Google experts cite AI as factor for changing user behaviour

Luke Meredith

Two experts at Google have given their view on changing search behaviour from users.

For years, AI (artificial intelligence) has played a role in Google Search behind the scenes. It has helped Google understand pages, match results and improve the search experience. What has changed now is that AI is much more visible to users. People can see AI features working in front of them, which encourages them to ask different types of questions.

Nikola Todorovic is a senior Google engineer. According to him, search is much different to the product it was 10 years ago. He says that users are more acutely aware of Google’s ability to deal with complex queries.

AI is a major factor in how user expectations have increased. This is why recent changes are affecting how search engines are used.

This means people are no longer only typing short phrases or simple keywords. Instead, they are asking longer questions, adding more detail and treating search more like a conversation. Google says the average query length is growing as users become more confident in what search can do.

That shift matters for SEO (search engine optimisation). It does not mean traditional search has disappeared, and organic search still plays an important role. When someone asks a complex question, Google can break that request into smaller searches in the background.

For website owners and marketers, the message is clear. Content still needs to be easy for Google to find, understand and trust. But it also needs to answer real questions in a useful way. Pages built only around short keywords may not be enough if users are now asking more detailed questions and expecting fuller answers.

The rise of AI search does not remove the need for SEO. It changes what good SEO looks like. Businesses need content that works for normal search results, while also being useful enough to support AI-led answers. As users change the way they search, websites need to change the way they explain, structure and present information.

For expert guidance on how to get the most out of AI for your website, look to our team at Engage Web.

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Luke Meredith

Content Editor at Engage Web

At home in both the digital sector and the world of communications, Luke thrives on deadlines and has held roles in healthcare, retail and digital marketing, gaining a sound knowledge of a wide range of sectors. He’s a massive swot as well, holding a first-class degree in BA Communication and Media, and now uses his writing skills and keen editorial eye in his role as Content Editor here. Luke helps to oversee our clients’ content requirements, while also looking after a pool of freelance writers across three continents.