“The internet that many people know and love is…messy, chaotic, unpredictable. It is exhausting, unending, and always a little bit dangerous. It is profoundly human.”
– Charlie Warzel, The Open Secret of Google Search
What’s new? Google remains the authority on SEO, setting the standards and acting as the primary source of internet traffic. However, Google isn’t exactly what it used to be, and many non-search engine platforms and forums are gaining popularity as massive knowledge resources. The shift from Google to TikTok, Reddit, and other alternatives is especially prevalent among younger users. As a result, Google’s role in the customer journey is changing.
Why this matters: Millennial and Gen Z consumers are driving a shift away from search engine domination to a more community-focused era of digital curation.
What this means for your business: It’s time to think beyond the mainstream content marketing conventions. Leave behind the robotic, repeatable, squeaky-clean content that Google’s algorithm has crowned supreme for something more human.
Keep reading to understand Google’s new and improved role in the customer journey and how to adjust your marketing to compete in this changing marketplace.
What’s new with Google?
To put it simply, it has become too easy to game the system. Many of the top results have started to feel generic and frankly, less human. Now, a growing number of users are adjusting how they use Google. Others are opting for other platforms and websites that better suit their needs.
Users increasingly turn to more human, community-focused platforms
Google Trends data reveals more people are adding the word Reddit at the end of their search terms than ever before.
Why Reddit?
They’re frustrated by the generic Google results, and they know they can find a lively community of real people on Reddit.
If you want real humans sharing honest opinions, Reddit is the place to go. Plus, you can easily find expert knowledge. Similar to Wikipedia, Reddit is an active online community where users verify information and moderate communities.
In fact, many of Reddit’s top communities – where the most reliable information and digital thought leaders live – require users to prove their knowledge and interest in the topic by first building up “karma” before they can contribute original posts.
The rise of influencer culture and short-form video can also be traced back to this drive for human guidance. People are tired of being ostensibly advertised to everywhere they look on the internet. Instead, they want to access information on their terms and get advice from trusted authorities.
People want more freedom in their digital lives
Google alone only offers a small fraction of the information and perspectives available. Now, users are asserting control over their digital lives. They’re curating their feeds with creators they trust and want to maintain a connection with.
That’s why more and more users are taking matters into their own hands by…
- Adjusting their search methods: In addition to adding Reddit to the search bar, many users primarily leverage Google for local SEO (for which it is a true powerhouse).
- Using alternative search engines: More and more users are turning to Bing and crowd-sourced alternatives.
- Using TikTok as a search engine: TikTok offers the human perspective that many users are searching for.
Ultimately, the internet is in a period of transition. Google remains the go-to source for search, particularly to find local businesses, and it remains an essential resource for accessing accurate, reliable information.
However, people aren’t always searching for conventional wisdom. Instead, they’re searching for inspiration, unique perspectives, and honest opinions. And when they don’t find them on Google, they search elsewhere.
So what’s next? A digital revolution…and it’s well underway
The era of a few tech powerhouses dominating the internet (Google, Facebook, Twitter/X) is nearly over.
What’s next will show some similarities to the early days of the internet when people with like-minded interests built and maintained smaller communities.
In the era of digital curation, customers want to see brands express creative freedom
Customers want to see the real people behind the brand. Openly sharing new ideas, asking thoughtful questions, and pushing the boundaries in your industry naturally garners recognition and drives conversation. Ultimately, authentic thought leadership fosters an engaged community around your brand.
The takeaway…you’re going to need to pound the digital pavement to foster a lively community around your brand – on a variety of platforms and channels. That still includes Google! And potentially TikTok or an email newsletter–it all depends on your brand and your audience.
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