Navigate the new search landscape: What Google’s decline means for the future of PR, marketing and digital strategy

Google’s dominance in search is no longer given. Companies that once shaped the way Internet indexes and access are now facing competition from AI-driven tools, social platforms and alternative search engines. For marketers and PR professionals, this shift is not just a trend in the past, it is a fundamental change in how audiences discover and interact with content. The days that rely solely on Google to drive visibility are gradually disappearing, while those who fail to make the risk lose its relevance. The question now is not whether search behavior is changing, but how brands can adjust their strategies to stay ahead.

The decline in Google search monopoly

Google has accounted for more than 90% of the search market for years, but the grip is loosening. Recent reports indicate that its share has dropped below this threshold, marking an important moment in digital history. The rise of AI-powered search tools such as ChatGpt and Cllexity AI, and the increasing reliance on platforms such as Tiktok and Reddit for information discovery suggests that user behavior changes. Young audiences, in particular, bypass traditional search engines in favor of social media and AI-driven solutions that provide direct conversational answers.

This shift involves not only preferences. It’s about efficiency. Google’s search results have been plagued by advertising, SEO-optimized fill content, and an increasing number of searches with zero-click searches, where users can find what they need without leaving the search page. As a result, users are looking for more relevant, direct and trustworthy information elsewhere. The impact on marketing and PR is obvious: old scripts optimized for Google are not enough.

Rethinking paid and organic visibility

The decline in Google’s dominance is forcing brands to rethink how to approach paid and organic visibility. The rise of zero-click search means that users may not click on their website even if the brand ranks high. This is more important than ever to ensure that content not only ranks but also provides value directly in search results. Structured data, featured snippets, and AI-driven content integration are now critical to maintaining visibility.

Paid search is also undergoing a transformation. As Google ads become increasingly expensive and inefficient in some cases, brands are turning to alternative platforms such as Bing, which offers lower click-through rates and a different audience. Social media ads on platforms such as Tiktok, Instagram and Reddit are also attracting attention, as these channels allow brands to attract users more organically. The day to think of Google Ads as the default paid search option is over and is now essential.

The role of brand storytelling and reputation management is changing

As searches become more fragmented, brand storytelling must develop. Consumers no longer follow a linear path from Google search to branded websites to conversions. Instead, they often encounter brands on multiple platforms in unpredictable ways. This requires a consistent and adaptive narrative that resonates between search engines, social media, and AI-driven tools.

Reputation management is also becoming more and more complex. As platforms such as Reddit and Tiktok play a bigger role in search behavior, brands must actively monitor and participate in conversations outside of traditional search engines. Viral reddit threads or trending tiktok videos can shape public perceptions than top Google results. This means investing in social listening tools and being ready to respond quickly to emerging discussions.

The rise of alternative search channels

Tiktok is no longer just an entertainment platform, it is a search engine itself. Young users, especially, are turning to Tiktok, from product recommendations to news updates. The appeal lies in the platform’s ability to provide visually appealing, short form content that is more authentic than traditional search results. Learning how to create a brand that tailors content to this format will have important advantages.

Reddit has also become a trusted source of information. Users often prefer real-world experiences and peer advice over polished marketing messages. This makes Reddit an important platform for brands looking to build credibility and have meaningful conversations. Unlike traditional search engines, rankings are determined by algorithms, Reddit’s upvote system rewards content resonates with users, thus making authenticity and transparency keys.

AI-powered search tools are also reshaping how users find information. Tools such as Chatgpt are increasingly used for research, product comparisons and even decision-making. This presents both a challenge and an opportunity for the brand. On the one hand, AI-generated summaries can reduce the need for users to visit multiple websites. On the other hand, brands that optimize their content for AI-driven searches can position themselves as an authoritative source in these emerging ecosystems.

What’s next for digital strategy?

The decline in Google’s dominance is not the end of search, but a change in the way it is searched. Brands that recognize this change and adapt accordingly will be thriving brands. This means going beyond Google-centric approaches and adopting a multi-channel strategy that includes social media, alternative search engines and AI-driven tools.

Content must be designed for discovery across multiple platforms. This means creating engaging, platform-specific content for Tiktok and Reddit to optimize search results generated by AI and ensure brand messaging is kept consistent across all touchpoints. SEO is still important, but it must be understood from a broader perspective, which takes into account not only Google rankings, but also visibility in AI tools and social platforms.

Paid media strategies must also develop. Diversified advertising spending across multiple search and social platforms will be the key to maintaining visibility. Brands should try Bing Ads, social media promotions and AI-driven advertising models to determine what is the best return on investment. Relying on Google Ads as a primary paid search channel is no longer a viable long-term strategy.

Reputation management must be proactive. It is crucial to monitor cross-platform conversations and engage with audiences in real time. Ignoring brands discussed on Reddit or Tiktok has the potential to lose control of the narrative. Investing in social hearing tools and community engagement strategies is critical to maintaining trust and credibility.

The digital search landscape is shifting, and successful brands will be brands that adapt quickly. Relying on Google alone is no longer an option. The future belongs to those who understand where viewers are searching and how to meet them with relevant, engaging and trustworthy content.