Beyond Traditional Search - Lake Como, Italy 2025

My keynote Mastering Digital Experience Across Platforms explores how search is transforming into a multi-platform, AI-driven experience. As traffic declines across classic SEO channels, brands must adapt to new discovery behaviors, emerging AI interfaces, and agentic search capabilities. The talk covers the shift from rankings to relevance, the rise of LLM memory and personalization, and why earning visibility now means being part of both human and machine recall. Supported by data, case studies, and the latest announcements from Google I/O, it provides a strategic framework for the next era of digital discovery.

Transcript

1. Beyond Traditional Search Bastian Grimm, Peak Ace AG | @basgr Mastering Digital Experience Across Platforms
2. Why people (and algorithms) prefer strong brands The power of brand bias in search
3. 3 peakace.agency Source: https://pa.ag/3XspfPd Brand bias: people trust what they recognise … and NOT just what ranks:
4. 4 peakace.agency They also prefer to click what they know… Source: https://pa.ag/4buWJ4Y
5. 5 peakace.agency Branded results get a significantly higher CTR than non-branded results Source: https://pa.ag/4haZauM
6. Keep in mind: one third of Google usage is purely navigational Source: https://pa.ag/4bqpEHq
7. 7 peakace.agency Source: https://pa.ag/4bplmQJ The same is true for PPC “Non-branded keywords have 19x worse return than branded keywords”
8. Brand bias drives search behaviour – familiarity wins.
9. 9 peakace.agency Users trust strong brands - and so does Google According to an ahrefs' study from January 2025, over 45% of all searches made on Google US are branded: Source: https://pa.ag/3QL0jhW
10. Branded search demand is not created by SEO (or Google) – it’s a result of brand awareness built outside of Google (think social, YT, TV, etc.) Google doesn’t create demand – it serves it
11. Websites with strong branded search demand tend to see higher rankings across all queries
12. 12 peakace.agency Branded search volume: the shortcut that really moves the needle If people actively search for you, you don’t have to fight for rankings - Google will give them to you. ▪ Branded SV increased by >250% MoM, showing clear uplift in market demand & brand recognition. ▪ Ranked 400+ new keywords in Google top-5, improving visibility and organic reach. ▪ Monthly organic traffic up >70k visits MoM, driven by higher branded search demand & improved CTR. ▪ MoM revenue growth from €11M to €13.2M, reflecting increased conversions from brand-aware searchers. ▪ +2k conversions attributed to branded search, improving overall marketing efficiency.
13. Sadly, it‘s not that simple…
14. 14 peakace.agency Source: https://pa.ag/41fE4FL Even if you are a recognised, well-known brand… 74% of brands are forgettable and people wouldn’t care if those brands disappeared!
15. So, how do you get into the 26% that matter?
16. 16 peakace.agency Source: https://pa.ag/41fE4FL That 26% have unlocked how to be more meaningful …and, according to a study from HAVAS, they are reaping the benefits: More trust, higher repurchase rate, and significantly better stock performance!
17. 17 peakace.agency Source: https://pa.ag/41jmdxy Unaided brand recall Paired with strong brand recognition and brand experience, this forms top-of-mind brand awareness for customers.
18. 18 peakace.agency What is unaided brand recall? “What‘s your favourite soft drink?”
19. Did you know? Consumers face 3,000 brand signals daily but recall only 6-15 max!
20. 20 peakace.agency What makes brands memorable? What are the key factors of brand recall? Source: https://pa.ag/41jmdxy Memorable Brand Personality A distinct tone and style make your brand recognisable and relatable. Compelling Brand Storytelling Narratives create emotional connections, making your brand easier to remember. Instantly Recognisable Visuals A unique logo, color palette, and design elements boost recognition. Clear & Consistent Brand Values Sticking to core principles strengthens loyalty and long-term recognition. Strategic Brand Promotion Reaching audiences where they are, ensures top-of-mind awareness (even when not marketing). Strong Brand Reputation Positive word-of-mouth and ethical positioning increase recall and trust.
