The notion that search is dying oversimplifies a much more dynamic reality. Certain segments are evolving faster than others, reflecting shifts in consumer behavior and technology rather than decline. The opportunity lies in understanding the intent behind each segment and responding strategically to where enduring value remains.
There is truth to the idea that the traditional informational search query is in decline. Broad, example-based searches such as “What’s the best product?” once defined the gold standard for SEO, but no longer deliver the same value.
Now, AI assistants and SERP snippets cut straight to the answer in more than one-quarter of searches. That’s where consumer behavior — and smart search marketing — is headed.
Build a defensible strategy to adapt
First, recognize the shift in consumer behavior. Users are moving from keyword searches to conversational, contextual questions. The ease and immediacy of the LLM experience set a new benchmark for what people expect when they look for answers. But as discovery becomes more effortless, users still need a place to complete the transaction. That’s the point where a refined search strategy can capture incremental value.
The point of conversion often traces back to a navigational search. Within paid search, those moments take two forms: branded and non-branded. Branded navigational searches are straightforward, but how you structure them in your campaign setup can determine whether you’re paying more than you should for a conversion. Think about the difference between a branded query such as “West Elm” and a navigational search such as “West Elm near me” or “West Elm store locator.”
The second reflects omnichannel intent, signaling users who are ready to act. Because these navigational queries are less competitive and sit further down the funnel, you can often reduce average CPC by 5% to 7% while improving conversion performance by guiding users to their intended destination, resulting in a more favorable cost-per-conversion outcome.
The same applies to branded product searches. When a user searches for a branded term such as “Harris sleeper sectional” instead of a generic “sleeper sectional,” the likelihood of conversion improves dramatically. That’s where a well-timed product listing advertisement, especially one with a strong visual, can make the difference.
The aforementioned branded searches are typically included in most search marketing campaigns. What often gets overlooked are non-branded navigational searches. For West Elm, “furniture store near me” is the non-branded auction opportunity. It’s the least preferred of the two options since the customer isn’t captive, but the level of omnichannel intent remains high.
The same logic extends to service-based businesses. In coworking, for instance, a non-branded navigational search like “coworking space near me” captures open intent, while a branded search such as “WeWork near me” reflects a customer ready to choose. The short answer is this: build for direct access with clean URLs, a crawlable catalog and a branded schema that’s machine-readable and backed by authoritative, contextual content.
Better play: Win on brand and win in syndication
When the consumer searches for your brand or asks the LLM for you by name, you win. When they ask a generic question, control shifts to the marketplace. The tactics outlined above can help you reclaim that ground by capturing more citation share.
But that first option is the position every brand should aim to own. Instead of optimizing search campaigns for “best sleeper couch,” the real win is making people think “West Elm” when they need a sleeper couch because “West Elm” is a navigational query that still wins, even if Google’s results page changes. And while there must be macroeconomic demand to justify the investment in brand, storytelling across channels is the new gateway to return.
What does that really mean?
It all comes down to your syndication strategy. Use social, video and influencer channels not just to drive sales, but to build recognition. The gap between “show me modular couches” and “show me modular couches from West Elm” is where brand power lives. Every scroll that ends with your logo raises the odds of a future direct search and converts recognition into sales.
First, define your channel strategy. For omnichannel, direct-to-consumer brands, the priority platforms remain TikTok, Instagram, YouTube and Pinterest. Each serves a distinct role: TikTok builds personality, Instagram drives aesthetic, YouTube delivers education and Pinterest fuels aspiration. Speaking the native language of each platform while maintaining brand consistency is critical.
Understanding those dynamics also shapes your influencer approach. Your focus should be on association, not reach. Partnering with the right creators transfers credibility and strengthens brand equity across audiences.
Second, define the content strategy. Aim to tie your story to a clear purpose and make it AI-ready. While LLMs compress product specifications and non-standard content, they do not compress stories.
In furniture, these stories should center on the attributes that define the category and differentiate the brand. A categorical approach, built around collections instead of individual items, gives AI meaningful context to connect to, and customers respond the same way. Your content strategy should lead with people and the spaces they inhabit. Authentic storytelling builds trust and recall.
The next time someone asks how to optimize AI-driven search, remember that the opportunity runs deeper than a list of technical adjustments. The real advantage lies in anticipating intent before it’s expressed and engaging customers as they navigate, at the lowest cost of acquisition.
Organizations that master this shift won’t just optimize performance. They’ll redefine how discovery, efficiency and brand connection create value in the age of AI.