Search marketers are asking the wrong question

TL;DR summary

Looking at at my social feeds and considering various conversations with clients, I believe that search marketers are asking wrong question when it comes to navigating modern search marketing.

Based on 3rd party research I have read and data I have analysed, I believe that modern search is an addition game, not a game or subtraction or replacement of search engines like Google. Certain user groups are adding new platforms like social (e.g. Tiktok) and AI assistants (e.g. ChatGPT) to validate and deepen the research they already do on Google.

I believe a modern search marketing strategy should be planning for addition, not substitution.

The question most search marketers are getting wrong

A lot of the debate in the search marketing industry is framing modern search as a fight: traditional search vs AI vs social search. I believe that is the wrong question, and it leads to the wrong answer.

Why do I say this? Well if we consider some of the data that is surfacing, it helps support my opinion. From what I see across 50+ GA accounts I have access to and reading over alot of 3rd party research, I note the following key points.

• AI assistants such as ChatGPT, Perplexity and Copilot drive around 5% of referral traffic. This has clearly grown rapidly in the past 12 months, with some sectors and related industries being larger then others. I think this rapid growth has something to do with this prevailing debate.
• Social platforms used as search (YouTube, TikTok, Instagram, Reddit) contribute around 12% on average. This has grown more gradually over the last couple of years, again with more distinct growth in certain user groups and sectors.
• Traditional search is however still the dominant driver of qualified traffic and conversions in most categories. Evidence suggest that Googles searches have actually grown in 2025, compared to other years and spend is not dropping on search ads.

Now before you jump down my throat, I have not overlooked the fact that these ‘newer’ search channels do not always result in a direct referral, in fact they seldom do. I am very conscious of that and take note of their role. Depending on the user group, their role is more in brand awareness, validation and deeper research, and herein lies our core question.

In my opinion, I believe certain user groups are adding AI assistants and social to their search journey, rather than substituting the traditional search engines they have been using for years. I believe modern search isn’t a replacement story, rather one of addition.

Have a think about your own search behaviour. How has it changed? Have you really replaced the way you go about searching for a service, product or solution, or just added additional tools to your process?

What I believe is happening in the modern search journey

Users are clearly diversifying their choice of ‘tools’ when it comes to their search journeys. However, in my opinion, I believe that this diversification is impacted by factors such as:

1. Age – The likelihood is that older generations are less likely to adopt newer tools, but rely on the traditional search tools they have used for many years. While younger generations being far more confident in the adoption of social search and AI into their journeys.
2. Geographic region – Cultural differences around the world will impact how users will diversify their use of different channels in their search journeys. Adoption rates of new technology across different geographical territories will also have an impact.
3. Sector & industry – Depending on the service, product or solution you are researching within an industry will also sway a users search journey, think about someone researching a holiday destination vs changing up mortgage provider.

These factors will all likely impact users attitude and confidence in how they modify their search behaviour.

Broadly speaking I believe the modern search journey is covered in three areas, each being impacted by the users age, geographic region they are located and what topic they are researching.

Initial research

Depending on the factors outlined above, a user will start their research either using a traditional search engine or social search, and in some instances use an AI assistant to initiate their research journey. For example, if we were to consider a user from a younger age group (16-25 year age group) researching a restaurant to visit or holiday, they are more likely to use a social platform to initiate their research, while a user from an older age group (50+) researching a new financial services solution would likely start their search journey on Google or Bing. Users sat in the middle of these two age groups have grown up with evolving technology and will be more likely to utilise a mix of traditional and social search, and AI assistants.

Validation

Once they have moved through their initial research phase, users are likely to look to validate their choices through social channels. For example, users may use TikTok or Youtube to validate a decision they are making when choosing their next holiday destination, or making a purchase of a new clothing item.

Clarification

For more complex research journeys, perhaps for technology or financial services, users would seek clarification in AI assistants, helping them navigate their decision making process in a more rapid and conversational manner.

How does this impact your search marketing strategy?

Sounds obvious, but a clear understanding of your audience segments, user groups and their search journeys is critical. My hypothesis about what is happening in the modern search journey is just that, a hypothesis based on data I have researched and observation from working the various clients. While you can certainly draw some inspiration and direction from my hypothesis, it is imperative that you conduct your own research into your brands audience segments and user groups.

Understanding their distinct search journeys is critical for search marketers, as each requires consideration in your strategy to ensure your brand’s message is coherent across the users path to purchase. Having this understanding will help shape your search strategy, enabling you to decide; where to play and how to win.

What are your next steps?

I appreciate that what I have outlined in this article is the just the tip of the iceberg, so to speak. Its a complex and evolving topic, that all search marketers are grappling with at the moment.

With that said, if this is a topic you are grappling with and struggling to make the right decisions, here is what I recommend you do as practical, top level, next steps:

1. Educate your team about the state of search marketing, making sure they understand what this evolving situation means for marketing and the business. Make sure the powers that be understand fully and are inspired to take the require steps to win!
2. Measurement has been changing for years now and its about to change even more. Create a modified set of KPIs that your team can work towards.
3. Revisit your search marketing strategy and make changes based on data, evidence and research. Start with your audience and user groups. Are you focussing your time and resource on the the right places to win?
4. Review your paid media budget allocation, especially between paid search and social. Have you got the balance right, bearing in mind your audience segments?
5. Focus on solid, traditional SEO fundamentals – technical SEO, on Page SEO and unique, insightful content. Do not get swept away by the LLM, GEO et al. hype that proliferates your social feeds.
6. Build a proof library for social, building out your own unique content, creator content and content from your customers.

Closing thoughts

Please don’t get me wrong here, what I am not saying here is that the future of search marketing is not going to be distinctly different from what we have been used to. I believe it will, but we are evolving and we need to account for what is happening now but also plan for the future.