21. 21 peakace.agency If no one is searching for you, SEO won’t save you People click what they know Google ranks what people search for Branded search is the shortcut to the top No searches for your brand? No rankings advantage
22. And branded search volume is a key ranking advantage Brand strength is SEO’s biggest competitive edge
23. Let‘s dive in!
24. The reality is: search journeys are non-linear, multi-touch, and brand-driven. Discovery, intent, and conversion now happen everywhere - across multiple screens, platforms, and moments. The search funnel you were taught is a lie #1
25. 25 peakace.agency The classic funnel is too one-dimensional A standard search journey is rarely linear, and therefore cannot follow a rigid model that doesn't allow for flexibility: Credit & inspiration: Andrew Holland The classic funnel is too one-dimensional and too ineffective for long-term brand awareness. People search in response to emotional needs triggered by internal and external factors. The ‘new’ search journey is dynamic and non-linear – it does not follow rigid phases like the traditional funnel model.
26. 26 peakace.agency Understanding real needs rather than just covering phases in a monotonous sequence Credit & inspiration: Andrew Holland People search either to obtain information (‘information environment’) or because of specific problems (‘problem environment’). SEO really shines in the problem environment, where people are actively looking for solutions. In the information environment, content is consumed without brands gaining any long-term recognition.
27. Based on emotional triggers, users switch between information and problem environments frequently. The big challenge:
28. 28 peakace.agency New SEO focus: ‘buying journey’ instead of funnel stages More impact utilising a targeted brand and problem-solving strategy Credit & inspiration: Andrew Holland Purchase processes are variable - they can take minutes or years. And require flexibility to cover the entire journey. The funnel oversimplifies the complexity but fails to recognise the dynamic decision-making process (which is more important today than ever!). We need to leave the classic funnel behind and focus on ‘non-linear buying journeys’.
29. Brand presence reinforces SEO in the problem environment and contributes to sustainable conversions.
30. Don‘t believe me?
31. 31 peakace.agency Source: https://pa.ag/3Avzcmv Seen this before? "Why brand building and performance marketing are BFF goals [on TikTok]”
32. 32 peakace.agency Source: https://pa.ag/3Avzcmv Understanding brand impact on conversions & performance marketing ▪ Objective: Measure how brand awareness influences conversion efficiency. ▪ Sample: 147 brands with stable ad spend, 01/21–04/24. ▪ Method: Combined brand and performance data, regression-based analysis.
33. 33 peakace.agency Source: https://pa.ag/3Avzcmv Brand awareness increases conversion rates Brand awareness has no direct impact on CTR and is therefore less effective when it comes to generating clicks alone; higher brand awareness correlates with an improved conversion rate, which shows how much it contributes to meaningful business goals, such as purchases.
34. 34 peakace.agency Source: https://pa.ag/3Avzcmv High brand awareness increases conversion efficiency Brands with high brand awareness achieve up to 2.86 times higher conversion rates than lesser-known brands, making performance marketing significantly more efficient.
35. 35 peakace.agency Source: https://pa.ag/3Avzcmv The ideal awareness threshold: 37% Conversion rates see a boost as brand awareness climbs to around 37%. Beyond this point, the growth continues positively, albeit at a slower pace. This makes it an ideal stage for growing businesses to allocate resources strategically.
36. They provide the foundation for sustainable success in performance marketing. Strategic investments in branding during early growth phases maximises efficiency
37. 37 peakace.agency It‘s brand x performance According WARCs Multiplier Effect Report, companies see a +90% median revenue ROI increase when moving from "just" performance to a mixed approach Source: https://pa.ag/4cCNwIG
38. If you are aiming for true business success, your brand is key.
39. 39 peakace.agency To be clear: brands do not simply receive a ‘ranking boost’ Nevertheless, in an interview with Aleyda, Danny revealed what makes building a strong brand worthwhile: Source: https://pa.ag/4fyXjjg ▪ Well-known/trustworthy brands are not a direct ranking signal ▪ Despite that, ‘brand recall‘ causes users to click on their search results anyway ▪ This click preference leads to a post- ranking boost (from a Twiddler)
40. 40 peakace.agency Maybe the Google Leak is good for something after all? Spoiler: You will find various references to functions for identifying, sorting, evaluating, filtering and using entities (as in: brands including names, official websites, associated social accounts, etc.).
