Search is Changing
| FROM | TO |
|---|---|
| Google, AI Search Engines, Social Media | |
| Keywords | Overall Content & Brand Association |
| Text Content | Text, Videos, Reviews, etc. |
| Website Optimisation | Content Strategy Across: Website, Social Media, Reviews, 3P Content, PR, etc. |
| Clicks | Brand Building & Visibility |
The New Era of Search
AI Search
Nearly 1 in 2 now use AI search as their preference (McKinsey - The New Front Door to the Internet)
Zero-Click Search
AI Overviews mean 68% of searches on Google now end without a click to a website (SparkToro)
Social Media Search
43% actively search on social media daily (Ofcom - Adult Media Use & Attitudes Report)
Search Marketing Strategy Services
1) Understand the platforms your audience searches across.
2) Audit your visibility across AI search, Google and social media search engines. And benchmark vs your competitors. Find out how we do this with help from OtterlyAI. (insights)
3) Set KPIs and create a measurement framework to track performance.
"At OtterlyAI, we're thrilled to partner with mff marketing to help more brands show up in AI search results. Consumers have been using ChatGPT and Perplexity for a while now, but most businesses are still figuring out how to be visible there.
mff marketing is bridging that gap, helping brands adapt to where their audiences are actually searching."
Frequently
Asked
Questions
Search marketing strategy helps brands increase their visibility wherever their audience searches. This includes AI search engines, social media platforms and Google.
A search marketing strategy helps brands to identify their audience, the platforms they search in and the conversations & keywords they use.
Traditionally users searched in Google and clicked on a result (often page 1) and visited the website. Today, search is fragmented across AI search, social media and Google.
Users see summary answers via AI Overviews or social media videos and often don't click out to websites.
This has resulted in search marketing becoming both an awareness and a traffic driving channel.
Absolutely, SEO both content and technical site structure is fundamental to visibility in AI search engines and Google AI Overviews.
Getting mentioned in AI search can be much quicker than traditional SEO. mff marketing offers a 90-day sprint package for brands looking to drive traction through search marketing at speed.
mff marketing uses a three step process to drive visibility in AI search results.
- Audience research to understand the platforms and conversations (prompt research) your audience has around your category
- Tracking visibility in the search channels your audience uses through tools such as OtterlyAI
- Content marketing strategy and distribution
Zero-click search refers to the search habit of searching without clicking on the result. Today, AI Overviews provide the answer to a query without the need for a user to visit the website. This has resulted in 68% reduced clicks from Google.