How AI is changing the customer journey: the Messy Middle explained

The classic funnel no longer exists. Today, people no longer move linearly from See → Think → Do → Care, but get stuck in what we call the Messy Middle: a phase of comparing, searching and doubting.

In this video, Martijn shows how AI-driven search behaviour is changing this customer journey and what that means for your SEO, content and conversions.

Martijn discusses how AI and LLMs ensure that people no longer simply do one search, but continuously seek context, comparisons and answers. This has major implications for how you structure and optimise your content.

What you learn

  • How the customer journey is shifting due to AI-driven search behaviour
  • Why the Messy Middle is a defining moment
  • What role LLMs play in orientation and choices
  • What this requires of content, UX and SEO strategy

Why this matters

Many organisations still optimise for a linear funnel. But when the customer journey is chaotic and AI answers zonder clicks, you need a totally different approach.

Want to know how your organisation can capitalise on this new customer journey?
Contact us for tailor-made advice.

Any questions?

Do you want to know more about SEO? Could your website use a new boost?
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Renzo van Dongen

Renzo van Dongen

Digital content manager Peugeot

Whether it's about content or technical adjustments, it doesn't matter. Martijn briefs this in a very clear way so that it can be implemented locally or by our head office in France. [...] Since the start of our collaboration, we have achieved great results. Keep it up!

Marien van Stegeren

Eigenaar Kitcentrum

When your online onderneming grows, expectations often grow too, in every area. To a large extent, we were in control of SEO and its interpretation ourselves. We found out that our own "general view" was no longer sufficient, so we engaged Bureau Onder. Surprising and clear. We have built up a fine collaboration, partly because Martijn also regularly visits our office with Eline or Mariska (depending on the case), which is very valuable to us!

Marten Stellingwerf

Webmaster

Martijn and Mariska make the SEO story understandable for the layman and are happy to think along with us. It is nice that there is a personal contact moment every month with an extensive report and the opportunity to discuss everything.After just a few months, Onder has already managed to achieve number 1 positions on Google with some of our webshop pages. We are very satisfied with Onder.

Mark Prummel

SEO Specialist Stella Fietsen

For several years, Onder has been a valued partner of Stella. Martijn is my sparring partner for complex SEO issues and the extra pair of critical eyes that keeps us on our toes. Together, we have achieved nice growth in online visibility, visitor numbers and leads. Onder onder stands out for its short lines of communication and professionalism. They speak our language: don't nag, get down to business. That is what we love!

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