41. Search is no longer just Google - and that changes everything #2
42. If you only optimise for Google, you're missing out on massive search intents happening elsewhere.
43. 43 peakace.agency Source: https://pa.ag/3TyATGi ”Younger audiences are 'searching', not 'Googling’.” At least according to Bernstein Research…!?
44. 44 peakace.agency Source: https://pa.ag/3YZy2cB How about "Just TikTok it"?! Search behaviour varies by age: ~40% of Gen Z/Millennials search on TikTok or Instagram. If they’re your audience, adapt accordingly.
45. 45 peakace.agency Peak Aces’ One Search approach to different journeys Other platforms are actively enhancing their search functionalities, creating a competitive landscape where search is seamlessly integrated into social and entertainment ecosystems.
46. 46 peakace.agency Also, spend where it matters: align budget with real influence Source: https://pa.ag/3EB67Il
47. As early as 2022, searches for “how to” and “best” on TikTok increased by a staggering 684%. Did you know…?
48. 48 peakace.agency However, TikTok doesn't focus exclusively on search Storefront, Live shopping and shoppable videos now in IT, FR & DE (prev. only UK / ES) Sources: https://pa.ag/4bJZ3ox​ & https://pa.ag/4fbivMi
49. (and not only because it‘s the #2 search engine) Google owns for a reason
50. 50 peakace.agency People don’t just want answers – they want visual proof before buying. Source: https://pa.ag/4hgIS3v
51. 51 peakace.agency Source: https://pa.ag/4hA7JRq Google is pushing hard for videos to be everywhere +18% YoY in IT (same +18% US)
52. 52 peakace.agency Video content outperforms Visual, authentic content like short videos and live streams deliver the highest ROI. Source: https://pa.ag/44rsHOc
53. 53 peakace.agency Seen this? Meet Veo 3 by DeepMind Veo 3 lets you add sound effects, ambient noise, and even dialogue to your creations – generating all audio natively. Source: https://pa.ag/3G0oIhE
54. 54 peakace.agency All from a single prompt… Veo 3 outperformed all other leading video generation models including OpenAI‘s Sora.
55. 55 peakace.agency Hybrid Ads are already happening! Ai-driven ad creation, probably saved them >€50k production costs Source: https://pa.ag/3XBGOMw
56. 56 peakace.agency Source: https://pa.ag/3ZXEZeq YouTube is also the #1 podcast platform 30% YouTube, 29% Spotify, 15% Apple (in 2024) Multimodality, much?
57. 57 peakace.agency Source: https://pa.ag/3Ec5xAR There is going to be more competition in ‘Core Search‘ (Less dependence on Bing and Google is Meta’s declared goal) Lots of stuff is happening off-Google!
58. They are inevitably contributing to a change in search behaviour and in the search market landscape, even though they're currently used in completely different ways. ChatGPT (& other LLMs) are definite disruptors in the search market #3
59. 59 peakace.agency Source: https://pa.ag/3Eqjew2 OpenAI and ChatGPT are experiencing rapid growth "500 million weekly users and 20 million paid subscribers” [03/25]
60. 60 peakace.agency Source: https://pa.ag/4iexkPs You don’t visibly see LLMs taking market share from Google at the moment! “It’s clear from the data that ChatGPT is on the rise and likely to continue to be in 2025. However, when it comes to search […] nothing is about to topple Google any time soon.”
61. 61 peakace.agency Source: https://pa.ag/3EpBQw8 ChatGPT is being used vastly different from Google Search „Many ChatGPT queries are pioneering new ways of seeking information and interacting online” Only 30% of ChatGPT queries matched terms in the Semrush keyword database.
