Brand advertisers are reviewing their organic and paid search strategies as Google’s stranglehold on the search engine market appears to be slipping. Data from Statcounter indicates Google's share of the search engine market dipped below 90% at the close of 2024, marking the first time it has done so in a decade.
This startling statistic indicates significant shifts not only within the market but also among user behavior. Increasingly, consumers are gravitating toward diverse search platforms, like TikTok, Amazon, and Perplexity, depending on their specific needs. Research by Omnicom published earlier this year suggests brand marketers should diversify their advertising to these new channels.
According to nine media buyers and SEO experts interviewed by Digiday, the changing search habits are becoming evident. Marketers are starting to notice the impact of these shifts, prompting them to reconsider their investment strategies. "We are seeing more clients unlocking extra budget for new projects and different ways of working," said Catherine Lux, head of SEO at Assembly. The agency recently expanded its SEO initiatives with partners like Brooks Running, indicating widespread industry adaptation.
The role of SEO has transformed significantly; it is no longer the last consideration for brands but rather, it’s becoming one of the most important elements of their ad strategies. Grace Mante, from Kepler's Search Center of Excellence, emphasized the need for brands to have accessible, well-structured online content. "We need cohesive site content that's super up to date and relevant and chock full of all the keywords," she noted.
Such adjustments are being adopted out of necessity. The online search environment is undergoing rapid change, and advertisers are responding by auditing their websites to make them easier for search engines and AI models to navigate. This proactive approach not only addresses current challenges but also positions brands for future success.
According to London-based SEO head Matt Allfrey, "Great SEO is what is going to inform the large language models." His remarks highlight the increasing importance of search engine optimization as traditional paradigms shift to accommodate AI advancements.
While Google still remains the dominant player, the concerning trend for advertisers is already prompting some drastic changes. Chris Actis, president of the agency True Media, remarked, "Brand search is an opportunity for marketers to shift [spend]." His agency’s approach has begun to reflect this, directing funds away from brand-centric searches toward other channels, such as social media.
With mounting evidence of Google’s shifts, companies are reallocaching resources with the hopes of gaining more visibility on platforms where their target audiences are increasingly migrating. Måns Gårdfeldt, partner at Spekk, has noted clients typically drew back 10-20% of their brand search spend as they transitioned to platforms like TikTok, Instagram, or Reddit, elevting social search to prominence.
Dan Roberts from Assembly has pointed out how incremental budgets are being set aside for innovative channels, including sites like Perplexity, as advertisers reevaluate their strategies amid these changes.
While some may perceive the fall of Google's market share as temporary, many see it as indicative of longer-lasting change. The advent of AI-driven search tools and social media platforms is creating rising user demand for more interactive experiences. “The migration to AI search tools and social platforms points to demand for a different online experience,” emphasized Dan Toplitt, svp, head of search and digital experience at Kinesso.
This sentiment resonates with the idea of integrating both SEO and paid search tactics. With this new approach, Toplitt highlighted the necessity for marketers to understand how to harmonize these channels to optimize overall user engagement.
Marketers are beginning to rethink not just where they advertise, but how they engage with users. Adapting to consumer preferences means embracing both traditional and innovative paths, even as the online marketplace evolves.