Beyond the Search Box: SEO for Today's Chaotic Customer Journey [Lightning Talk ⚡ Google Search Central Deep Dive Bangkok 2025]

This deck is based on the talk given at Search Central Live Deep Dive APAC in Bangkok in July 2025.

It breaks down the new reality of SEO in the era of the "Messy Middle," arguing that the traditional conversion funnel is dead, giving way to a chaotic, omnichannel customer journey accelerated by AI.

To navigate this new paradigm, it presents a strategic model built on three pillars: Findability (being present everywhere), Identity (building a strong, recognizable brand), and Fidelity (fostering deep trust and loyalty).

The ultimate goal is to transform SEO: from a discipline that intercepts generic searches to one that turns users into searchers for your own brand.

Transcript

1. Beyond the Search Box: SEO for Today's Chaotic Customer Journey David Carrasco Pamies SEO Consultant Lightning Talk Search Central Live Deep Dive 2025
2. Search Central Live Deep Dive 2025
3. Search Central Live Deep Dive 2025 Decision Retention Advocacy Consideration Awareness
4. Search Central Live Deep Dive 2025
5. ~22% of searches result in another search. - SparkToro Search Central Live Deep Dive 2025
6. 57% of holiday shoppers used more than 5 channels in just two days of shopping. - Think With Google Search Central Live Deep Dive 2025
7. Retail searches containing the word “best” rose 17%. - Think With Google Search Central Live Deep Dive 2025
8. ➔ Nonlinear exploration ➔ Multiple touchpoints ➔ Extended evaluation & info overload Search Central Live Deep Dive 2025 What does it mean?
9. IMAGEN PANTALLA - Fragmentacion busqueda (quitar AI) Search Central Live Deep Dive 2025
10. Search Central Live Deep Dive 2025 Identify the Moat Open The Gates Close for Monetization The Distribution Cycle
11. Search Central Live Deep Dive 2025 ➔ Be Everywhere ➔ Personalized & Compelling Content ➔ From Performance to Influence ➔ Data-driven iteration What do we do?
12. Search Central Live Deep Dive 2025 THREE PILLARS
13. Search Central Live Deep Dive 2025 FINDABILITY IDENTITY FIDELITY
14. Search Central Live Deep Dive 2025 Findability Nearly half of all Google searches (45.7%) are branded searches - Ahrefs
15. Search Central Live Deep Dive 2025 Identity Strong brand recognition J. Atkinson
16. Search Central Live Deep Dive 2025 Fidelity Loyalty, Trust & Communities
17. Loyalty now starts with the brand. Search Central Live Deep Dive 2025
18. Be remembered. Search Central Live Deep Dive 2025
19. Search Central Live Deep Dive 2025
20. So… What is SEO? Search Central Live Deep Dive 2025
21. I’m searching for something Search Central Live Deep Dive 2025
22. I’m searching for YOU Search Central Live Deep Dive 2025
23. Be unforgettable Search Central Live Deep Dive 2025
24. Will you search for me? Lightning Talk David Carrasco david@dcp.bio