From Keywords to Questions
Traditional search was largely built around keywords.
Someone might search:
"Marketing agency Charlotte."
Today, they might ask:
"What should a growing manufacturing company look for in a marketing partner in North Carolina?"
That is a different kind of search.
The person isn't simply looking for a list of websites.
They're looking for help making a decision.
People are increasingly using search and AI tools conversationally. Instead of thinking about the exact keywords they need, they can explain what they're trying to accomplish and ask a series of follow-up questions.
Search is becoming less like a directory and more like a conversation.
That matters for businesses.
About the author
Eddie Lennon is a writer, marketer, and business development professional with a background in communication, business leadership, and storytelling. He is the author of My Friend Gus and has written across business, sports, and culture, bringing a storyteller's perspective to the way businesses communicate with their audiences. Through his writing, Eddie explores the ideas, habits, and changes shaping the way modern businesses connect with their customers.
Director of Business Development
