By Senthil Kumar Hariram

Search has become a critical part of all digital interactions. From traditional engines like Google to AI-enabled devices, including ChatGPT, Gemini, and voice assistants, search-enabled technologies are at the forefront of virtually all customer experiences for finding information, products, and experiences. As this progression continues, brands need to embrace the next level of evolution from the marketing stack: Search Engineering.

Search Engineering is not simply a miraculous evolution of SEO. Search Engineering is a technical and strategic practice that combines data science and AI with a deep understanding of algorithms to keep brands discoverable in multi-layered ecosystems with multiple platforms and touchpoints. It’s about optimising the intended digital

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