The way user search has changed. Search marketing is no longer just Google search. New search channels and formats are changing the way people search for brands.
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 |
Search marketing in 2026
- Zero-click search: AI Overviews, ChatGPT and Perplexity present an answer to searches and can result in 60% fewer clicks through to a website.
- Social search: Increasingly, searchers are turning to TikTok and Reddit to find answers and content.
- AI search engines: With more searchers turning to ChatGPT and other AI search engines, surfacing your brand in their results is key.
How mff marketing can help
-
Audit: Identify where your consumers are searching and discovering brands, and what topics they are looking for. mff marketing is partnered with OtterlyAI, a platform to identify what is presented back to searchers in AI search engines (ChatGPT, Perplexity, Google Gemini, and more).
- Content strategy: Building E-E-A-T content (Experience, Expertise, Authoritativeness and Trustworthiness) to build genuine associations between your brand and key topics in your niche.
- Content distribution: Distributing content through paid, owned and earned channels—including PR, social media, influencer and UGC, your website and paid ads.