Remember when search results were made of just 10 blue links? How things have evolved since then! Google search has been transformed over the years but the search landscape has also welcomed new players that are disrupting the market. In this article, we look at the complexity of the search landscape today and how businesses can adapt to keep reaching their audience and navigate potential future changes. We’ll discuss the following points:
In the ever-evolving digital landscape, the concept of search has undergone a transformative journey. Gone are the days when searching for information meant simply typing a query into Google and sifting through ten blue links. Today, search has transcended traditional boundaries, encompassing a myriad of innovative methods and technologies that cater to the dynamic needs of users. This evolution is reshaping how we access, interact with, and perceive information.
For example, image search is bridging our physical and digital worlds. If you spotted a cool jacket on a television show or series, once upon a time you would have had to manually describe the item into a search engine search bar. Not anymore. Now, it’s possible to snap a picture of the jacket with your phone and within seconds be directed to an online marketplace where you can buy it. But beyond image search, digital communication channels like social media platforms are changing the way we search and discover information. From Instagram hashtags to TikTok trends, these platforms are not just social hubs but part of the modern search landscape.
The landscape of search is becoming ever-increasingly multifaceted. Upcoming generations, who are now aptly named digital natives, leverage technology in ways that were unimaginable a decade ago. Their search behaviours are shaping the future, driving the demand for more intuitive, visually-driven, and interactive search experiences.
Plus, the advancement of artificial intelligence (AI) is profoundly impacting search and search engine optimisation (SEO). AI-powered algorithms and machine learning models are enhancing search accuracy, personalisation, and efficiency, making search engines smarter and more responsive to user intent.
As we delve deeper into the evolution of search, we'll explore the trends and technologies that are redefining how we find and interact with information and provide tips on how to stay up to date with the cutting-edge innovations shaping the future of search.
Social media sites are quickly becoming the go-to sources for discovery and information, with Adobe finding that 41% of American TikTok users have used the social media site as a search engine. Businesses need to ensure their SEO strategy aligns with this new shift in how different generations are consuming and discovering content.
Source: Adobe
Social media sites like Instagram, TikTok and Pinterest, have transformed the search experience into a more visual, engaging and community-driven process. Instead of relying upon keyword-based searches, users now utilise the power of social sites, influencers and communities to discover new trends, products, ideas and information. The influence of content creators and influencers on these platforms can’t be overlooked – they are trusted experts, helping guide their followers’ purchasing decisions and significantly impacting brand visibility and consumer behaviour.
TikTok, with its highly engaging, easy-to-create video content is increasingly giving conventional search engines a run for their money with Google themselves sharing that 40% of young people now prefer TikTok over Google for search. But it’s not just Gen Z that love TikTok, research has found that 14% of Baby Boomers, 29% of Gen X and 49% of millennials love TikTok for searching for information too. Although Gen Z and millennials might sound young, it’s important to emphasise that the oldest Gen Z members will be turning 27 in 2024 and the oldest millennials will be turning 42 this year – so these statistics need to be taken seriously by businesses.
TikTok’s unique algorithm celebrates content discovery, making it easy for users to stumble upon new creators and brands organically through the ‘for you’ page. The appeal for TikTok lies in its accessibility for creators and brands to reach new audiences due to its users favouring completely authentic content over content that’s highly edited and corporate. This makes achieving success on the platform more accessible for brands no matter their budget.
TikTok has redefined search as we know it, with users increasingly turning to the platform to search for things such as places to eat, clothing trends, activity recommendations and more. Searching for ‘restaurants in London’ will result in an array of authentic-looking and engaging recommendation videos from big and small creators, with users able to easily save each video to a personalised collection for future reference. The transition from traditional search to social media platforms for discovery and entertainment reflects a broader trend towards more interactive and visually-driven content consumption.
Source: TikTok
Interestingly, TikTok isn’t just a place for e-commerce and D2C businesses, B2B can also thrive here. Ogilvy projected employee advocacy to be a key 2024 influencer trend, whereby companies put their own employees in front of the camera to expand their reach, both for attracting new clients and new talent. Plus, a 2023 study named social media as the most popular marketing tactic amongst B2B marketeers for contributing towards achieving top-of-funnel goals. Therefore, the power of social media for B2B shouldn’t be underestimated.
Source: Emarketer
Instagram’s Discovery and Explore page have revolutionised how users find new content. Instagram’s algorithm tailors suggestions based on user behaviour to offer a completely unique and personalised feed to encourage exploration and discovery. For example, a user could search for ‘garden inspiration’ and discover an array of garden-related Instagram posts from businesses, influencers and users with open profiles. From there, they can save or engage with the post, follow the account or shop the post (if this is enabled). For B2C or D2C businesses, this is an excellent opportunity to reach potential customers at every stage of the buyer’s journey. Even if a user simply follows your Instagram page after seeing your post, your brand is likely to be front-of-mind when they are ready to purchase.
