From Keyword Search to Requirements Search

For almost 20 years we have been trained to execute keyword searches.
In the beginning it was simple:

"𝐿𝑎𝑟𝑔𝑒𝑟 𝑠𝑐𝑟𝑒𝑒𝑛 𝑇𝑉"
Then we clicked on links and browsed several vendors' websites to find what we wanted.

Then it got local.
"𝐿𝑎𝑟𝑔𝑒 𝑠𝑐𝑟𝑒𝑒𝑛 𝑇𝑉 𝑛𝑒𝑎𝑟 𝑚𝑒"
We got slightly more refined results but, still clicked on the links to the vendors’ websites to find what we wanted.

Then we started to use natural language and added in some requirements:
"𝑊ℎ𝑒𝑟𝑒 𝑐𝑎𝑛 𝐼 𝑏𝑢𝑦 𝑎 75” 𝑇𝑉 𝑓𝑜𝑟 𝑙𝑒𝑠𝑠 𝑡ℎ𝑎𝑛 $5000 𝑛𝑒𝑎𝑟 𝑚𝑒?"
But, we still continued our search on the vendors websites.

Even with features like Google shopping, which took us to a product page, we still likely continued our search on the vendors website because we didn’t put all of the things we wanted like "3 hdmi ports".

But then came ChatGPT.
We’re not going to perform the same type of simple keyword search as we did in Google.

Instead we are going to tell our AI Bot our exact requirements:
➡️ I live in Burbank California
➡️ I want at least a 75” TV for less than $5,000
➡️ It has to be the 8k, have at least 3 hdmi ports, and I only want to look at Sony and LG
➡️ Find a store near me

We may not tell ChatGPT all of our requirements at once.
It could be conversational as we narrow down our choices.
But, we will stay in our AI tools till we find exactly what we want.

My point is that when we search with AI tools like ChatGPT, we are not doing a keyword search.

We are telling ChatGPT exactly what we want.
We are telling our AI tool our requirements.

And in order to adapt, we need to shift our content away from keywords to requirements:
✅ Who are our buyers?
✅ What do they need or want?
And then write content that matches our buyer and their requirements.

I simplified this example with a product we can all relate to.

But, even if you are a build to order or contract manufacturing company that doesn’t have a commercial off the shelf product, your B2B buyers are also entering their requirements into ChatGPT to find a potential supplier.

B2B buyers are changing their search behavior with AI tools.

The content of your website needs to change with them.