"Teeraphol Ambhai" MarTech Expert Advises Media and Businesses to Shift Focus from Keywords to User Behavior, Accelerate Building Trust in the AI Search Era

29 ธ.ค. 2568
14:26 น.

The digital marketing world is changing rapidly with the advancement of AI Search and Google AI Overview, completely transforming consumer search behavior. Teeraphol Ambhai, a lecturer and MarTech expert, highlights the necessity for businesses to shift their content creation approach from keyword-focused to understanding user behavior.

AI Search has clearly changed how consumers behave. People now ask shorter questions because AI is smarter and provides comprehensive answers. This means content creators must shift from keyword-centric to customer-centric content.

Content must be created to communicate with people as much as possible. Write as if people are talking to each other,"

Teeraphol said.

When AI answers questions directly, click-through rates decline. The new metric that matters is conversion and citations. For news organizations, being cited by AI and other platforms enhances website ranking and media credibility. When authoritative media frequently cite an expert, that person’s rankings improve, creating a virtuous cycle of authority.

Teeraphol recommends two content types: Topical Content follows trends but doesn’t last long, while Evergreen Content covers core business components and consistently generates traffic over time. Content can be broken down into multiple formats—articles, podcasts, infographics, and videos—with each format optimized for SEO.

Success in the AI era requires creating human-focused content, building credibility through citations, and maintaining your website as customer data headquarters. Organizations that prioritize trust, complete content coverage, and customer-centric approaches will thrive in the evolving digital landscape.

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