tips:

  • Share your own data: Publish insights from your customer surveys, analyses, or internal data.

  • Take a stand: Don’t be afraid to express an opinion. A well-founded perspective from an expert is more valuable to both AI (and readers) than a neutral summary.

  • Share real experiences: Use customer cases and personal stories. This is content only you can provide.

At GrowingSmart, we work every day to help organizations prepare for this digital behavior shift. Get in touch if you’d like to explore how we can do it together.