Google is dying?
35sChallenges the common assumption that Google is still the only search giant, sparking curiosity and debate.
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The biggest change in search that you need to know is this. How and where people search has completely shifted. Now, unfortunately, most people are still 100% focused on Google. That's why most of the conversations that you hear about SEO and AI are about things like AI overviews and AI-generated content. But, the biggest change isn't happening inside of Google. It's happening at the user level. Let me show you a recent industry study to explain what I mean.
Rand Fishkin over at SparkToro analyzed millions of devices in the US, EU, and UK to better understand how people are searching today. Now, as you might expect, the number of people using AI tools like ChatGPT has generally increased. But, my big takeaway is that the share of people searching on Google is significantly smaller than just a few years ago. In fact, this study found that sites like Amazon and YouTube are starting to take up more of
search and therefore SEO. As Rand said in his report, search is a behavior, not a channel. In other words, to dominate in SEO today, you need to be everywhere, not just Google.