AI is changing search behaviour – 3 tips to deliver success

AI and Large Language Models (LLMs) are fundamentally reshaping the search landscape. Search engine results are moving beyond the blue links and giving marketers the ability to think outside that traditional SERP-shaped box. This shift was a key theme at this year’s BrightonSEO event, and I was excited to bring IDHL’s expertise to the stage. 

Drawing on my insights from 15 years in the industry, I outlined exactly how changing SERPs and the era of answer engines is redefining search behaviour and identified three tangible tips to success as the goalposts evolve. 

The age of the ‘answer engine’

For decades, the structure of SERPs was dominated by the blue links consumers see after hitting search. The way information is presented to audiences has changed - both SERPs and generative results reflect a far more complex understanding of query intent and is impacting user behaviour.

Today, there is an expectation for immediate, on-demand expertise. LLMs and AI tools are leading the charge, flipping the narrative: instead of doing the work yourself, the work is done for you in search.

Users are no longer content with clicking through multiple links to digest information; they expect the search engine to perform the action. This is reflected in their behaviour:

• The average search query length in Google is 2 – 8 words.
• AI prompts are more conversational, often spanning 10–50 words and incorporating specific requirements, exclusions, and caveats.

Users are shifting from keyword-based research to natural language prompts driven by individual preferences and desires. AI is streamlining the traditional research-to-transaction funnel, addressing all points in a single, complex prompt.

Our tips for adapting to AI-driven search

As search engines adapt to AI, your business needs to reciprocate. Using IDHL’s proprietary research across 50 topics surrounding the key drivers of LLM citations, here are the three key strategies to navigate this new landscape: 

Focus on customer intent, not just the prompt

LLMs are adept at understanding the nuances of what users are implying, so don’t worry about the prompt. Your focus should turn to the deeper intent behind what your customers are asking. Content should anticipate these needs – whether that is to make a purchase, compare options, or simply get more information.

Map out the features of your products and services and consider the bigger picture for your audience: What are the advantages of a particular feature? How does it directly benefit them? Understanding this link between feature and benefit is key to identifying and prioritizing the decision drivers for your customers.

Structure your content for AI clarity

LLMs thrive on signal organisation and analyse the structure of your content – so provide the right cues. Well-organised, clear content is prioritised by LLMs, which means using: 

• Proper use of heading tags to establish hierarchy 
• Bullet points, numbered lists, and tables for easy data prioritisation 
• Short, focused paragraphs and clear summaries to allow the LLM to quickly grasp the main points

Concise, factual information that directly answers questions will always rise to the top and is more likely to be used for retrieval and citation.

Nurture relationships with your operations team

AI doesn’t work in a vacuum. Operational factors like customer service, fulfilment, and delivery directly impact how your brand is perceived online. LLMs are designed to factor and surface brand reputation into their outputs. 

Remember, you can’t optimise yourself out of bad sentiment. Your entire business needs to be aligned to deliver a seamless customer experience.

Future-proof your search strategy

The search industry shows no sign of slowing down. Time is ticking to adapt your strategy and IDHL is waiting. Partner with our experts to translate these AI shifts into tangible performance gains for your business. Get in touch today to discuss our services.