The Future of Search and Discoverability - Key Takeaways

The future of search and discoverability is undergoing a seismic shift driven by advancements in generative AI, user intent personalization, and the diversification of search platforms. 

Here are the key takeaways from the discussion from our brilliant panel:

🎤 Matt Cardwell, Former Sr Director of Search, Rocket Mortgage

🎤 Kevin Indig, Growth Advisor, Hypergrowth Partner

🎤 Brent Bouldin, Partner, New Media Advisors

Evolving Search Landscape:

Traditional search engines, notably Google, are prioritizing semantic understanding and personalized user intent over static keywords and links. This evolution is powered by AI models that generate more accurate and tailored responses, encouraging users to ask longer, more specific queries.

• "Google’s AI overview gives much better answers to long, specific questions than traditional results. The shift means companies can create content for narrower, long-tail queries." 
• "Users now expect platforms to understand intent behind longer, conversational queries. Search teams must focus on user intent and personalization to remain relevant." 

Beyond Google:

Platforms like TikTok, YouTube, and Amazon are increasingly becoming search hubs, especially for younger audiences. Companies need to adapt by adopting a multi-channel strategy, recognizing that search extends across multiple ecosystems beyond Google.

• "Younger users are increasingly using TikTok, YouTube, and Instagram as search engines. Your discoverability strategy must reflect these behavioral shifts." 
• "If you're relying solely on Google, you’re missing opportunities where users are engaging—on platforms like Reddit, TikTok, and Amazon." 

Long-Tail Keywords Resurgence:

With AI improving its capacity for nuanced content matching, long-tail keywords, once niche, are becoming mainstream. Companies with robust long-tail strategies are better positioned to capture audience intent across the funnel.

• "Companies with strong long-tail keyword practices are thriving in this AI-driven environment, as users seek more specific answers." 
• "Platforms now support natural language queries, like ‘homes in a specific school district.’ This expands opportunities to create granular, targeted content."

Content Quality Over Quantity:

Google’s recent updates penalize low-quality content at the domain level, emphasizing the need for high-quality, intent-driven content. Structured, focused, and authoritative content not only ranks better but also appeals to AI systems generating summaries.

• "Google now evaluates content quality across your entire domain. Low-quality content in one section can hurt your whole site." 
• "Focus on creating meaningful, authoritative, and experience-driven content that satisfies user intent. Optimize for people, not engines." 

Discoverability Redefined:

The linear customer funnel is obsolete; discovery happens everywhere—social media, forums, video platforms, and even AI-driven searches. Companies must create content tailored for specific platforms and formats (e.g., short-form video for TikTok or Reddit participation) to meet audiences where they are.

• "Gone are the days of linear funnels. Discovery happens everywhere—YouTube, TikTok, forums, and social media. You must meet users where they are." 
• "Short-form video for TikTok, longer videos for YouTube, interactive tools on your site—it’s about tailoring content to different stages of the user journey." 

Adapting to AI’s Role:

AI’s integration into search (e.g., generative AI summaries) is reshaping discoverability. Early adoption and experimentation in generative engine optimization can offer competitive advantages, as AI citation mechanisms favor structured and listicle-style content.

• "AI models favor structured articles like listicles for citations. To rank in generative AI summaries, content must be concise and well-organized." 
• "Generative AI is democratizing discoverability. Even small players can appear next to giants if their content aligns with user needs and AI algorithms." 

Testing and Attribution Challenges:

Controlled testing, such as regionalized strategies and ad-based channel validation, is crucial for identifying high-impact platforms. However, attributing ROI on non-Google platforms remains complex, requiring innovative approaches like incrementality measurement and audience self-attribution.

• "Use paid search and advertising to validate if your audience exists on a platform. Once confirmed, develop an organic strategy to capture them." 
• "Attribution isn't perfect. Measure incrementality—what additional impact are you getting for each dollar invested in new platforms?" 

Strategic Focus on Growth:

Organizations must balance sustaining proven strategies (e.g., organic search) with investing in experimental channels to future-proof their discoverability efforts. Success requires tight integration between search, content, and analytics teams.

• "Search can’t operate in isolation. Collaborate with teams developing content for TikTok, YouTube, and social media to align discoverability strategies." 
• "You need a balanced approach—80% on proven strategies, 20% on experiments. Cutting experimentation entirely hampers future growth." 

The overarching message is clear: adaptability, experimentation, and audience-centric strategies are essential as discoverability continues to expand beyond traditional search engines.

If you missed the workshop, you can view the recording here.

Published January 20, 2025