Navigating the New SEO Funnel: Awareness to Action in AI Search

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As search engines keep getting smarter, so does the way people use them — and that changes how we think about SEO. In the past, SEO was mostly about stuffing the right keywords into a page and hoping Google noticed. Now, because of AI tools like ChatGPT and smarter search engines, the journey from someone asking a question to taking action looks very different.

Today’s SEO funnel — that is, the path people take from learning about something to making a choice or purchase — starts with awareness. People search in more natural and detailed ways. They might ask entire questions instead of typing just a few keywords. AI-powered search is starting to give more detailed answers right away, which means your content needs to be even more helpful, clear, and quick to deliver real value. For more about where AI search is now and what we can do about it, check out https://crowdo.net/blog/ai-search-where-are-we-what-can-we-do-about-it.

Once someone discovers your content, the next step is interest. Clear, well-structured content with helpful information builds trust. And because AI often picks up content it can easily understand and summarize, it’s a good idea to write in a simple, useful way.

The final part of the funnel is action — that could be signing up, buying something, or just clicking through to learn more. This is where smart use of links and strong calls to action come into play. But don’t overdo it. Readers — and AI tools — value content that genuinely helps rather than pushes.

One thing is clear: SEO today is less about tricking search engines and more about helping real people. That means understanding what your audience wants at each step from curiosity to decision. Keep an eye on how people search and what types of answers they get. AI is changing fast, and so will SEO. But by focusing on being useful, clear, and easy to find, you’ll be ready for whatever comes next.