Search doesn’t start on Google anymore

Consumers are no longer starting their product journeys on search engines. They are turning to Amazon, TikTok, Target, and even generative AI interfaces to discover what they want — long before they search a branded query on Google. For marketers focused on SEO and SEM, this shift challenges how visibility is defined and where optimization efforts should begin.

At POSSIBLE 2025, marketers from companies including Target, Unilever, and Claritas pointed to a new landscape where “search” is happening inside apps, on in-store displays, and through AI agents that guide decisions. In these environments, discovery is driven by consumer language, context, and increasingly — retailer or platform data, not by backlinks or structured markup.

Search is being redefined inside retail apps and marketplaces

Micah Fancher from Target’s Roundel media team described how consumers are using the Target app as a discovery engine, especially for open-ended needs like seasonal gifting. For search marketers used to capturing high-intent traffic, these moments mark an earlier stage of the journey — and a growing share of influence.

John Schmitz, also from Target+, noted that content and media support for marketplace sellers is no longer optional. Media teams are expected to collaborate with marketplace strategy teams to ensure visibility within the platform. This integration is shaping how internal search functions, content creation, and product visibility are being managed.

The result is a shift away from traditional funnel assumptions. Brands selling through marketplaces must now consider how their product content ranks and performs in the internal search systems of Walmart, Amazon, and Target — as well as how that same content performs in paid placements and influencer-driven listings.

In Walmart’s case, campaigns such as the Cheez-It “Cheezmergency” activation with Kellanova showed how snack cravings were captured across media types. This effort contributed to a $34 million lift in sales and a 25% increase in household penetration, according to campaign figures shared by Digitas NA at the event. These kinds of results depend on aligning product storytelling with how consumers actually discover and shop — often before they ever search in a browser.

For SEO teams, the visibility challenge now includes optimizing for placements and queries within walled retail ecosystems. These discovery points often emerge before traditional search intent becomes measurable — and require coordination beyond the usual analytics playbook.

Product language is a visibility issue, not just a merchandising one

Purva Gupta, CEO of Lily AI, explained that product discovery is still hindered by a gap between how brands describe products and how consumers search for them. At POSSIBLE 2025, Gupta shared how Lily AI has been working with brands like Abercrombie and Hoka to rewrite product metadata using the language real shoppers use — down to terms like “navy hoodie” instead of “midnight French terry athleisure.”

This is not just about merchandising accuracy. According to Gupta, enriched product language can drive a 5–10% revenue lift from Google Shopping alone, which Lily AI guarantees through its implementation model. When internal product feeds match the descriptive terms consumers use — whether on retail sites, marketplaces, or in search engines — it becomes easier for algorithms to surface the right products during early discovery moments.

These content gaps also affect how products are retrieved in AI-powered search tools. When inputs don’t reflect how users actually speak, even relevant products can fail to surface. Four in ten consumers are now beginning their commerce searches on generative platforms, according to Lily AI’s latest internal research.

For SEO teams, this expands the scope of optimization. The language used in product titles, tags, and descriptions has a measurable impact on search visibility — but not just in Google. It determines whether a product surfaces in a retail app, in AI-generated shopping suggestions, or through influencer-curated marketplaces.

This type of work, long associated with feed management or paid media teams, is increasingly becoming relevant for SEO professionals responsible for improving discoverability. Gupta’s message was clear: product language is not neutral. It directly affects whether consumers can find what they’re looking for — and which brands get left out.

AI agents and content personalization are reshaping how search results are served

AI is now changing the architecture of how content is discovered. At POSSIBLE 2025, multiple speakers underscored how generative tools are influencing not just ad delivery, but the initial moment of product or brand discovery.

Claritas’ VP of Marketing, Cort Irish, described how the company has moved from segmentation to real-time optimization, feeding campaign results directly back into activation systems to adjust creative and media decisions mid-flight. That feedback loop, powered by AI, is enabling marketers to shift from static targeting models to dynamic audience engagement strategies — especially important in retail environments where consumer behavior is constantly in flux.

Gupta also pointed to a shift in research habits, with more consumers using generative platforms as their starting point. These interfaces prioritize relevance over traditional SEO signals, making product structure and language central to visibility.

Nextminder’s Jorge Montoya introduced another layer: AI-powered avatars used for simulated customer interactions. His team uses synthetic personas to stress-test brand messaging and predict how different segments might respond to product or service offerings in real-time. While this technology is still early in application, it signals where performance marketing may head next — into predictive, behavior-driven environments where conventional SEO tactics no longer apply.

As AI continues to serve as a filter between consumer queries and brand visibility, the control point for discoverability moves further away from traditional page ranking signals. For SEO professionals, this means adapting strategies to account for how AI surfaces content based on behavior, language, and cross-channel consistency — not just crawlable structure.

Brand, performance and the content imperative

The distinction between brand-building and performance marketing is becoming less useful for teams focused on search. At POSSIBLE 2025, sessions led by Milk Agency, CBS Sports and Kellanova made it clear that content designed for discovery needs to deliver both immediate relevance and long-term equity — regardless of whether it appears in a product carousel, a video feed, or a branded search result.

Milk Agency’s Chief Innovation Officer, Rey Peralta, shared how their embedded model helps clients close the gap between storytelling and commercial outcomes. In their view, campaign success often happens well before conversion — in the familiarity that shortens a sales cycle, or the consistency that builds credibility across search, site and storefront. That consistency, Peralta said, relies on aligning teams internally and structuring content workflows around a shared view of the customer.

Kellanova’s campaign for Cheez-It, built with Walmart Connect and Digitas NA, reinforced the point. Their “Cheezmergency” creative reset internal dynamics between brand and shopper teams and prompted new KPIs focused on net-new buyers. The campaign delivered meaningful business impact, prompting changes in both performance metrics and internal workflows.

CBS Sports VP Cristina Blanca Hoffman echoed this shift. Instead of thinking in terms of asset output, she’s focused on operational models that allow content teams to respond to how audiences behave, not just where they browse. Her reference to Gary Vaynerchuk’s remark — that we’re no longer in a social content era but in an interest content era — reflects a broader trend. Marketers are optimizing less for platform rules and more for behavioral cues, which can be applied equally across search, media and SEO.

For search marketers, this means visibility depends on how well your content anticipates demand signals, adapts to new formats, and supports both intent and identity across the customer journey.

Final thought

Search is no longer confined to browsers. It plays out across marketplaces, media placements, and AI tools — wherever relevance and context shape discovery. The marketers we spoke to at POSSIBLE 2025 aren’t replacing SEO — they’re expanding its remit.

Discovery now sits at the intersection of product data, behavioral context, and creative alignment. For SEO professionals, the next step is about showing up where people are actually searching — and making sure your content earns its place there.

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