How SEA marketers need to respond to AI-powered search engines

Today's internet is constantly evolving. The latest developments in search technology are changing how consumers seek information. AI-powered search engines, based on conversation and intent, are becoming increasingly important. This shift has a major impact on the strategies of SEA marketing experts. In this blog post, we explain how search behavior is changing and what SEA marketers need to do.

In the past, users entered keywords to find information. Today, search queries are increasingly changing. They are becoming more complex and dialogue-oriented, often processed by artificial intelligence. Voice assistants like Siri, Alexa, and Google Assistant are revolutionizing user behavior. They allow users to ask questions in natural language. This development is influencing online marketing, especially search engine advertising (SEA).

The integration of AI is changing not only the way search queries are made but also how advertisers present content. Performance marketing and email marketing play a crucial role in keeping up with this change.

In performance marketing, SEA marketers must adapt their strategies. They must focus not only on keywords but also on the intent behind the queries. Brands must create content that provides answers and fosters user engagement.

Email marketing offers an excellent opportunity to address the changing needs of consumers. Personalized emails, tailored to the interests and intentions of recipients, can be optimized through AI-based data analysis. This enables more effective targeting and a higher conversion rate.

One of the biggest challenges for SEA marketers is to rethink their keyword strategies. In the past, it was sufficient to integrate keywords into the text and rely on search volume. In the era of AI-driven search engines, however, brands must understand the user's search intent. They must create content that naturally addresses this intent.

This is where a keyword tool like SE Ranking comes into play. Such tools not only help identify high-performing keywords but also analyze search intent, trends, and competition in real time. By using a keyword tool, marketers can develop a smarter content strategy that aligns with how people actually search today.

AI not only understands the meaning of keywords but also the context of search queries. Search engines like Google are increasingly using algorithms based on semantic analysis. SEA marketers must now more than ever create content that reflects the conversational nature of search queries.

An example of the change in search behavior is the introduction of conversational ads. These ads directly respond to the specific needs and questions of users. Instead of running simple display ads, conversational advertising aims to interact with users in real time, offering personalized solutions.

A successful example is the WhatsApp campaign of an online shop. The shop uses AI chatbots to communicate with customers in real time. The bot not only displays products but also engages in an interaction that allows the customer to receive information. This increases engagement and drives direct conversions.

With the rise of AI-driven search models, it is becoming increasingly important to develop a well-thought-out content strategy. SEA agencies must create content that is not only optimized for a specific search query but also supports the conversational approach. This means content must be clear, concise, and above all, valuable.

The focus is increasingly on user experience. If a page directly addresses the user's needs, it is ranked higher by search engines. It is no longer enough to simply rely on keywords. Dwell time and engagement on the page are just as crucial as the keywords.

A good example of a successful content strategy would be the following: You rely on an AI-optimized content marketing strategy. You regularly publish content that directly addresses the most common questions of your target audience. This content is created using a AI-driven SEO tool. The tool ensures that you use both the right keywords and the best formats. The result is a significant increase in traffic and conversions.

The changes in consumer search behavior require a rapid adaptation of SEA strategies. Those who continue to rely on old methods risk falling behind. It is crucial to engage with the new search models, the conversational orientation, and the focus on intent. SEA managers must adapt their keyword strategies and content marketing approaches to meet consumer expectations.

To be successful, companies must continuously optimize their SEA strategies. They should align email marketing and performance marketing techniques specifically with the new search landscape. Media contributions and content that follow the natural language and intentions of users will be crucial.

Do you want to adapt your SEA strategies to the new requirements? Contact us at Media Beats GmbH. Let's work together on a future-oriented marketing strategy that effectively reaches your target audience.