How are changing user behaviours shaping the future of search marketing?
The internet revolutionised how we searched for information in the 1990s, rendering phone books and print directories obsolete. Fast forward to today, and search engines have become deeply embedded in our digital lives, with Google reigning supreme for over two decades. For advertisers, this dominance has meant a relatively predictable playing field for driving visibility and revenue.
However, for the first time in 25 years, that landscape is shifting again, and fast.
Emerging technologies and new user habits are challenging Google's dominance, and with consumers now discovering information in entirely new ways, marketers must pivot. The question is no longer if the future of search is changing, but how to stay ahead of it.
What is the current situation with search?
Is Google losing its grip?
The short answer? Yes - at least a little.
For the first time since 2015, Google’s search engine market share has dipped below 90%. A meaningful change, driven by several factors:
The rise of Bing, supercharged by Microsoft’s integration of Copilot - a generative AI assistant introduced in 2023 - has led to a measurable uptake in Bing usage.
The evolution of generative AI, led by platforms such as ChatGPT and Perplexity, has given users compelling alternatives for finding information. Notably, ChatGPT’s new SearchGPT experience blends generative answers with real-time web data, offering conversational responses that are often faster and more intuitive than traditional search.
What’s emerging is a two-tiered user mindset: people still use traditional search engines for transactional queries but increasingly turn to AI for exploratory research.
The rise of social search
Another force reshaping the search landscape is the rise of social search, particularly among younger users. Instead of heading to Google, many now search within social platforms like TikTok and Instagram. In the UK, a staggering 74% of Gen Z already use social media for search, and over half say they prefer it to traditional engines.
Why? Because social search provides content that feels authentic, visual, and peer-validated - qualities traditional search results often lack.
What’s next?
Adding fuel to the fire is Meta’s growing push into generative AI. Its new assistant, Meta AI, is being seamlessly integrated across Facebook, Instagram, WhatsApp, and Messenger - platforms where 76% of the UK population regularly spend time.
Users can ask questions and receive responses - with options to even converse with Meta AI through celebrity voices like Dame Judi Dench or John Cena. While Meta AI currently pulls data from Google and Bing, recent reports suggest Meta is building its own search engine. Its ambitions are to reduce reliance on external sources and - crucially for advertisers - potentially introduce its own search ad ecosystem.
What does this shift in consumer search behaviour mean for advertisers?
As the search ecosystem fragments, marketers must recalibrate strategies to stay relevant and maximise performance by:
1. Doubling down on SEO
Generative AI platforms rely heavily on organic content to craft responses. That makes SEO more important than ever. Brands should:
Ensure their website is authoritative and up to date.
Focus on quality and highly relevant content.
Structure content for AI readability.
And with CPCs increasing by an average of 38% for brand terms alone, investing in SEO can help maintain traffic while mitigating rising paid media costs.
READ MORE: Why Google's new AI overviews aren't the end of travel SEO
2. Testing new platforms and channels
Bing is no longer an afterthought. At Accord, we’ve seen ROAS and conversion rates from Bing surpass Google. Furthermore, the relevancy of Copilot ad placements is reported to be 25% higher than traditional search.
Meanwhile, Meta AI will likely introduce improved capabilities for reaching users during early-stage research and decision-making, fuelled by the growing amount of rich first-party data being received on user behaviour.
3. Leveraging dynamic feeds
With platforms gaining deeper contextual awareness, feed-based advertising allows for hyper-personalisation. Feeds help deliver dynamically tailored ads that update in real time, which is crucial for relevance in AI-driven environments. Additionally, newer formats being trialled across various platforms will rely on these feeds, making them an increasingly powerful tool for advertisers.
4. Investing in brand marketing
Brand equity is becoming a differentiator in both traditional search and AI-powered discovery. A leaked 2024 Google document confirmed what many suspected - brand mentions and search volume impact rankings.
Moreover, in AI environments, a user often has to input a brand name to guarantee a brand inclusion in the response, making brand awareness a vital precursor to performance. Higher-funnel activity that drives brand recall and consideration will directly impact inclusion in generative AI outputs.
Key takeaways
The future of search is still unfolding, but a few things are already clear:
Google’s monopoly is under real pressure.
Meta is emerging as a powerful all-in-one discovery platform.
SEO is no longer optional - it’s essential.
Brand awareness is your ticket to staying visible.
FAQs
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Prioritise high-quality, well-structured, and relevant content.
Ensure correct content structure for AI readability.
Keep the website up to date.
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Ensure ad eligibility for search placements in platforms like TikTok, Facebook and Instagram.
Use tools like TikTok’s Creator Search Insights to identify trending topics.
Create authentic, visually engaging content.
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Stay plugged into industry news and updates.
Attend conferences and webinars.
Partner with a proactive marketing agency (like Accord!) that monitors trends and adjusts strategy accordingly.
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Allocate a test-and-learn budget for emerging opportunities.
Monitor performance shifts closely.
Dominic Dennis
After years of working in digital marketing, Dominic joined Accord in early 2022, where his attention turned to digital strategy. Now a Senior Digital planner, he focuses on constructing strategically planned digital campaigns, which are bespoke based on client goals and challenges.