Source: Instagram
Pinterest allows users to search for inspiration and ideas through images rather than text. Its highly visual format and organised boards makes it an ideal platform for discovering new products and ideas. Users can easily ‘pin’ images to their own curated Pinterest boards as well as clicking through to a brand’s website from the particular image. For B2C and D2C businesses, Pinterest offers a unique opportunity to show their products in an inspirational format, perfect for businesses that sell high value ticket products and services. For example, a search of ‘lounge inspiration’ brings up inspirational images for a user to pin, as well as adverts for related products and services, including sofas and interior design services.
Source: Pinterest
In recent years, Reddit, Quora, and various online forums have experienced a significant surge in organic search visibility, fundamentally altering the search landscape. These platforms, built on the foundation of user-generated content and first-hand experiences, have become invaluable resources for users seeking in-depth, authentic, and personalised information.
Reddit, often dubbed "the front page of the internet," has seen its organic search presence skyrocket. According to Ahrefs, reddit.com’s global organic traffic increased by an impressive 610% over the past 12 months! The website is now getting an estimated 625 million visits from organic a month. Similarly, Quora, a platform where users can ask questions and receive answers from the community, has also seen impressive growth, although in a smaller proportion. According to Ahrefs, quora.com increased its organic traffic by 176% year on year reaching an estimated 5.8 million monthly visits worldwide.
Source: Ahrefs.com
The allure of these platforms lies in their ability to provide first-hand experiences and niche expertise. Users frequently turn to these forums for detailed answers and community-driven discussions, often preferring them over traditional web pages. This shift is evident in the search behaviour trends where users add "Reddit" to their search queries to find relevant, community-vetted answers. For example, a search for "best noise-cancelling headphones Reddit" indicates a clear preference for peer recommendations over standard product descriptions.
Reddit’s rise in popularity may also be in part thanks to the rise in AI generated content, and consequently, the rise of “fake news”. With users unable to verify what is factual versus what’s not, as Google’s own AI overviews came under fire for only recently, turning to entirely user-generated forums feels like a safer, more trustworthy option as searchers are more likely to find verified, realistic information.
Despite being left red-faced in the wake of their AI overviews using incorrect information, Google's own search algorithm has evolved to prioritise content that demonstrates first-hand experience and expertise. The E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) principle underscores this shift, rewarding content that showcases genuine user insights. Online forums excel in this regard, as they are rich with user-generated content that reflects personal experiences and detailed knowledge.
Reddit threads, Quora answers, and discussions on specialised forums often rank highly in search results because they offer nuanced perspectives that typical web articles might lack. For businesses, this trend underscores the importance of engaging with these platforms. By participating in relevant discussions and providing valuable input, businesses can enhance their visibility and credibility within their industry.
The explosion of forums in organic search presents both opportunities and challenges for businesses. On one hand, these platforms offer a treasure trove of user insights and feedback that can inform product development, marketing strategies, and customer service improvements. On the other hand, businesses must navigate the challenge of maintaining a positive presence in these often candid and unfiltered environments.
To leverage this trend, businesses must:
The increasing prominence of Reddit, Quora, and other forums in organic search highlights a shift towards valuing authentic, experience-based content. For businesses, understanding, adapting and utilising this trend is crucial for maintaining a competitive edge.
Voice and visual search technologies have overhauled how users interact with search engines, offering more intuitive and efficient ways to find information. These advancements, powered by artificial intelligence (AI), are reshaping SEO strategies and presenting new opportunities for businesses to engage with their audiences.
Despite an initially slow uptake, voice search is now beginning to gain significant traction with the widespread adoption of smart speakers like Amazon Echo and Google Home, as well as voice assistants like Siri and Google Assistant. In their recent WWDC, Apple’s inclusion of GPT4 features within its built-in smart assistant, Siri, has now provided users with even easier functions for search as Siri will be able to understand entirely natural language queries, making it a much more convenient option for hands-free searches and quick information retrieval. It’s clear the developments in AI technology have allowed big improvements in voice search which has increased its adoption amongst consumers. SEMrush reports that 50% of US consumers use voice search every day and 45% use voice on their smartphones to discover information (vs. 34% of UK consumers).
Visual search, on the other hand, leverages AI to interpret images and provide relevant results. Tools like Google Lens have increased in popularity with Google reporting 12 billion searches a month, a 4x increase within just two years! Google Lens allows users to take pictures or use existing images to search for information. For instance, circling an object with a Pixel phone or scanning a product with Google Lens can instantly provide details about the item, including purchase options and user reviews. Visual search is particularly popular in areas like shopping, fashion, and home decor, where users seek inspiration and product information through images.
Source: Google
AI plays a crucial role in enhancing both voice and visual search capabilities. In voice search, AI-driven natural language processing (NLP) enables search engines to understand and process spoken queries accurately. This technology can interpret context, identify user intent, and deliver precise results, making voice search a seamless and user-friendly experience.
