Speaking the new consumer language of search: how brands and retailers can catch up

The rapid expansion of AI has completely changed the landscape for brands and retailers. What was once a trending topic of discussion 18 months ago has now become a cultural mainstay, and it’s changing how many people seek and evaluate information. From looking for tailored holiday itineraries or the cheapest price for a pair of trainers, to seeking relationship advice and even therapy, LLMs are now embedded into the daily lives of many. 

The accessibility of generative AI and large language models (LLMs) has opened up a new world for consumers. Many, especially younger generations, no longer seek simple answers to questions — they want detailed guidance and personalised conversations.

Information-seeking habits are changing

Such a significant shift in how users gather and analyse information has inevitably impacted search. When LLMs can deliver detailed, tailored information in seconds, fewer users are willing to invest the time in research with traditional search engines. 

Traditional SEO is all about matching keywords. But consumers are no longer looking for keywords or specific products. Modern search is about relaying and unpacking the meaning behind these queries, not just what is on the surface. We call this the new consumer language of search. 

Optimising content for Category Entry Points

Let’s take women’s fashion as an example. Google search trends used to be dominated by products. Consumers would search for things such as “floral dress”, “wrap skirt”, or “cropped trench coat”. This language is nice and simple, and something they could easily find on a brand or retailer’s website with a couple of filters.

Now, creating and optimising content for keywords is no longer enough to gain user attention and achieve SEO success. Users want context, suggestions, and solutions, meaning brands and retailers must understand the underlying needs, occasions and motivations behind what and how they’re searching — which is where Category Entry Points (CEPs) come in.

Category Entry Points are the usage contexts and needs of consumers in a specific category, and they’re key to building true mental availability. Brands need as many CEPs or contexts as possible to dominate a category. Identifying, measuring and optimising content for CEPs is therefore essential, especially as one-click purchase is slowly but surely moving over to ChatGPT rather than traditional search engines.

In this new world of search, consumers are already using CEP-language to find products and services. Let’s go back to our women’s fashion example. What a search for “cropped trench coat” a few years ago looks like now is different. Consumers are looking for things such as:

And a “cropped trench coat” is only one of the recommendations delivered:

If brands solely focus on the specific product keyword, they’re only competing in 20% of search, completely missing the other four potential solutions. But focusing on the contexts, environments, and motivations that cause a user to search, such as “new season clothing” or “waterproof clothing”, puts brands right in the consumer’s shoes, and mind.

The only way for brands and retailers to win

To tap into new habits and match the new consumer language of search, brands and retailers need to identify as many Category Entry Points in their relevant categories as possible, and measure the level of mental availability associated with them. Creating and optimising content based on these CEPs is the only credible way for brands and retailers to win.

Want to better understand and optimise your customer journeys? Get in touch with us to find out more about our approach to Category Entry Point discovery, measurement, and tracking.