This talk is suitable for anyone working in search that wants to think more broadly about how humans actually search.

We’ve spent years obsessing over what users search for. But what if the more important question in 2025 is where they search — and why?

As marketers, we’ve treated search like it only happens on Google. But audiences are using TikTok, YouTube, Instagram, Reddit, and AI tools like ChatGPT to explore and decide — sometimes without even realising they’re “searching.”

In this talk, Becky will bring behavioural science to the forefront of your search strategy. She’ll help you decode the emotional and cognitive reasons why people pick one platform over another — and what that means for how we show up across the journey.

If you want to future-proof your search strategy and show up where your audience actually is, this talk will give you the tools to rethink, reframe, and realign — with behaviour at the centre.

Search is changing fast. With AI Mode and generative search surfacing answers instead of links, traditional keyword volumes won’t tell us the full story anymore. SEOs and content
strategists need to evolve into journey designers - understanding not just what people type into search boxes, but what results they really want at each stage.

In this talk, Jack will show why the future of SEO depends on working beyond your silo: partnering with product teams, customer service, and user research to uncover the real questions users ask (and how they ask them). Jack will explore how AI-driven results are increasingly shaped by conversational queries, intent gaps, and cross-channel signals - and how we can translate this into content that earns visibility.