For more than two decades, Google has been our first stop whenever we needed to find something online. Looking for a local service, researching a product, checking opening times or simply looking for an answer, the process was usually the same: open Google and type in a few keywords.

But the way people search is changing. With keywords being introduced in social media, and the rapid growth of AI tools such as ChatGPT, people now have other (arguably better) options to have information at their fingertips. Instead of relying on one platform for everything, we’re starting to choose where we search based on what we’re actually looking for.

So, is Google still the go-to search engine, or are people seeking out answers in other ways more?

Google 

Despite the rise of other platforms, Google remains hugely important. It still accounts for roughly 88-90% of global web search traffic, making it the dominant traditional search engine.

Want to find a local electrician? Need the opening times for a restaurant? Looking for a company’s website? Google is probably still your first stop.

It’s also particularly useful for maps, local businesses, specific websites and completing purchases. However, even Google itself is changing. With their feature AI Overviews appearing directly in search results, users can increasingly get an answer without clicking through to another website. This means Google is becoming less about simply finding websites and more about providing an answer directly within the search results page.

Social media

Platforms such as TikTok, Instagram and YouTube have become important places for people to discover information, particularly when they want to see something rather than simply read about it.

Think about planning a holiday. You could search Google for “things to do in Cornwall,” but you might also head to TikTok or Instagram and search Cornwall travel videos, restaurants or hidden beaches. The difference is the type of information you’re getting.

Social media can show you what a place actually looks like, what other people have experienced and what is currently popular. You’re getting recommendations, opinions and visual proof from real people.

The same applies to products. Instead of simply reading a product description, someone might search TikTok or YouTube to see how it looks, how it works or what someone who has actually bought it thinks.

ChatGPT

AI has introduced another completely different way of searching. Rather than entering a few keywords and working through a list of websites, people can ask a question in the same way they would ask another person.

For example, instead of searching “Easy chicken recipes,” you could ask “I’ve got chicken, peppers, rice and a few spices in the cupboard. What can I make for dinner?” The difference is that you’re not just looking for information. You’re asking AI to understand the situation and create a useful answer around it.

ChatGPT and other AI tools are particularly useful for detailed questions, brainstorming, comparing options, planning and turning lots of information into one straightforward response. People can ask follow up questions, change the requirements and refine the answer without starting a completely new search.

What this means for businesses

For business owners, the shift in how people search means marketing can no longer focus on Google alone.

Your website and Google presence still matter, particularly when people are actively looking for a service, checking your opening hours or comparing businesses. But depending on what you offer, potential customers may discover you somewhere completely different.

They might first come across your business on Instagram or TikTok, watch a YouTube video to learn more about what you do, search Google when they’re ready to buy, or even ask an AI tool for recommendations.

The key is to think about where your customers are likely to search at different stages of their journey.

If people are likely to want visual inspiration, social media should be part of your strategy. If they’re searching for local services, make sure your Google presence is accurate and up to date. If they’re researching products or comparing options, useful content that clearly explains what you offer can help your business appear wherever those searches are taking place.

Ultimately, businesses need to move away from thinking about search as something that only happens on Google. Your potential customers are searching across multiple platforms, in different ways and for different reasons. The businesses that adapt their marketing to match those behaviours will be in a stronger position to be found.