Visual search meanwhile utilises AI algorithms to analyse images, recognise objects, and generate relevant search results. Machine learning models are trained on vast datasets to improve their accuracy and effectiveness. For example, Google Lens can identify landmarks, plants, animals, and even translate text from images, demonstrating the versatility and power of AI in visual search.
While both voice and visual search offer unique benefits, their popularity varies depending on the context of use. Voice search is widely used for general queries, navigation, and simple tasks, making it a popular choice for everyday use. Visual search, however, excels in scenarios where users need to identify or find products, get visual inspiration, or understand complex visual information.
The rise of voice and visual search has significant implications for SEO strategies:
For businesses, the growing popularity of voice and visual search means adapting their digital strategies to cater to these new search behaviours:
The integration of AI in voice and visual search is redefining how users interact with search engines and access information. At Innovation Visual, we work with our clients to embrace these technologies and adapt their SEO strategies accordingly so they’re well-positioned to capture the attention of modern consumers and drive meaningful engagement.
Google's search engine results pages (SERPs) have evolved dramatically, becoming increasingly complex and dynamic. This transformation has significant implications for search engine optimisation (SEO) strategies, as businesses must now navigate a multifaceted digital landscape to maintain visibility and drive traffic. Understanding these changes and how to leverage them effectively is crucial for staying competitive.
If you’d like more context on the recent changes to Google’s search engine, we highly recommend reading this excellent article discussing whether Google is broken.
Gone are the days when Google's SERPs were dominated by a simple list of ten blue links. Today's SERPs are a rich tapestry of diverse features designed to enhance user experience and provide more comprehensive information. Key elements now appearing on SERPs include:
The increasing complexity of SERPs necessitates a more sophisticated approach to SEO. Here are the key implications and strategies businesses should consider:
Artificial intelligence (AI) continues to shape the future of search, introducing new dynamics and transforming user interactions with search engines. Recent updates and the rise of AI-powered tools like Google Search Generative Experience (SGE) and ChatGPT are significantly impacting search behaviours and the SEO landscape. Understanding these developments is crucial for businesses aiming to stay ahead in the digital age.
Google's Search Generative Experience (SGE), part of its AI-driven initiatives, represents a significant leap forward in how search results are generated and presented. SGE integrates advanced AI capabilities to deliver more nuanced and contextually relevant search results. It aims to understand user intent better and provide richer, more informative responses by synthesising information from multiple sources.
Following an extensive trial period, Google renamed SGE AI overviews and launched the new feature in the USA in May 2024. Although temporarily rolled back, AI Overviews (AIO) are expected to re-emerge in a more refined form. These overviews aim to provide concise, synthesised answers to user queries, reducing the need to click through multiple links to gather information. According to Sparktoro, these AI-generated summaries have not yet significantly changed user behaviour, but as the technology improves and becomes more integrated into search results, its impact is likely to grow.
Source: Google
The implications for SEO are profound. While the exact methods for optimising content to rank within these AI overviews are still evolving, it's clear that high-quality, comprehensive, and authoritative content will remain paramount. For detailed strategies on optimising for AI-driven search features, take a look at our previous articles on the subject.
The increasing use of AI chatbots, particularly ChatGPT, is revolutionising how users seek information online. ChatGPT and similar AI-driven conversational agents offer users an interactive and intuitive way to get answers, often bypassing traditional search engines altogether. These chatbots provide personalised responses, engage in complex queries, and deliver information in a conversational format that many users find convenient and user-friendly.
As users grow accustomed to this new way of searching, businesses must consider how it affects their digital strategy. The rise of chatbots means that:
As we write this piece, ChatGPT have released their own search engine called SearchGPT. This could move more people away from Google depending on how good the search experience is. It’s still presented as a prototype but will surely evolve rapidly as ChatGPT has done. Our team will be studying this new search engine closely to understand how businesses can maximise it to reach their audience. Watch this space!
Far from being dead, SEO is very much alive and evolving. The changes in search, driven by AI advancements and shifting user behaviours, do not signify the end of SEO but rather its transformation. Search Engine Optimisation is evolving towards Search Optimisation which bypasses platforms and formats to concentrate on where people go to find answers. Traditional SEO practices focusing solely on keywords and backlinks are no longer sufficient. Instead, the emphasis is shifting towards creating high-quality, user-centric content, optimising for diverse search formats and platforms, and leveraging AI and machine learning insights. SEO continues to be a crucial component of digital strategy, but it requires adaptability and a forward-thinking approach to remain effective in this dynamic landscape.
At Innovation Visual, we specialise in navigating the complexities of modern SEO and digital marketing. Here’s how we can support your business:
By partnering with Innovation Visual, you can confidently navigate the evolving world of search, harness the power of AI and new technologies to drive business growth and beat your competition. SEO is not dead; it’s transforming, so let us support your business to thrive in this exciting new era of search.