R/GA Australia has launched its Search Intelligence offering, a new service aimed at helping brands navigate the rapidly evolving landscape of consumer search behaviour.

The offering is strategically designed to uncover untapped opportunities, guiding brands to identify genuine demand and tailor products to meet authentic customer needs. The agency claims it's doing this by abandoning conventional SEO strategies in favour of focusing on human-centric strategies rather than simply adding meta tags.

The Search Intelligence offering includes three key services: Category Intelligence to uncover motivations through search data; Audience Sizing and Acquisition, linking search insights to product strategy and measured outcomes; and Platform Alignment/Enablement, to ensure digital platforms are geared up for gen AI. It currently supports clients in sectors including automotive, financial technology, and government.

"The conventional use of SEO is evolving, prompting CMOs to prioritise authentic customer experiences. Our approach is strategic, not merely tactical," said Marc Williamson, Director of Data at R/GA Australia. We’re not just adding meta; we’re defining how pages are built to create a robust foundation for future growth strategies. Our focus is human-centric, bridging the gap between marketing and product by connecting with people, not just machines."

The Search Intelligence team is led by Marc Williamson and Eliot Koey, with support from Senior Analysts Nicolò Zanellato and James Binnie, Analysts Anshula Bains and Seamus Collins, and Search Analyst Deepu Madhusudhanan.

CEO of APAC at R/GA Michael Titshall, said search is going through a huge change and consumer behaviour is in flux.

"R/GA’s Search Intelligence offering prioritises a customer-centric growth strategy, focusing on actual people and impact, rather than clicks. We’ll help brands identify new audiences, find new ways to connect with people and optimise experiences to stand out in a competitive market," he said.