The ways users interact with search has changed over time. Thanks to AI and voice assistants, people ask more conversational and complicated questions instead of typing simple keywords.
Businesses and marketers should optimise for this new search behaviour to stay relevant in the fast-moving digital landscape.
Search behaviour evolution
Since the early days of the World Wide Web, people have looked for information by using search engines, like Google and Bing. Questions typically consist of short keyword phrases, like “best shoes on the internet” or “weather today.” The search engine will return a list of relevant web pages, and users filter through the results to find what they need.
As technology and AI has advanced, search behaviour has shifted from searching for websites to seeking direct answers. This has given rise to featured snippets from Google to the proliferation of voice assistants such as Amazon’s Alexa, Apple’s Siri, and even AI platforms like ChatGPT.
With conversational AI models, users can phrase questions using natural language. For example: “What are the top five ways to optimise my website for SEO?” or “What is the weather like in Paris tomorrow?”
More importantly, users are looking for direct, actionable answers rather than lists of links.
Answer engines vs. search engines
There are significant differences between search engines and answer engines, such as the methods used to obtain data through questionnaires and the presentation of results.
Search engines like Google, Bing, and Yahoo automatically list the websites from which users need information. This type of search is ideal for individuals who want to delve deeply into a particular topic.
On the other hand, answer engines provide direct answers in natural language responses. Voice assistants are concerned with brevity. For example, when one asks Siri what the weather is, the response is a concise sentence rather than a list of results.
Long, specific answers, like those provided by AI chatbots such as ChatGPT, eliminate the need for further navigation.
In comparison, search engines offer web pages as options towards finding answer(s).
The flow between answer engines and search engines 
Answer engines and search engines interact based on user intent and needs, respectively. Understanding this flow can help businesses further their content strategies.
Original query
Users often begin with a simple question that they would ask a voice assistant—such as Siri or Alexa—or they query Google.
A typical question might be something like:
“How can I improve my website’s SEO?”
Quick fix
An answer engine provides a fast, personalised, and concise answer, such as:
“Improve SEO by creating great content, keyword optimisation, and backlink building.”
Detailed explanation
When a user seeks further knowledge or needs more detailed guidance, they typically turn to traditional search engines such as Google. They are searching for blog posts, research studies, or video tutorials to learn more.
Reinforcement loop
Users who get broad information through searches keep coming back to refine their searches for more detailed information. As a result, a continuous search process becomes important to strike a balance between rapid answers and in-depth investigation.
Businesses should produce content that provides immediate answers and also delivers detailed information for those interested in specific details.
The new search funnel
User behaviour has inspired this new search funnel, which:
- starts with human intent
- navigates to answer engines
- moves on to traditional search engines for deeper research.
Human intent
The search journey begins with a question. Today, users express this intent conversationally as they speak or type it out.
Answer engines
Along with voice assistants, these provide direct answers to users who require immediate solutions.
Search engines
When the answer is insufficient, the user turns to search engines for further details about the topic.
For instance, a user might ask Alexa, “How can I improve my website’s SEO?” and receive some general tips to get them started. If users are interested in learning more about these tips, they will likely turn to Google to search for comprehensive SEO guides or tools.
This emerging search funnel demonstrates that your business needs to optimise for immediate answers as well as detailed resources and tools.
Search funnel optimisation strategies
To stay competitive and relevant, businesses and content creators must adapt to a hybrid strategy that combines answer engines with traditional search engines. Here are some approaches to consider:
Relevance of content
Create content that provides quick, actionable answers to common questions, so answer engines can serve featured snippets. Even better, add depth and context so that traditional search engines take users deeper into the topic.
For example, a blog about SEO tips might start with a brief overview titled “Quick SEO Tips,” supported by more detailed information.
Structured data
Implement schema markup to allow search engines to contextualise the content they display. Structured data increases your content’s chances of appearing in a rich snippet, featured FAQ, and the “People also ask” section of a SERP.
Adding schema markup to your article, recipe, FAQ, or review enhances an answer engine’s ability to represent it effectively.
Voice and conversational optimisation
Optimise your content for voice search by embedding natural language and long-tail keywords common to everyday conversation. For instance, instead of using the phrase “Best coffee shops in London,” you could use the phrase “What are the best coffee shops to visit in London?”
You could also answer frequently asked questions for your audience and format your content in a Q&A style that fits voice queries better.
Future trends in search funnel evolution
Search behaviours are changing rapidly. Answer engines are becoming more important with the rise of AI, machine learning, and voice. Here’s what to expect:
- AI-powered search tools: The significant influence of AI-powered search tools like ChatGPT and Google Gemini on user interactions will require businesses to adapt to these AI-driven conversations.
- Personalised content: Answer engines will use user data to deliver tailored and relevant responses.
- Voice search domination: With smart devices and voice assistants continuing to rise, optimisation for voice searches will be necessary.
- Hybrid SEO: The right SEO will strike a balance between concise, answer-orientated content and complete resources for users at different stages of their search journey.
Adapting your content for the evolving search landscape
The face of search is changing: from simple directories to advanced answer engines. This will require businesses to rethink their SEO and content strategies for the new search funnel, from human intent to detailed searches with answer engines.
Brands can capture user intent by making sure:
- content is relevant
- data is well-structured
- information is optimised for voice.
As technology advances, success will depend on producing limitless, actionable content that feeds the wide range of search-driven audiences.
