The search landscape is shifting fast. Marketers who still think in terms of ‘ranking on page one’ or bidding on exact match keywords are missing the bigger picture. Search is no longer just a traffic source – it’s becoming an ambient layer that filters how users experience the internet itself.
From AI-generated answers to SERP fragmentation, performance marketing volatility to privacy regulations, five seismic changes are redrawing the map. For international brands, the challenge is even greater: not only must you adapt to this new terrain, but you must also account for how it varies across markets. Let’s unpack what’s happening and what you can do about it.
These five shifts are redefining how brands should approach SEO and digital strategy:
LLMs (Large Language Models) are changing user behaviour. Tools like ChatGPT, Perplexity, Gemini and Claude don’t just supplement search but increasingly sit alongside it. Interestingly, Google Search usage continues to grow (+21% year-on-year), suggesting that LLMs aren’t replacing traditional search, but are layering on top of it.
But here’s the real shift: users are getting answers without ever clicking a link. This is a clear threat to traditional SEO. But it’s also an opportunity. LLMs draw on trusted sources to generate responses. If your content is high-quality, well-structured, and perceived as authoritative, it’s more likely to be referenced by these tools – whether users see your link or not.
What to do:
Google has increasingly turned its search results into a content experience in their own right. Rich snippets, carousels, FAQs, video embeds, People Also Ask boxes, and AI Overviews – all compete with organic listings. The result? Zero-click searches are on the rise, and visibility is no longer just about blue links.
We’re seeing a sharp increase in SERP feature coverage for our clients, particularly on mobile. That means SEO strategies need to broaden: optimising for search presence now includes UX, visual content, technical markup, and understanding how different result types are triggered.
What to track:
Search has evolved from matching strings to understanding meaning. Semantic search, entity recognition and multi-modal input (text, image, voice) all point to a future where relevance trumps keyword density.
This matters even more in international markets. Search intent varies widely by country – not just because of language, but because of how users think, behave, and navigate. For example, a B2B search for “cloud migration services” in Germany might lean heavily on case studies and certifications, while in the UK the same query may prioritise pricing transparency or partner ecosystems. The keywords might match, but the underlying expectations don’t.
What to prioritise:
Platforms like Google and Meta are increasingly automating campaign delivery. Performance Max, auto-bidding, broad match expansion and AI-powered creative all promise scale. But they come at a cost – reduced transparency, inflated CPCs, and diluted targeting.
This is especially tricky for regulated or high-consideration sectors like finance or B2B tech, where vague audience signals and weak intent lead to wasted spend. First-party data becomes critical. So does human oversight.
What to do:
Search is not only influenced by algorithms but is increasingly being shaped by regulation. From GDPR in Europe to data localisation laws in markets like China and India, brands face a patchwork of legal frameworks that affect how data is collected, processed and used.
The rise of AI brings new complexity. What data trains the models? Do content creators have a say? What happens when AI answers get things wrong? The EU’s AI Act is only the beginning – expect more scrutiny, more compliance, and greater consequences for misuse. For international marketers, it’s not just a legal challenge but also a trust issue. Ethical missteps, even if technically legal, can harm your reputation.
What to do:
To summarise then, if your search strategy still revolves around keywords and rankings, it’s time to recalibrate. Here are ten areas to prioritise in future:
1. Optimise for AI-driven answers – Make your content the one AI tools reference
2. Embrace zero-click search – Visibility beats click-through in today’s SERPs
3. Shift from keywords to intent – Especially when working across markets
4. Build first-party data – Reduce your reliance on black-box algorithms
5. Treat automation with caution – Use it, but don’t trust it blindly
6. Use schema and structured data – Help machines understand your content
7. Create content in multiple formats – Video, audio, interactive – not just blogs
8. Scale your assets for AI creative – But don’t sacrifice quality for quantity
9. Track how search engines mention your brand – Especially in AI overviews
10. Localise your entire digital strategy – Not just language, but expectations. User behaviour, search intent, trust signals and conversion paths all vary by market. Local In-Market Experts help identify the subtle differences that shape performance – from how people search to what makes them click.
. . .
Search has become less of a channel and more of an ecosystem, shaped by AI, automation, user behaviour and regulation. To thrive in this environment, brands need to think holistically – across touchpoints, across formats, and crucially, across borders. At Oban, we help ambitious brands make smarter international decisions – powered by local insight from our 450+ Local In-Market Experts across 80+ countries. Get in touch to discuss how we can help you stay visible, relevant, and competitive – wherever your customers are searching.
