For over two decades, “search” has meant one thing: Google.
Marketers optimized for it, businesses relied on it, and entire industries grew around it. And for good reason — Google still holds over 90% of global search engine market share. But here’s the truth in 2025: search has outgrown Google. And if your brand strategy hasn’t caught up, you’re likely invisible in places where decisions are actually being made.
Search is no longer a destination — it’s a behavior
Search isn’t just what people do when they land on google.com. It’s what happens when someone:
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Drops a question into ChatGPT.
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Scrolls TikTok to “research” products.
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Reads Reddit comments before a purchase.
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Asks a peer for suggestions in a Facebook group.
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Watches three YouTube reviews before clicking “buy.”
And none of those moments touch Google. But they are still search — just reframed through behavior, platforms, and context.
The data is loud and clear
Let’s talk numbers:
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Only 50% of young consumers in the Baltics start their brand research on Google.
(Regional Search Trends, Baltic ICT Survey 2024) -
Over 70% of Gen Z use TikTok, YouTube, or Instagram as discovery platforms — often before they Google.
(Baltics Digital Consumer Report 2024) -
45% of Baltic internet users now use AI tools like ChatGPT, Gemini, or Perplexity for search-related tasks.
(Eurostat 2025 Projections) -
68% of consumers trust recommendations from forums and private groups more than ads or websites.
(Nielsen Trust Report, Baltics 2024)
We’re witnessing the diversification of search. It’s fragmented, fast-moving, and shaped by curiosity — not just keywords.
Why this shift matters for your brand
Here’s what happens now, every day:
You run a killer campaign. People see your ad. But instead of clicking, they go search.
Not on Google — but on TikTok, Reddit, YouTube, or even by asking ChatGPT.
And if you’re not visible there?
Your competitors win the traffic you paid to generate.
Let that sink in.
This is why discoverability today means more than rankings. It means showing up in feeds, summaries, comments, carousels, and conversations.
So what now? Rethink search as an ecosystem
We’re not saying SEO is dead. We’re saying SEO alone isn’t enough.
Modern visibility requires an OmniSearch strategy — one that spans:
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Traditional SEO
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AI search optimization
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Social and short-form video discoverability
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Forum & community listening
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Review ecosystems
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Marketplace presence
Because people don’t think in platforms — they think in needs. And if your brand isn’t discoverable where those needs are explored, you’re invisible.
Final thought
Google is still powerful. But it no longer owns “search.” And if your strategy still acts like it does, you’re missing up to 70% of where your customers are actually searching.
The brands who win next?
They won’t just be optimized for Google.
They’ll be optimized for how people actually search.
