Search behavior across India is shifting. More people are asking questions aloud, expecting instant answers, and searching in their preferred language. The changes driven by AI-powered search features, voice assistants, and evolving user habits are reshaping how websites appear in search results.
Understanding the New Search Landscape
Google’s Search Generative Experience (SGE) now provides AI-generated summaries at the top of many search results. Instead of clicking through to websites, users often find their answers directly on the search page. This phenomenon, called zero-click searches, means fewer people visit websites even when their content ranks well.
Voice search is growing rapidly, especially in tier-2 and tier-3 cities where smartphone adoption continues to rise. People speak naturally when using voice assistants, asking complete questions rather than typing keywords. Hindi and other regional languages dominate these spoken queries, creating new opportunities for brands that optimize content accordingly.
Real Impact on Indian Brands
Nykaa, the beauty and lifestyle retailer, adapted its content strategy to address conversational queries in both English and Hindi. Their blog answers specific questions like “कौन सा फाउंडेशन मेरी स्किन टोन के लिए अच्छा है?” (Which foundation is good for my skin tone?). This approach helps them appear in voice search results and AI-generated answers, maintaining visibility even as search formats evolve.
BigBasket recognized that grocery searches often happen through voice commands in regional languages. They optimized product listings and created content addressing common spoken queries about cooking ingredients, delivery timing, and product availability in Hindi and other languages. This strategy helped them connect with users who prefer searching in their mother tongue.
What’s Actually Changing
The shift toward AI search and voice queries means websites need content that directly answers questions. Short, clear explanations perform better than lengthy promotional text. Structured information like lists, definitions, and step-by-step guides gets picked up more easily by AI systems.
For local businesses, appearing in “near me” searches requires accurate location data, consistent business information across platforms, and content that reflects how people actually speak. Someone might say “mere paas achha restaurant” (good restaurant near me) rather than typing “best restaurants in [city name].”
Zero-click results don’t eliminate the need for good content. They change where that content needs to appear. Brands should focus on featured snippets, knowledge panels, and local business listings formats that display information directly in search results.
CONCLUSION
Search in India is becoming more conversational, multilingual, and instant. Websites that provide clear answers, embrace regional languages, and structure content for AI systems will maintain visibility. The goal isn’t just ranking, it’s being present wherever users look for information, whether they click or not.
Success now depends on understanding how people actually search: the questions they ask, the languages they use, and the immediate answers they expect
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