Search has entered a new era. Audiences are no longer just typing keywords into a search bar and scanning ten blue links. They are asking complex questions and expecting direct, accurate answers. Artificial intelligence now sits between the user and the content, interpreting intent, synthesising information, and deciding which sources deserve visibility.

For modern marketing teams, this shift requires a fundamental rethink. Traditional SEO alone is no longer enough. What is needed is a clear, intentional AI search strategy that works for both AI systems and human decision makers.

This guide explains what AI search strategy is, why it matters, and how marketing teams can build an approach that performs in both Google and AI-driven search experiences.