62. 62 peakace.agency Brands rarely stand alone New Sistrix data shows that in over 97% of responses, multiple brands are listed. Expect your brand to appear alongside - and be compared to - others. Source: Sistrix Research (05/25)
63. 63 peakace.agency Chatbots hallucinate sources A Sistrix review of 30,000 URLs from ChatGPT, Gemini, and DeepSeek reveals a structural flaw: without backend grounding, chatbots invent non-existent links. Gemini performs best: around 42% of the suggested URLs are directly accessible, another 20% redirect – but roughly one third return a 4xx error. Source: https://pa.ag/3FU6Hl8
64. Without external validation, they risk hallucinating links and unreliable information. AI chatbots require grounding
65. Google is disrupted and in flux #4
66. 66 peakace.agency Google has various legal problems to deal with: A break-up is under discussion, say lawyers at DoJ "Google is a monopolist, and it has acted as one to maintain its monopoly." – Judge Amit Mehta Source: https://pa.ag/4dbzaPG & https://pa.ag/4iTrXoG
67. 67 peakace.agency Documents become public! Don’t miss the documents released during these legal trials - they’re a literal goldmine of insights: Source: https://pa.ag/3ZrWnY7
68. The SERPs are undergoing significant changes as well
69. 69 peakace.agency Continued core updates The first one in 2025 landed at the end of March Source: https://pa.ag/4lAjKrW
70. 70 peakace.agency Source: https://pa.ag/4j8s6pb Google is trying to deal with ongoing quality issues Recent updates to Google’s Web Spam Policies and Quality Rater Guidelines focus on spam, low-quality content, and AI-generated content.
71. Many features currently being introduced or tested
72. 72 peakace.agency Organic Shopping is the topic in e-commerce right now! …but hardly anyone is talking about it. Why? Google is developing and integrating more organic product grids, reshaping the game for e-commerce. Category pages are losing visibility, while product detail pages and new SERP formats take the lead.
73. 73 peakace.agency Google’s Product Grid: stealing the spotlight (and clicks) According to recent Sistrix data, the impact is especially drastic when the Product Grid is present. Source: https://pa.ag/4hxCw17 In over 10% of the keywords analyzed by Sistrix (DE), the Product Grid appears - and the share is significantly higher for e-commerce-related queries. […] As soon as a Google results page includes a Product Grid, the number of organic clicks across all ranking positions is cut in half.
74. 74 peakace.agency Product Knowledge Panel With the new panel which consolidates product detail pages from brands and retailers, Google is increasingly becoming the aggregated product detail page itself. New features include scrollable images, product dimensions, and videos.
75. 75 peakace.agency AI Shopping Transformation Source: https://pa.ag/3NTS2XA ▪ AI-Powered Summaries: Tailored information and recommendations based on user needs to support more informed purchase decisions. ▪ Personalized Shopping Feed: A new homepage experience showing products and videos based on past search behavior. ▪ Enhanced Deal Features: A dedicated deals section with price comparisons, discounts, and offers to help users find the best value faster. ▪ Virtual Try-On: AR-based product previews let users try before they buy, improving purchase confidence.
76. 76 peakace.agency
77. Speaking of AI…
78. 78 peakace.agency Source: https://pa.ag/48KVxt1 & https://pa.ag/3YRku25 AI Overviews provide AI- generated summaries at the top of the SERP for certain queries AI Overviews now reach 1.5 billion users in 200+ countries. As of this week, they’re powered by Gemini 2.5 and enhanced with richer summaries, scrollable product specs, and multimedia - making them more immersive and informative than ever.
79. 79 peakace.agency What are AI Overviews? AI-generated summaries that appear at the top of search results, providing quick answers to queries and a summary of the topic based on various web sources:
80. 80 peakace.agency Source: https://pa.ag/4elDhHT According to Google, everyone's happy! Users of AI Overviews report higher satisfaction, ask more complex questions, and visit more websites. And apparently, the ads are performing great too…!
81. Really!?
82. 82 peakace.agency Source: https://pa.ag/44iyV33 Why not just slap it onto YouTube as well... AI highlights the most relevant video clips based on a user’s specific search:
83. 83 peakace.agency Killing the first click Ahrefs’ data from mid-April 2025 shows that the presence of AI Overviews reduces CTR for position 1 by ~34.5%. Source: https://pa.ag/4lQRX6N
84. 84 peakace.agency Understand the impact on UX Explore Kevin Indig’s latest research on how AIOs influence user behavior - and don’t forget to subscribe to his Growth Memo newsletter. Source: https://www.growth-memo.com/
85. SEO traffic is about to take a hit, and it’s not your fault.
86. Google isn‘t done just yet…
87. AI Overviews will include audio narration or podcast-style outputs, allowing users to listen to summaries directly on the SERP. This will further boost time-on-site, and reduce outbound SERP- clicks even more. Audio is coming next (I think)
88. 88 peakace.agency Google AI Mode ▪ Public launch in the US: Now available to all users in the U.S. (outside of Labs), transforming search into a conversational journey with synthesized answers and follow-up prompts. ▪ Encouraging longer, more complex queries: Users increasingly explore product comparisons, multi-step planning, and open-ended tasks ▪ Multimodal search: Users can upload or snap images to receive AI-powered analysis and context-driven recommendations. ▪ New surfaces: Now includes listings and previews for places and products directly within the conversational interface.
