When people go online for information, they expect every experience to be tailored just for them. Today, people expect brands to understand their intent.

For marketers, this means meeting these demanding consumers with the right information in the right moment.

Expectations have never been higher. We’ve seen that people increasingly use personal language—such as “me” and “I”—in their searches. Whether they are problem-solving or learning about the world around them, people want the most relevant and personal results in any situation.

And that applies to location too. People expect relevant results even as they're providing less information.