Today we’re sitting down with Milena Traikovich, a leading expert in demand generation who specializes in helping businesses navigate the complexities of digital marketing. With her deep background in analytics and performance optimization, Milena is here to shed light on the dramatic shifts happening in user search behavior and what it means for the future of online visibility.
Our conversation will explore the significant divergence in search habits between the U.S. and Europe, unpack the surprisingly powerful impact of AI on search efficiency, and examine how the very language of search is becoming more complex and conversational. We will also delve into the mounting challenges for smaller brands trying to gain traction in a digital world where traffic is increasingly funneled to a handful of major platforms.
U.S. desktop searches per user have fallen nearly 20% year-over-year, while Europe saw only a minimal 2-3% decline. What specific technological or behavioral differences might explain this transatlantic gap, and what are the immediate consequences for marketers targeting American consumers?
It’s a startling difference, and it really paints a picture of two distinct user journeys evolving on either side of the Atlantic. The nearly 20% drop in the U.S. is a massive signal that something fundamental has changed in how Americans approach information discovery. While the report doesn’t pinpoint a single cause, it strongly suggests that the rapid integration of AI-powered answers and instant results into the search experience is the primary driver. American users are simply getting what they need faster, without needing to perform multiple searches. For marketers, the consequence is immediate and stark: fewer searches per person mean fewer chances to serve an ad, fewer opportunities for an organic click, and less traffic to capture. Your target user isn’t gone, but their journey is shorter, and you have far fewer touchpoints to make an impression.
AI tools reportedly account for less than 1% of U.S. desktop activity, yet they are cited as a primary driver for fewer repeat searches. Can you explain this paradox? Please walk me through the specific changes in user behavior that allow for such a significant impact from low overall adoption.
This is a classic case of impact over volume. It’s easy to look at that 0.77% figure for AI tool activity and dismiss it, but that would be a mistake. The paradox resolves when you stop thinking about AI as a replacement for search and start seeing it as a powerful efficiency layer on top of it. Users aren’t abandoning Google; they’re just getting better at using it. Instead of a user typing a broad query, then a more specific one, and then a third variation, AI-powered results often provide a comprehensive answer right away. That single, more effective search interaction eliminates the need for the two or three follow-up queries that used to happen. So, while a small percentage of total activity involves these tools, their effect ripples outward by fundamentally shortening the user’s path to an answer, which is why we’re seeing that dramatic drop in repeat searches.
We’re seeing search queries become more complex, with queries of six to nine words growing the fastest. How must businesses adapt their SEO and content strategies to answer these more conversational searches effectively? Could you provide a few specific tactics for capturing this evolving user intent?
This shift is incredibly important because it signals that users are treating search engines less like a database and more like a conversational partner. To adapt, businesses must move away from targeting just one or two keywords and start building content that answers complex questions holistically. One key tactic is to structure content around a central topic and use subheadings to address the “who, what, when, where, why, and how” of that topic. Another is to embrace natural language in your writing. Instead of stilted, keyword-stuffed copy, write as if you’re explaining the concept to a real person. Finally, analyze your “People Also Ask” sections in search results and use tools that scrape forums like Reddit to understand the real-world, conversational questions your audience is asking. Answering these directly in your content will align your strategy with this growing trend of six-to-nine-word queries.
Post-search traffic is increasingly concentrated among a few dominant platforms like YouTube, Reddit, and now ChatGPT, making discovery harder for smaller publishers. What practical steps can a smaller or niche brand take to break through and capture search traffic in this consolidating environment?
It’s definitely a challenging environment, but not an impossible one. For a smaller brand, trying to out-rank giants like YouTube or Wikipedia on broad terms is a losing battle. The key is to shift from a “compete everywhere” mindset to a “dominate your niche” strategy. First, go deep on long-tail keywords that are highly specific to your expertise. Instead of targeting “digital marketing,” target “lead nurturing strategies for B2B SaaS startups.” Second, you must have a presence on the dominant platforms themselves. Create a brand-owned YouTube channel or become an active, authoritative voice in relevant subreddits. This way, you’re meeting users where they are, even if you can’t pull them to your site on the first click. You become a trusted source within that ecosystem, which builds brand recognition and can eventually drive direct traffic.
What is your forecast for the future of search behavior and its impact on digital marketing over the next two to three years?
I believe the trends we’re seeing now are just the beginning. Over the next few years, I forecast that the line between search and AI will blur almost completely. We’ll see even more “zero-click” and “one-click” journeys where the user’s need is fully satisfied on the search results page itself. For digital marketing, this means the value of a #1 ranking will be redefined; it won’t just be about getting a click but about being the source of the answer featured directly by the search engine. Brand authority and topical expertise will become paramount, as search engines will increasingly favor content from proven, trusted entities to power their AI answers. Marketers who continue to focus solely on traditional keyword rankings will be left behind, while those who build a comprehensive content ecosystem that establishes their brand as the definitive authority in a niche will thrive in this new, more efficient search landscape.
