Since ChatGPT launched in November 2022, users have flocked to generative AI. It’s become a go-to tool for many research-based queries, and is already influencing how people interact with search engines: their search behaviour and experience expectations.

User search behaviour. 

Google users tend to convert their question into search terms, but generative AI skips this mental process. Users enter more conversational queries as AI prompts, using natural language and more specific, long-tail questions to generate personalised answers. 

Users also add context to their AI conversations by asking multi-part queries, entering several prompts to generate a more in-depth response, or to continue their research journey with supplementary questions. 

In short: Google search terms are more conversational and users enter more queries per session. 

Page experience expectations.

Generative AI has raised the bar for user experience across search engines. Users don’t want to scroll through multiple Google results pages or click through to multiple sites. They expect the first few page results on Google to be instantly recognisable as relevant to them via metadata: titles and descriptions that accurately acknowledge and answer their question. 

After clicking a search-engine result, users then expect content to anticipate their onward journey: a top-level summary supplemented by in-depth information, with links to relevant sub-topics.

In short: Users expect hyper-personalised Google page results and relevant onward content journeys.

How to meet changing search behaviour and experience expectations:

1. Optimise content with natural-language keywords.
   Adapt your keyword strategy to include natural-language terms specific to the user intent. Investigative keywords – the terms people use when they’re in research-mode – are becoming longer and more conversational, so include these throughout your top-of-funnel content.
   
   Commercial-intent keywords – the terms people use for bottom-of-the-funnel searches – are not changing in the same way, so continue to use shorter, more direct keywords related to your specific offering.
2. Align metadata to search queries.
   As search terms become more conversational, it’s important to include specific queries in the meta title so users can assess relevance at a glance.
   
   The same logic applies to meta descriptions. Summarise the content using natural language, and include secondary keywords so users know exactly what to expect when they click through.
3. Mirror conversations across top-of-funnel content.
   Instead of using wordplay to create clever titles, include the search question as a heading and provide the direct answer underneath. Continue this q-and-a structure to create an in-depth article that mirrors conversational AI models and multi-thread queries.
4. Create pillar pages aligned to specific search queries.
   If you have significant expertise in a topic, pillar pages allow you to provide a top-line answer to a specific query, followed by in-depth insight. Include links to author profiles to increase authority and build trust with users.
   
   Avoid promoting products or services within top-of-funnel content, but showcase your expertise using internal backlinks to sub-topics, providing an onward content journey for the user.
5. Don’t underestimate the power of the human brain.

The content generated by AI is – for the moment, at least – superficial and perfunctory. It answers queries fluently, but doesn’t provide the unique perspectives and strategic thinking users are searching for. 

People want to hear from a reliable expert with real-life experience in the field – and that’s something AI can never be. 

Want to know more about how your customers’ search behaviour is changing? Or looking to optimise your marketing content in the age of generative AI? Let’s talk it through.