The way people are navigating the web is changing. Last year Google’s market share dropped to below 95%. This may seem insignificant. But for a company that has historically taken the lion’s share, it signals a definite shift. So, how and why are our search habits changing? And what does that mean for your business?
Social media is making it personal
Social media is the number one disrupter to the way we interact with the web. Platforms like TikTok are fast becoming the go-to place for shopping, research and reviews. 70% of Gen Z consumers and 35% of Millennials say they primarily use TikTok when searching for new products. Even non-social-media sites are changing the game. A whopping 63% of shoppers start product searches on Amazon over Google.
People are turning to social media because their timeline is specifically curated for them. Social media algorithms grow and adapt with the user, catering to their tastes. Over time, the platform builds an incredibly detailed impression of an individual. So, when they do go searching for their latest purchase, social media is more like asking a friend for advice rather than an impersonal directory of options.
The limitless interactivity of AI
AI is quickly becoming a part of everyday life and how we navigate the web. AI-assisted search engines like OpenAI’s SearchGPT gives instant, straightforward answers by using AI to collate info from across the web. Even Google has integrated AI collation into its search functionality.
AI search engines are attractive because interactions with them feel more natural. Navigating them is conversational. Difficult and detailed questions can be answered fluidly, within context – giving precise responses that a user can build on. This makes AI acutely interactive, letting users dive deeper into topics without needing to start new searches or cross reference different tabs.
So what’s next?
Social media and AI are changing how we navigate the web. But these shifting trends reveal exciting opportunities. Here are some key takeaways you can use today.
1. SEO needs to evolve
Despite trends turning users away from the traditional web ranking system, SEO isn’t dead. Rather, it needs adapting. Move past content that’s packed with keywords and focus on considered semantic search optimisation instead.
2. Quality over quantity
Crafting content that earnestly answers queries and delivers detailed insights is an opportunity to stand-out in this new landscape. Focus on providing real value in your content and cut through the noise.
3. Personality and interaction are key
Social media and AI share a personalised, interactive nature. People want connection – whether that’s in the comment section of your latest TikTok or in AI data trends. Make your brand a conversation starter, then keep the chat going.
Want to get found by more by customers?
If you need help navigating this brave new world of social media optimisation and AI assisted search, Wrise has you covered. Contact us to learn more about our SEO services and prepare your business for the future.
