The Death of 'Just Google It'. The New Reality Of Search
For years, the “SEO is dead” debate has circulated in marketing circles—yet we all crawl back to it and continue to use Google for researching, marketing and advertising. But now more than ever before, the uncertainty of the future of SEO and digital marketing has marketers increasingly nervous. Here's what's been going on.
While Google has been a part of the fabric of modern life for decades, how people search has fundamentally shifted.
SEO isn’t dead, Google isn't dead, but the the online search ecosystem has expanded. And the new reality of SEO is about knowing where people go, and for what.
The new competition, according to marketing research firms like Jungle Scout, are
- Amazon 56%
- Search engines 42%
- Walmart 29%
- YouTube 13%
- Target 11%
- Facebook 10%
- Instagram 7%
- TikTok 7%
- Pinterest 5%
- Other 3%
- None of the above/have not search for products online. 10%
Source: Jungle Scout Consumer Trends Report: Q1 2024
Looking for new places to eat? People are often trusting TikTok video testimonials from everyday users over traditional ads.
When it comes to shopping, Instagram has the visuals and recommendations from people they admire. And now you can purchase directly from brands and small shops without leaving Instagram at all!
Even Pinterest functions as a powerful search engine, with nearly 500 million users each month—46% of whom discover new brands or products weekly.
And for in-depth advice? Platforms like Reddit and Facebook groups offer community-driven discussions that provide trusted answers.
While Google scrambles to maintain relevance with features like AI Overview, its new competition keeps adding features to their authoritative platforms.
Impact On Your Marketing Strategy
With search stratified across many platforms, we’re seeing a shift that affects all of us:
- Traffic Distribution: Website visits aren't just coming from Google anymore. Are you ready to be found elsewhere online?
- Platform Dependency: Succeeding in SEO now means not just showing up Google. Is your strategy built for this multi-platform world?
- Content Format Evolution: Video is king, rich articles that are search optimized aren't enough to capture people's attention. Does your content give people a reason to stop scrolling?
How To Prepare For The New Search Landscape
Specialized platforms have transformed what SEO means for businesses, and it's time for small and mid-sized businesses to diversify where they search optimize themselves. Think beyond just a Google audience, but cast your net where it makes sense.
To thrive, meet your audience where they already are:
- Embrace Platform Diversity: Modern SEO is about adapting to how your target audience actually looks for things.
- Adapt Your Content Strategy: Each platform has its own “language”—video, images, or interactive elements that capture attention spans. Find which platforms fits you, and tailor your speech to what your audience is searching for and demonstrates your authority on the subject.
- Build Community Presence: Success now means joining conversations already happening where audience feels at home.
- Measure Differently: The usual SEO metrics don’t capture the whole picture anymore. Engagement and cross-platform influence are now part of the mix.
The Bottom Line
Google still matters, SEO matters, but traditional search engines are no longer the only way people discover businesses and brands. The future belongs to businesses and brands that know that a more diverse, platform-specific marketing approach is key to being discovered.
The evolution of search isn’t just changing how we optimize websites, advertising, and all online content—it’s redefining what it means to be findable. The question isn’t whether to adapt, but how quickly can you embrace this new reality?