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Home Digital The world of holistic search: Evolving beyond Google

The world of holistic search: Evolving beyond Google

by Jessica Weisman-Pitts
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Joe Comotto, Director of Search Experience at Incubeta

Joe Comotto, Director of Search Experience at Incubeta

By Joe Comotto, Director of Search Experience at Incubeta.

For the past couple of decades, if you wanted to find a website or a piece of information, you’d “Google it.” While search engines like Bing or Yahoo provided alternatives, Google has dominated the search landscape for years. Either way, it has long been accepted that the best way to find information online is via an established search engine provider.

However, technology advancements have shaken up the way we do things. In fact, 49% of Millennials and 74% of Gen Z use TikTok for search, with 51% favoring it over Google, primarily due to its short-form video format. Similarly, 62% of people now use ChatGPT or Google Gemini for researching products or services. Times are changing, and the dominant grip of traditional search engines is slowly slipping away.

Instead, social media platforms and AI-powered tools are emerging as primary sources for information and product discovery. Businesses need to adapt to this shifting search landscape by embracing new platforms and search tools that appeal to modern consumers, ensuring they remain competitive and relevant across the digital spectrum.

The Rise of Social Search

For Gen Z, social platforms are the go to for all activity – whether it’s staying updated on the news, shopping or search. In fact, Instagram has overtaken Google as the primary product search platform for younger consumers – closely followed by TikTok and Snapchat. And that isn’t only when searching for information, it applies to products too – with 72% of Gen Z respondents making a purchase after viewing a product on TikTok.

This shift is driven by a desire for authenticity and unbiased recommendations from reviewers, influencers, and peers rather than brands and traditional advertisements. While it might not be revolutionary that consumers wish to learn about the products in detail before they make a purchase – as studies have shown 98% of consumers read reviews before they buy – using these alternative forms of search does help consumers find the answers they’re looking for more quickly.

Social search isn’t just quicker—it’s more immersive and interactive. For marketers, this trend highlights the need for content strategies tailored to discovery on social platforms. Creating engaging, authentic content for platforms like TikTok and Instagram is essential for tapping into these audiences.

Conversational AI as Search Tools

The rise of conversational AI models like ChatGPT is further redefining search behavior. Unlike traditional search engines, where users are met with a long list of links, AI-driven tools like ChatGPT allow for direct, conversational interactions. Users can ask specific questions and receive detailed, human-like responses.

ChatGPT, with over 200 million weekly active users, has grown quickly because it provides users with what they want: fast, clear answers without the need to sift through multiple sources. As AI technology advances, its integration into search will only deepen. Businesses must ensure their content is optimized for AI-driven queries. This means creating clear, concise content that AI can easily process and provide to users in response to specific questions. Companies should have a clear approach for integrating AI-focused optimization into their broader search strategy.

The Role of Vertical Search Engines

Social media and AI aren’t the only changes shaking up the search world. Vertical search engines—platforms like Yelp, Amazon, and Tripadvisor—are also gaining ground. These niche platforms offer tailored, precise search experiences. If you’re searching for a restaurant, for example, Yelp is the go-to option, with its dedicated review system far surpassing Google for that purpose.

Consumers want quick, accurate results that fit their specific needs, and vertical search engines deliver that in spades. For product searches, Amazon is the first stop for many, providing a seamless experience from discovery to purchase.

For businesses, it’s essential to optimize their presence on these platforms. Ensuring accurate listings, managing reviews, and staying active on platforms like Yelp and Amazon is just as important as traditional SEO on Google.

Given the growing importance of these niche platforms, businesses need a well-rounded strategy that covers all relevant search engines to remain visible across the entire digital landscape.

Adapting to a Changing Search Landscape

Search is no longer limited to Google. The ways people find information and products are evolving, and these new search methods will mean rethinking traditional SEO strategies. Prioritizing privacy, optimizing AI, utilizing vertical search engines, and investing in content suited for social media platforms will be crucial for maintaining visibility across diverse digital landscapes. Embracing these changes is essential for long-term success in the evolving search ecosystem.

As traditional search engines like Google integrate AI features to compete, businesses must continuously evolve their strategies to keep pace with these new forms of search. The search landscape is more dynamic than ever, and those who embrace these changes will thrive in the new era of holistic search. Engaging with experts who understand these shifts can be the key to staying competitive in this rapidly changing environment.

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Jessica Weisman-Pitts

Jesse Pitts has been with the Global Banking & Finance Review since 2016, serving in various capacities, including Graphic Designer, Content Publisher, and Editorial Assistant. As the sole graphic designer for the company, Jesse plays a crucial role in shaping the visual identity of Global Banking & Finance Review. Additionally, Jesse manages the publishing of content across multiple platforms, including Global Banking & Finance Review, Asset Digest, Biz Dispatch, Blockchain Tribune, Business Express, Brands Journal, Companies Digest, Economy Standard, Entrepreneur Tribune, Finance Digest, Fintech Herald, Global Islamic Finance Magazine, International Releases, Online World News, Luxury Adviser, Palmbay Herald, Startup Observer, Technology Dispatch, Trading Herald, and Wealth Tribune.