The search marketing industry is undergoing what ONAR Holding Corp. CEO Claude Zdanow describes as a "fundamental transformation" as artificial intelligence reshapes how users interact with search platforms. In a recent interview featured by Forbes, Zdanow explained how his company is leveraging AI-powered technologies to help mid-market brands adapt to the emerging era of conversational AI search.
Zdanow emphasized the dramatic pivot from traditional Google search toward AI-enhanced platforms, stating, "We're shifting from gaming Google's algorithm to engaging in real-time AI searches that respond directly to what we ask. That's the fundamental transformation unfolding right now." This shift represents more than just tactical changes—it requires a complete rethinking of marketing intent and audience engagement strategies.
The concept of language model optimization is central to this transformation. Unlike traditional SEO, which focused on algorithm manipulation, language model optimization involves creating content that AI systems can interpret, trust, and serve as the best possible answer to user queries. "It's no longer about finessing the system," Zdanow explained. "It's about genuinely solving a user's problem. This shift isn't just about changing tactics, it's about changing intent. We must stop thinking in terms of algorithms and start thinking in terms of audiences."
ONAR's approach to this transformation is supported by its diverse agency network and technology incubator. The company operates multiple specialized agencies including Storia for performance marketing and SEO, Of Kos for healthcare marketing, and CHALK for experiential marketing and events. Additionally, ONAR Labs serves as the company's technology incubator, developing innovative marketing solutions tested through real-world applications.
The implications of this shift extend beyond marketing tactics to fundamental business strategy. As Zdanow noted, "Moving forward, the question won't be 'How do I get ranked?' but rather: 'How do I help someone?'" This philosophical change reflects the broader industry movement toward user-centric content that provides genuine value rather than simply optimizing for search algorithms.
For more detailed information about the company's approach to AI-driven marketing, readers can access additional resources through the company's newsroom at https://ibn.fm/ONAR. The full Forbes interview discussing these industry changes is available at https://ibn.fm/OEvgL.
