Marketers: adapt to the search-first consumer—AI summaries and onsite search now drive conversions. Use first-party search data to win and retain customers.
AI is rewriting the rules of digital discovery. In the span of just a year, we’ve seen a flood of new acronyms, including AIO (Artificial Intelligence Optimization), AEO (Answer Engine Optimization), and GEO (Generative Engine Optimization). Each captures how search is changing, but the common thread is simple: People turn to AI-powered summaries and answer engines instead of clicking through endless links.
Research from Bain & Company shows that 80% of people now rely on AI-generated summaries for at least 40% of their searches. That’s a staggering behavioral shift. It also means that when users arrive on your website, they do so with new expectations. They’re in a zero-click mindset. They don’t want to browse; they want answers. And they expect those answers to be fast, accurate and trustworthy — practical AI tuned to your content, not generic results.
Imagine this: A prospective student types “best nursing programs near me” into Google or SearchGPT, only to be greeted with an AI overview synthesizing program highlights, graduation rates, and tuition estimates. Curious, they click through to a university’s site. At that moment, they expect the same level of clarity and immediacy. If the school’s search bar can’t surface details on admissions, scholarships or course requirements just as quickly, the experience falls flat. Expectations shaped by external AI now define how people judge an institution’s website and can even impact brand reputation.
The New Marketing Challenge
Marketers have long obsessed over how to get people to the site. Search engine optimization, paid media, social campaigns, and now AIO, AEO and GEO are all focused on visibility. But what happens after someone arrives?
If your website search experience fails, the investment you made to get that visitor in the door is wasted. They’ll leave quickly and may not return. The marketer’s challenge is no longer just about awareness or acquisition — it’s about what happens in those crucial moments when the visitor asks their first question on your site.
Onsite Search as a Conversion Channel
Too often, website search is dismissed as a functional feature. In reality, it’s one of the most powerful conversion channels available. Each search box interaction reveals intent. Someone typing a query is telling you exactly what they want, in their own words. That’s a marketer’s dream signal, full of invaluable first-party data.
A strong search experience can take that moment of intent and turn it into engagement, while a weak experience can send the visitor away. That searches a critical lever for driving conversion rates, nurturing interest, and increasing satisfaction.
Content Implications of Onsite Search Data
Search queries are more than actions; they’re insights. They highlight gaps in your content library. They reveal where your messaging doesn’t match the language customers use. They expose the questions people are asking that your site isn’t prepared to answer.
Marketers should treat search data as part of the content life cycle. It should guide content creation by helping identify what’s missing, what needs a refresh, and how to structure information more effectively. By doing so, you align your strategy with what your audience is actively seeking, not just what you assume they need.
The First-Party Data Advantage
With third-party cookies on the way out, first-party data is becoming the backbone of digital strategy. On-site search provides a direct line to behavioral data that’s both privacy-safe and highly valuable. It shows what individuals are interested in, how they phrase their needs, and where they encounter friction.
This is insight no campaign dashboard can provide. For marketers navigating a world of stricter privacy and fragmented channels, onsite search data is a rare and powerful asset to tune personalization.
The Marketer’s Opportunity With Search
AIO, AEO and GEO may dominate headlines, but they’re only part of the story. The real opportunity for marketers lies in turning onsite search into a strategic engine that delivers answers to customers and insights to teams.
Brands that embrace this mindset will stand out. They’ll not only bring people in through the front door but also create seamless, answer-driven experiences once they arrive. In doing so, they will build trust, loyalty, and long-term engagement.