89. AI is already deeply woven into Google's ecosystem – the real question is how far it will reshape discovery and engagement. AI Mode could become Google's next major search surface
90. LLMs are developing both short- and long-term memory, storing prompt history, preferences, and behavioral context. These memories shape how AI assistants respond. From brand salience to share of memory
91. Visibility today means earning a place in the memory architecture of both people and machines.
92. You must be present. E V E R Y W H E R E.
93. 93 peakace.agency Different entry points for different mindsets, demographics… … or different intents (although these are often all part of said user journey!): Helpful, how-to- & DIY content Inspirational research (desire for variance / diversity) Local searches (by location, things-to-do) Browsing, scrolling and inspiration Commercial queries, specific product searches Search for content/facts (single answer) Informational long-tail searches (incl. current data) Assistant-like for tasks and research (analysis, comparison, transformation) (AIO) (Search) (Shopping) (Maps) (Shorts)
94. The SEO mindset shift From rankings to attention ownership
95. (even though that's still cool!) SEO isn’t about ranking #1 in Google anymore
96. … and actively guiding and controlling where, how, and why your brand captures consumer attention across multiple search and discovery platforms It’s about directing attention
97. 97 peakace.agency Source: https://pa.ag/41Igy5S Brands, not just websites, win in search Google updates and changes shake up SERPs, but authoritative brands stay visible and resilient.
98. AI is reshaping how people search – and who they trust
99. Google is just one of many touchpoints
100. 100 peakace.agency #1 Watches a product video on YouTube/TikTok #2 Searches reviews on Reddit/ Quora #3 Checks the brand’s website via Search #4 Asks AI- search for comparisons #5 Buys on Amazon/ G-Shopping The new consumer journey: beyond Google Modern buyers don’t search in a straight line – they discover and navigate across platforms before making a decision.
101. 101 peakace.agency How to win in an omni-channel search world “Be everywhere your customers search” – users don’t just search once, they search across channels Be discoverable across all key platforms (Brands that optimise for multi-platform search see 30-50% higher engagement) Maintain brand presence at every stage of the journey (The average buyer interacts with a brand across 6+ digital touchpoints before converting) Prioritise real business impact over vanity metrics (Traffic alone is meaningless – brands that optimise for conversions see higher long-term ROI)
102. … spanning search engines, social, AI-driven discovery/comparison, and vertical search (Amazon, YouTube, TikTok, ChatGPT, Apple Search, etc.). The future of SEO is omni-channel…
103. 103 peakace.agency So, in a nutshell: Search will become an Action Engine Google shifts from links to task execution – SEO must support structured, actionable content. AI synthesizes, not just ranks Gemini creates answers from quotable content – unclear pages risk being skipped. Credibility drives visibility Long-form AI answers reward trusted, expert content rooted in E-E-A-T. Search gets hyper personal Context from memory, Gmail, Maps, and more reshapes SERPs – generic content won’t cut it. Infrastructure enables inclusion Agentic search and task execution needs APIs, feeds, protocols and seamless flows to show up. Multimodal is mainstream Visual and voice (“Live”, “Astra”) inputs rise; image SEO, meta- & structured data are essential.
104. 104 peakace.agency Structuring content for (LLM-) indexing and retrieval: Structure is relevance Use semantic HTML, clear heading hierarchies, and section summaries to ensure LLMs can parse and surface your content accurately. Clarity beats cleverness Avoid metaphor and fluff - focus on direct, specific language and remove redundant or generic phrasing that dilutes signal quality. Format for extractability Tables, bullet points, FAQs, and lists improve comprehension and increase the chances of inclusion in model outputs. Cite and connect Cite trusted sources and link internally to strengthen your topical graph. Clear citation structures and internal links increase credibility and retrieval chances. Build topical architecture Use topic clusters, pillar pages, and internal linking to show expertise and guide LLMs through your content landscape. Ensure technical access Fast load times, minimal JavaScript and accessible HTML ensure models can access and process your content consistently.
