Is Google Losing Its Grip?
As we all know, some brand items just become synonymous with an item to the point that we all accept it as a genericized term. You may not buy Kleenex brand tissues, but you likely ask for a Kleenex by name. Jet Ski, Band-Aid, Chapstick, Velcro, Frisbee, and even Hula Hoop have all gone from unique brands to generic trademarks, standing in for the entire marketplace or as a moniker for a wider array of products.
That same idea applies to Google. With such dominance of search over the past few decades, we don’t say to search something as much as we say to “Google” it. It has made its way into our daily vernacular (including our dictionaries) because of its dominance in the search marketplace. But recent forecasts show a shift on the horizon: Google’s market share is projected to drop below 50% for the first time in a decade. This signals a major shakeup in the search landscape, driven by evolving user habits, particularly among Gen Z, and the rise of new competitors. These changes are raising big questions for businesses and SEO professionals alike.
So, Do We Blame Gen Z?
Gen Z is leading a new wave of search behavior that looks very different from what we’ve grown used to. Younger users are turning away from traditional search engines and finding answers through platforms like TikTok and Instagram. Instead of typing a query into Google, Gen Z often prefers to watch a TikTok video or look at an Instagram post for product reviews, recommendations, or even advice. According to a recent study, while Google still remains the top starting point for many in this generation, social media platforms are quickly gaining ground. In fact, Gen Z is showing how Google as a verb is definitely losing steam.
For those of us responsible for SEO for your business or clients, this shift represents a challenge. Our tried-and-true strategies have revolved around optimizing for Google’s algorithms, but now we need to rethink how we reach this emerging audience.
New Competition
Google’s position is being challenged not only by changing user habits but also by the rise of alternative search engines and AI-driven tools. Niche platforms like DuckDuckGo, which focuses on privacy, or Ecosia, an environmentally friendly option, are gaining traction with users who prioritize these values. Additionally, AI-based search tools, such as ChatGPT, are changing how people interact with search, offering conversational answers that many find more convenient.
For businesses, this means we can no longer rely solely on Google for traffic. It’s time to diversify SEO efforts, optimize for newer platforms, and consider how tools like AI might fit into our overall strategy.
What Does This Mean for SEO?
For the SEO industry, this shift is a wake-up call. Google is still important, but focusing exclusively on it could mean missing out on significant opportunities. Businesses now need to consider TikTok SEO, Instagram optimization, and how AI tools are reshaping the search landscape. With AI-driven search engines like ChatGPT potentially pulling users away from traditional platforms, content strategies will need to evolve to meet these new formats.
Will We Stop Saying “Google” Something?
This change raises an interesting question: Will we stop saying “Google it”? It feels unthinkable now, but with TikTok, Instagram, and AI-driven search engines on the rise, we might eventually see phrases like “TikTok it” or “ChatGPT it” enter everyday conversation. It’s a fun thought experiment, but also a reminder of how quickly the search landscape can evolve.
The Future of Search Is Here
Google’s dip below 50% market share is a sign of the times, but it doesn’t mean the end of SEO—it just means the game is changing. If businesses are willing to adapt and embrace a more diversified approach, there’s plenty of opportunity to capture attention across multiple platforms. The key is to stay ahead of the curve and prepare for a future where “search” might mean a lot more than just Google.
