How the Goldfish Theory Explains the Future of Search in the Age of AI

Search is no longer about typing a keyword into a search bar and sifting through pages of results. It’s about users asking pointed questions and receiving neatly summarized answers—often without clicking at all. With the rise of generative AI in search, especially through innovations like Google’s AI Overviews, Circle to Search, and Lens, the way users interact with information is evolving faster than ever.

To understand this shift, we can borrow an unexpected metaphor from biology: the Goldfish Theory. Just as a goldfish grows to fit the size of its tank, users adapt their attention, expectations, and behaviors to the search environments they’re placed in. As the tank changes in size and shape, users adjust accordingly—growing leaner in patience, sharper in intent, and more dependent on AI-curated results.

AI Is Redefining the Search Environment

At Google I/O 2025, the message was clear: AI isn’t just enhancing search—it’s rebuilding it. Tools like AI Overviews now deliver synthesized answers drawn from multiple sources. Google’s multi-step reasoning models handle increasingly complex queries without needing users to click deeper. Features like Circle to Search bake AI-powered assistance directly into apps and interfaces—removing friction from the search experience entirely.

The SERP is no longer a destination; it’s an interface. A starting point for conversation, not exploration. This redefinition of the search experience shapes how users behave—and how content creators, digital marketers, and SEOs must respond.

The Goldfish Theory in Action

The Goldfish Theory assumes that organisms adapt in size and behavior to the environment they inhabit. When applied to search, the metaphor takes on a powerful new meaning.

In a pre-AI search world, users were conditioned to explore. They clicked on multiple results, compared sources, and scanned SERP features. However, as AI overviews and generative search have taken center stage, user behavior has shifted. Searchers tend to stay within a smaller, faster, and more focused search space.

• Clicks are down.
• Dwell time is shrinking.
• Zero-click answers are on the rise.

Users now expect the search engine to do the heavy lifting—not just retrieve information but interpret, summarize, and even decide.

Shrinking Behavior, Expanding Expectations

Here’s where it gets interesting. With the rise of AI search, users now use more complex, natural language. They ask full questions, expect context-rich answers, and engage in multi-step conversations—all without thinking in keywords. Yet, they demand an increasingly robust and accurate experience. 

This year’s Google I/O conference highlighted a surge in long-tail and conversational queries. Users now talk to Google like they would a person, and they expect the search engine to “get it” on the first try—demanding more from search engines while putting in less effort.

(Source: AI in Search: Going beyond information to intelligence)

SEO’s New Role: Feeding the Machine

Just as the goldfish adapts to the size of its tank, so must we adapt to our new search landscape. Traditional strategies focused on ranking positions are becoming less relevant. Now, the goal is to be referenced by the AI, not just listed on the SERP. This means:

• Structuring content for clarity and factual accuracy.
• Using schema and semantic HTML to help AI parse key points.
• Prioritizing Q&A formats, summary boxes, and concise takeaways.
  

As Jordan Koene wrote in his Google I/O recap, “Content that feeds the AI will outperform content that only ranks.” In short, we’re no longer optimizing for human readers alone. We’re optimizing for the machines that serve them.

Rethinking SEO Metrics

This paradigm shift also requires rethinking how we measure success. Traditional metrics like CTR, bounce rate, and organic rankings tell only part of the story. Ask instead:

• Is our content being cited in AI Overviews?
• Are we answering high-intent queries clearly enough to be pulled into the result layer?
• Are we maintaining authority and trust even when users don’t click?

The Goldfish Theory reminds us that visibility matters most inside the tank. 

The Future of Search Belongs to Those Willing to Adapt

Search is changing. People get answers faster, often without clicking a link or reading a complete article. AI is driving this shift, changing how content gets discovered. That means SEO needs to change, too. If you want your content to show up and stay relevant, focus on clarity, structure, and value. This isn’t about chasing trends. It’s about meeting users where they are and building a strategy for how search functions today.