Think about the last time you looked for a restaurant. Did you Google it? Or did you check TikTok, Instagram, or Reddit? Maybe you even asked ChatGPT for recommendations. The way people search for products and services has fundamentally changed. Google used to be the king of search, but now, being visible across multiple platforms is more important than ever.
Recent studies and my own research highlight a major shift in search behaviour, especially among younger generations. Gen Z users are increasingly turning to TikTok and Instagram as their go-to search engines, favouring visual, real-time, and community-driven content over traditional search results. This trend isn’t limited to Gen Z, millennials and even older generations are diversifying how they search, relying more on social media and platforms such as YouTube, Amazon, and AI assistants like Alexa. These platforms offer something traditional search engines don’t: a mix of real-time recommendations and visual, interactive content. And more recently AI has started to change the way users search and navigate information.
So what does this mean for your brand? Are you adapting to where your audience actually looks for answers?
If your strategy still revolves around just ranking high on Google, you’re missing the bigger picture. As Neil Patel calls it, “Search Everything Optimization” is the new reality. People don’t just type queries into search engines anymore. They may search through TikTok for recommendations, YouTube for reviews, Reddit for real opinions, Amazon for product comparisons, and ChatGPT for direct answers. If your brand isn’t showing up across different platforms, it simply isn’t showing up.
But visibility alone isn’t enough. This approach isn’t just about being present everywhere—it’s also about being relevant. Every platform has its own format, language, and audience expectations. A strategy that works on Instagram won’t necessarily work on Reddit, and what ranks on search engines won’t perform the same way in an AI-powered search tool. Have you taken the time to evaluate where your audience actually searches? And more importantly, are you speaking their language when they find you?
Being visible is one thing. Understanding why and how your audience searches is what turns that visibility into actual results.
Your audience is always searching with intent. Some are looking for just information, others for quick answers, peer validation, or deep dives before making a decision. The way they search tells you a lot about where they are in their buying process. A casual search for “best running shoes” isn’t the same as someone scanning Amazon reviews or asking for recommendations in a Reddit fitness thread.
This is where brands need to start thinking in terms of search behavior, not just search rankings. Where does your audience go when they need answers? Do they trust influencer opinions? Do they fact-check across multiple sources before buying? Are they looking for expert-backed content or real user experiences?
I experienced this firsthand when searching for an MMA gym. I started with Google but wasn’t convinced by the results. So, I went to Reddit, where I found real, unfiltered recommendations from people who had actually trained at the gyms I was considering. That’s where I made my decision. This happens across all industries, and it made me realize how much community influences search.
The shift in search behaviour goes beyond platforms—it’s about trust. This is why community-driven content is now an essential part of search strategy.
Peer recommendations, discussions, and user-generated content hold more weight than traditional ads. Reddit, social media comments, and even Discord groups have become the new “review sites.” Consumers turn to these spaces for authentic opinions because they trust real users over polished marketing. The smartest brands don’t just observe this trend, they create trusted spaces where these conversations can happen. These brands become part of the conversation. They engage in discussions, foster communities, and create content that people actually want to share.
Beyond social search and community-driven recommendations, AI-powered search is changing the game. Platforms like ChatGPT, Perplexity, and Google’s own Gemini are shifting how people get information. Instead of browsing multiple pages, users expect AI to do the hard work for them and deliver a direct answer.
Google for example, has already embedded AI-generated answers into search results, meaning users no longer need to click on links—they get summarized responses at the top of the page. This “zero-click search” trend means fewer users are clicking on traditional search results. If your brand isn’t positioned to be a trusted AI-referenced source, your traffic will take a hit.
To stay ahead, brands need to adapt. This means structuring content so AI can pull and reference it accurately,establishing credibility so AI models recognize your brand as a trusted source, and optimizing for conversational queries—because that’s how people are now searching, and this trend is only growing.
Search is diversifying, and brands that don’t diversify with it will struggle to stay relevant. Optimizing for multiple platforms isn’t optional anymore. Consumers expect to find information across the platforms they already use, whether that’s search engines, Instagram, YouTube, TikTok, or AI platforms. If your content isn’t discoverable in those spaces, you may be missing out on massive potential traffic.
Beyond visibility, authenticity is just as important. The relevancy of peer-driven recommendations means that brands need to focus on building credibility and community, not just rankings. Consumers trust their influencers, community discussions, and real user testimonials far more than traditional ads. The brands that win in this new search landscape will be the ones that understand their audience’s behavior and meet them where they already are.
The way people search for answers has completely changed. Adapting to this change isn’t optional, but necessary for brands that want to stay relevant and competitive.
Now you know where search trends are heading, and what it means for your brand. But how do you actually rank across all these platforms and truly connect with your audience? Let’s talk…