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.
"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."