Four Growing Truths About the New Search Landscape (And What to Do About Them)

We’ve seen from our previous reports and the wider industry that the search landscape is shifting - but the latest SearchPulse report shows that it’s not just shifting, it’s fracturing. For so long we’ve gotten used to Google being the single dominant search engine that serves most user needs. Social media is nothing new but the growth in use of social platforms as sources of inspiration, search and shopping has become a dominant force in user behaviour.

The future of search is a multi-platform, cross-channel, uniquely targeted experience - tailored to each user’s unique needs and preferences. Especially for platforms that appear to drive significant presence in AI results such as Reddit, being a passive observer rather than an active participant is likely to have an opportunity cost.

Here are some of the most important insights from the Q3 report - to get the full insights you can download the latest SearchPulse Report.

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Stop Treating Google as Your Only Search Strategy

A clear trend is that platform usage is splitting, and age is a key diving line.

Our data shows that people aged 18-44 are using an average of five different search platforms regularly. For that audience, a multi-platform strategy isn’t just a good idea - it’s essential for long-term relevance and visibility. In contrast, we see older users aged 45+ tend to stick to just two or three core platforms.

Users are moving fluidly between Google, social media and AI tools - investment in search strategy needs to cover social platforms as well as search engines. For younger audiences, platforms like Instagram and TikTok will reach users at the early stages of inspiration and awareness which are key drivers of down-funnel activity. For the 45+ audience, Facebook and Youtube are key supporters of the core Google experience.

We know from the Mere Exposure Effect that people develop a preference for things merely because they are familiar with them. By appearing consistently across the different platforms your audience actually uses, you build that familiarity that can develop into consideration and trust.

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Content Strategy Should Address the Emotional Gap in Search

Knowing where your audience is, is only half the battle - we need to understand why they’re there. Our data identifies four primary motivations for search: fact-finding, crowdsourcing, taste-tuning, and streamlining.

Different platforms are naturally better at serving these needs. Search engines tend towards rational fact-finding, while social media is the go-to for emotional taste-tuning and inspiration. There’s likely no surprise to these findings but they remain a core part of the driving forces behind user behaviour.

However, there’s an ‘emotional gap’. People are still very reluctant to use search for complex, personal needs. 55% of people would not search online for dating advice and 34% would not search for mental health support.

That means for personal topics like mental health, we need to not just rely on traditional website content. Younger audiences who are more willing to seek this information online (especially on Google and TikTok) are more comfortable with informal formats. Video or Podcast content on social channels can be a great way to engage these audiences in a way they’re more comfortable with.

Authenticity is also a key factor in platform use - which likely further widens the emotional gap. We’ve seen regular usage of Pinterest is declining. As an inspiration destination it’s content is meant to be personal and emotional, but as a space it’s being increasingly invaded by inauthentic, low-quality AI content. That contrast between the core motivation for the platform’s usage and the reality of what appears, is a short road to users’ loss of trust.

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AI Shopping is Coming and the Foundations are Being Laid Now‍

For e-commerce brands, AI is already becoming a major factor in the purchasing journey, especially for the younger 25-44 age segment. Over half of this group is willing to use AI for shopping tasks. The motivation is a consistent practical one - saving money.

The top three use cases for AI in shopping are all related to affordability: looking for deals, comparing prices and finding discount codes. AI, for this demographic especially, could be a powerful bargain-hunting resource.

As marketers and brands we need to make sure we are feeding AI our offers, product details and value propositions in a way that when a user asks an AI to ‘find the best deal’ - it’s our brands that are recommended. These audiences want personalised savings, streamlined price comparisons and smart tailored offers - so our websites should reflect those motivations. Keyword site search will be a growing challenge for users as other platforms offer entity-based search and AI powered navigation. 

This new world of AI shopping will still be underpinned by a strong foundation of data and tracking. Ensuring GA4 properties are properly set up to identify and measure value, behaviour and traffic will be a key step in understanding brand performance.

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Changing User Behaviour Change is Gaining Momentum

The key takeaway from both the Q3 report and the Searchpulse project in general is that a one-size-fits-all approach to search strategy is increasingly at odds with user preferences and behaviours. Successful brands are actively engaging with their audiences on the specific platforms they’re using, with content that truly matches the “why” behind the user’s search.

These are just some of the insights we’ve gathered as part of the Searchpulse report - for the full breakdown, deeper expert insights and key strategic takeaways, you can find them all in the complete report.

Ready to build your future-proof strategy? Download the full SearchPulse Report Now.

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