105. The future will combine traditional indexing with AI-driven synthesis. Google isn’t being replaced by AI – it’s advancing with it
106. For brands, success means shaping narratives, not just optimising for keywords.
107. This is cool and all… but far from all
108. Most marketers are (still) in denial about the future. But a radical change is already underway.
109. We are transitioning from the mobile-first to the agent-first era
110. And a lot has happened in the last months: We are moving beyond traditional UI
111. 111 peakace.agency Source: https://pa.ag/3WWTWf9 OpenAI previewed Operator “A preview of an agent that can go to the web to perform tasks like filling out forms, booking travel, […] - by remotely interacting with a web browser […] via mouse clicks, scrolling, and typing.”
112. 112 peakace.agency Source: https://pa.ag/3QJwE8K Model Context Protocol (MCP) The hottest open-source projects for AI agents right now: MCP is set to become the ‘new standard‘ for connecting AI agents and systems to where data resides.
113. 113 peakace.agency Source: https://pa.ag/3YNphl5 IBM released ACP The Agent Communication Protocol (ACP) standar- dises agent interactions, enabling automation, collaboration, UI integration, and developer tools.
114. 114 peakace.agency Source: https://pa.ag/4jYzp2W A2A unlocks collaboration, Agentspace for deployment A2A enables AI agents to communicate, share capabilities, and collaborate across systems - and with Agentspace, Google introduces a new platform to deploy and manage them. Note: Google now fully supports MCP!
115. 115 peakace.agency Search gets agentic: Google‘s next big move Highlights from Google’s I/O conference reveal how AI agents are reshaping the future of search and interaction. Project Mariner: task execution meets AI search Google introduces built-in task completion like booking reservations or appointments directly within AI Mode. Early agentic functionality is also being integrated as well. Agentic checkout is killing the checkout page Google will let users compare products and complete purchases in-SERP. This frictionless process eliminates the traditional checkout page. Project Astra: live AI- powered visual search is coming in summer Ability to tap "Live" icon in Lens or AI Mode and converse with search about what’s in their camera view. This combines visual input with real-time reasoning for context-rich answers.
116. 116 peakace.agency Source: https://pa.ag/3Dk8qyT Seen this? Agentic browsing. “Just like Perplexity reinvented search, we’re also reinventing the browser” – not sure about that, but…
117. Data-driven interactions will replace traditional interfaces – despite current challenges.
118. 118 peakace.agency The internet is evolving into a decentralised network with AI- driven connectivity. Highly personalised interfaces (think Subdermal Implants) are replacing traditional search engines and websites. The end of traditional search and websites?
119. Six predictions for the internet, the economy and the future of trust. AI will redefine everything
120. 120 peakace.agency FOMO: The catalyst for change 120 Technological progress will permanently evolve our culture, just as the internet once did. The full extent will only be felt once the change is complete. #1
121. 121 peakace.agency Amplifying everything, for better or worse 121 #2 AI amplifies both the best and worst aspects of many things - across the board. Regulations often come into effect only after the damage has already been done to humanity and the environment.
122. 122 peakace.agency The Privacy Paradox: Protect or expose 122 #3 The ever-increasing number of audio and video features are making privacy protection a real challenge.
123. 123 peakace.agency Trust matters more than ever 123 #4 As the line between real and artificial interactions blurs, real human connections become more important than ever.
124. 124 peakace.agency Loss of essential skills 124 #5 Increasing automation is leading to a loss of important skills. Tasks that once required attention to detail and problem-solving are now handled by AI, threatening human independence in the long run.
125. 125 peakace.agency AI’s next breakthrough: Self-improvement 125 #6 AI is gaining recursive, self-improving capabilities, including the ability to edit its own code for continuous enhancement. It will operate autonomously, independent of direct user commands.
126. 126 peakace.agency 126 We [AI 2027] predict that the impact of superhuman AI over the next decade will be enormous, exceeding that of the industrial revolution.”
127. We’re in for an exciting ride!
128. Thank you! Questions? Thoughts?