The Shift in Digital Search

The world of online search is undergoing a fundamental transformation. Once, users relied heavily on traditional search engines like Google to find answers, products, and services. However, as digital behaviors shift, only 9% of screen time is now spent on the open web organized by search engines. The vast majority of user attention has migrated to social media platforms, marketplaces, and AI-powered tools that keep users within their ecosystems, reducing the need for traditional search engines.

For brands relying on organic search discovery, this change demands rapid adaptation. To remain visible in today’s search landscape, brands need to move beyond traditional SEO tactics and consider new ways of reaching audiences. Whether it’s leveraging AI-powered searches, optimizing for social media discovery, or positioning themselves on popular marketplaces, businesses must rethink how they engage with search to remain competitive.

1. From Search Engines to Answer Engines

The introduction of AI-driven search results like Google’s AI Overviews and Search GPT has profoundly impacted how users find information online. Instead of delivering a list of web links, AI-driven search engines now provide users with direct answers on the search results page (SERP). These results are often thorough, contextually accurate, and tailored to the specific needs of the user, reducing the necessity for users to click on additional web pages.

This shift has led to the rise of zero-click searches, where users find the information they need without leaving the SERP. In fact, more than half of all searches now result in no clicks, as Google increasingly provides answers directly on its platform. This change means that organic traffic is becoming harder to capture, while search advertising is becoming more competitive and expensive. According to a study by WordStream, the average cost-per-click has risen to $4.66 year-over-year, while conversion rates have slightly declined.

Brands We Love: Booking.com

Booking.com, a major player in the online travel space, has adapted to the shift in AI-powered search by focusing on structured data and optimizing for featured snippets. By ensuring that their content was visible in Google’s AI Overviews, they maintained visibility despite the increasing prevalence of zero-click searches. Their strategy ensured that organic traffic remained steady even as competition for search engine real estate intensified.

What Brands Can Do:

• Prioritize structured data to ensure visibility in AI-powered summaries and featured snippets.

• Adapt your paid search strategy to account for rising search ad costs and a more competitive environment.

• Focus on creating informational content that answers key user questions directly on the SERP, maximizing zero-click search opportunities.
  
  

2. Social Media: The “People-ization” of Search

Social media platforms are no longer just places to connect with friends—they’ve become powerful search engines in their own right, particularly for younger generations. In fact, 40% of Gen Z now prefers using platforms like TikTok and Instagram over traditional search engines like Google when looking for products, news, and information. Social media search engines have introduced a new layer of personalization, offering users curated search results from influencers, creators, and brands they already follow.

The shift to social discovery has transformed how users interact with content. Social media platforms deliver results in an immersive, visual format that encourages exploration and engagement. For brands, this means creating platform-native content that resonates with the unique culture and behavior of each social network.

Brands We Love: Gymshark

Fitness brand Gymshark built its dominance through social media platforms like Instagram and TikTok. By engaging with influencers, leveraging user-generated content, and aligning their brand with fitness culture, Gymshark was able to grow its audience rapidly. This social-first approach helped the brand tap into a younger, engaged audience while building trust and credibility. Their success shows that being discoverable on social media is about more than just paid ads—it's about creating content that feels authentic to the platform.

What Brands Can Do:

• Develop platform-specific content that fits the tone and format of social media platforms like TikTok and Instagram.

• Build relationships with influencers and creators who can amplify your brand’s presence in these social discovery ecosystems.

• Utilize social commerce features, allowing users to buy directly through platforms like Instagram or TikTok.

3. Marketplaces: The New Search Hubs

The rise of marketplaces like Amazon, TikTok Shop, and Temu has fundamentally changed how users search for and purchase products. Instead of starting their search on a search engine, users are increasingly turning to marketplaces where they can search, compare, and purchase products all within one platform. According to recent data, 31% of product searches now begin on marketplaces, compared to only 14% on search engines.

The convenience of marketplaces is key to their appeal. Users can browse products, read reviews, compare prices, and complete purchases all without leaving the platform. For brands, this means that marketplace optimization has become just as important as traditional SEO. Brands must ensure that their products are easily discoverable on marketplaces and take advantage of advertising opportunities to reach potential customers.

What Brands Can Do:

• Optimize product listings on key marketplaces like Amazon and TikTok Shop to ensure your products are discoverable and meet user expectations.

• Invest in marketplace advertising to gain visibility in product searches and enhance your position against competitors.

• Leverage customer reviews and optimize product descriptions to improve user trust and conversion rates within the marketplace.

4. The Emergence of AI Assistants and Superapps

The next frontier in search is the rise of AI assistants like Google Astra and OpenAI’s GPT-4, which are capable of handling complex user queries and tasks, from scheduling appointments to making purchases. As AI assistants become more advanced, they will replace many of the functions traditionally handled by web search engines. This shift will be even more profound with the rise of superapps—platforms like WeChat in Asia that combine communication, shopping, entertainment, and payments into a single ecosystem.

While superapps have not yet gained widespread traction in the West, experts predict that they will emerge in the coming years. Companies like Meta and X (formerly Twitter) have expressed interest in developing their own superapp platforms.

What Brands Can Do:

• Begin preparing for integration with AI assistants, ensuring your brand’s information is optimized for voice search and AI-driven platforms.

• Monitor the rise of superapps and adjust your brand’s strategy accordingly, ensuring you’re ready to engage with users in these highly integrated ecosystems.

5. Implications for Brands: How to Stay Ahead

With more time being spent in closed ecosystems, brands must adjust their digital strategies to stay competitive. The key is to sharpen brand positioning, develop platform-native content, and ensure channel alignment across all touchpoints.

Key Strategies:

1. Crisp Brand Positioning: In marketplaces and social media ecosystems, your brand needs to stand out with clear, targeted messaging to cut through the noise.

2. Platform Natives: Build teams with expertise in individual platforms, whether it’s Instagram, TikTok, or Amazon, to create tailored, highly effective campaigns.

3. Channel Alignment: Coordinate efforts across different platforms, ensuring a consistent brand presence that meets users where they are.

Conclusion: Preparing for the Future of Search

The digital search landscape has fundamentally changed. Users are increasingly shifting away from traditional search engines, spending more time on social platforms, marketplaces, and AI-driven search experiences. For brands to stay ahead, it’s essential to adapt and embrace these changes, ensuring they have a presence in these emerging ecosystems and future-proofing their strategies for the next wave of digital evolution.

Partner with Montegrey to Stay Ahead

At Montegrey, we help brands navigate this shifting digital environment. Whether it’s optimizing for AI-driven search or building a standout presence on social media and marketplaces, we ensure your brand is well-positioned to thrive. Contact us today to future-proof your digital strategy.