RIP Google? Why Search Isn’t What It Used to Be

For as long as I can remember, Google has been the gateway to the internet. One little white box. Type, click, done.

But things are changing...and fast!

We're seeing a quiet revolution in how people search, and more importantly, where they’re searching. Gen Z in particular is leading a shift that’s breaking Google’s long-held monopoly. According to recent data, 41% of Gen Z now use social media as their primary search tool, while traditional search engines have dropped to just 31%.

And it’s not just Gen Z. We're seeing this shift in behaviour across all age groups. People aren’t just Googling anymore. They’re searching with intent on the platform that best suits the type of content they’re looking for.

• Need a smoothie recipe? TikTok.

• Planning a home project? Pinterest.

• Looking for a new restaurant or a gift idea? Instagram.

• Want honest opinions or real-user reviews? Reddit.

• Need a full step-by-step tutorial? YouTube.

Search is no longer one-size-fits-all. It’s become fragmented, and context is everything. People want content in the format they like, from creators or communities they trust.

This is a massive shift in behaviour, and one that has big implications for marketing.

So, what does this mean for your business?

If your strategy is still built solely around Google rankings and keywords, you’re missing a huge piece of the puzzle.

The platforms people search on are now part of the buyer journey. A potential customer might watch a tutorial on TikTok, read reviews on Reddit, check photos on Instagram, and then maybe Google your website.

Your content needs to meet people where they are, in the format and context they prefer.

Three things to think about:

1. Optimise for discovery, not just search. Can people find your content on TikTok, Insta, YouTube or Pinterest? Are you using platform-specific keywords and trends?

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3. Be platform-specific with your content format. A 15-second TikTok needs a very different approach than a blog or infographic. Tailor your message for the format.

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5. Think like your audience. Where would they go to find the answer you're providing? Not just the fastest route, but the one they trust most?

Search is no longer about finding the best answer. It’s about finding the most relevant one in the right context.

The single search box isn’t dead, but it’s definitely got competition. And, if you’re not showing up in the places people are actually searching, you could be invisible.

Time to rethink your strategy? Get in touch!