One of the hallmarks of Google’s business models from the very beginning was its alignment with explicit user intent. It addressed the classic “half of my ad dollars are wasted” dilemma in legacy media by giving users a tool to specify exactly what they’re looking for – a softball for ad targeting.
This explicit intent is still the case in search, but it increasingly propels competitive forces such as Chat GPT and searches that increasingly happen on TikTok. This loosens Google’s exclusive grip on intent-based advertising. ChatGPT for instance, lets you explicate your need… and with natural language.
As this happens, the plot thickens for businesses that want to be found. According to Yext Chief Data Officer Christian Ward, the name of the game is to differentiate two main consumer actions: explore and exploit. Brands need to determine how and if they align with each… then position accordingly.
You may remember we recently discussed adjacent digital marketing topics with Ward including the difference between personal & personalization, and the growing imperative to “convince the machine.” Now we switch gears to the above topic: the widening dichotomy between exploration and exploitation.
Complexity & Enjoyment
Much of this traces back to user behavior in the Open AI era. AI has disrupted the traditional brand discovery journey, says Ward, which in turn alters how they search and make decisions. And importantly, their intent varies depending on the platform or method they turn to. The medium is the message.
“As highlighted in Google’s 2020 framework, “The Messy Middle”, consumers decide between exploration—seeking information—and exploitation—taking action,” he told us. “This shift requires brands to evaluate two critical dimensions of their offerings: the complexity of the consumer’s journey and the level of enjoyment (or time invested) associated with it.”
As Ward states, it’s a function of the complexity and enjoyment/immediacy of the need. Ward offers the example of vacations and divorce attorneys – both complex but differing in enjoyment. Then there are simple task-oriented searches, like finding fast food or pet supplies, requiring minimal exploration.
Knowing which one of these scenarios your product fits in will be a key step in 2025 says Ward. Of course, what follows is a complex set of tactics in optimization and presence management. But knowing what you’re shooting for is a critical precursor. Will consumers find you while exploring or exploiting?
The Players Have Changed
Why is this important? It increasingly determines where brands should plant themselves and the tactics they apply to getting found on those channels. As always, it’s all about optimizing one’s presence and promotion based on how various consumer touchpoints (e.g. Google, ChatGPT) rank things.
“Brands must rethink how consumers explore their offerings, especially as ranking factors increasingly align with complexity and likability,” said Ward. “For complex services like legal advice, more than proximity-based search is required. Instead, brands should prioritize structuring data to support nuanced exploration, meeting the evolving expectations of today’s consumers.”
In some ways, all the above is reminiscent of the old term: “The players have changed but the game remains.” Broadly speaking, it’s all about reverse-engineering ranking algorithms… as the game has always been played. But those ranking algorithms are quickly changing, requiring more agile action.
Of course, a constantly-shifting algorithm isn’t new, given Google’s ongoing updates that have kept the SEO world on its collective toes for years. But now there’s more dimensionality with ChatGPT and others in the mix – and how they in turn accelerate Google’s moves. Businesses that keep up will have an edge.
Header image credit: Kalen Emsley on Unsplash
