Search Is Evolving is Changing
Let’s be real. Search isn’t dying; it’s morphing. Fast. If you’re still clinging to 2010 SEO tactics, you’re about to get left in the dust. Big time.
In 2025, search isn’t just about typing stuff into Google. It’s woven into everything we do. It’s splintered, it’s personal, it’s conversational, and it’s happening everywhere. Search isn’t what it used to be. It’s evolved from simple keyword matching to an AI-powered guessing game where search engines predict what you’re looking for before you even know it. Right now, over 60% of searches happen on mobile devices, and voice search makes up 27% of global online searches (Think With Google).
Navigating The Multi-Platform Maze
Remember when the customer journey was a straight shot? Google search, website visit, ka-ching! Those days are long gone. Now, your potential customer is bouncing around the web like a hyperactive kid in a bouncy castle. They’re on Google, YouTube, TikTok, Pinterest, Reddit, checking reviews, texting friends, maybe even chatting with an AI.

This means you can’t just bank on ranking #1 on Google anymore. You need to be where your audience is. You need to understand their online habits and meet them on their turf.
Beyond the multi platform approach users also need to be considers all search engines. While google still holds the lions share of the market the competition is becoming more relevant every month. As of January of this year Bing now owns 12% of all searches compare to 6.8% in 2021.
Search Everywhere
Google’s still the giant in search, sure, but it’s not the only player in the game. The tides are shifting and people are searching all over the place. They’re using niche search engines, checking out new platforms like TikTok for product finds, and getting advice from Reddit communities. AI chatbots are also becoming go-to resources for quick answers and suggestions.
This “search everywhere” thing means you’ve got to spread your net wider. You need to think beyond old-school SEO and figure out how your brand shows up on these other platforms. When adapting for this shift in the market the biggest advantage will be in building content that is multipurpose and can ripped into long form video, short form video snippets and translated into text.
Let’s Address The AI Sized Elephant in The Room
Artificial intelligence has flipped the script on search. Tools like Google’s Gemini Bard and ChatGPT have turned the search bar into a conversation. People aren’t typing robotic phrases like “best coffee shop near me.” Instead, they’re asking, “Where’s a cozy coffee shop nearby that serves oat milk lattes?”
Authenticity Still Wins

With the flood of AI-generated content (some decent, a lot of it rubbish), being real is more valuable than ever. People want genuine experiences and honest recommendations. That’s why organic content, especially influencer marketing, is taking off. People trust people. It’s that simple. Nielsen research shows that 92% of consumers trust recommendations from people they know, and 70% trust online reviews. Influencers, when done right, tap into this big time and can give a brand a leg up when building trust with new consumers.
Forget those perfectly staged stock photos and robotic marketing speak. People want to see real folks using your stuff. They want honest reviews and real stories. Put your energy into building relationships with the right influencers and making content that actually connects with your audience.
Quality Over Quantity
The internet’s overflowing with low-quality content. If you’re churning out thin, keyword-stuffed articles, you’re wasting your time. In 2025, top-notch content is what sets you apart. Backlinko’s research consistently backs this up: longer, more in-depth content tends to do better in search.
Focus on creating stuff that actually helps people. Give them real insights, solve their problems, and build trust. Don’t just chase rankings; aim to be genuinely helpful.
Search Integrated: It’s Part of Everything We Do
Search is becoming a seamless part of our daily lives. Voice search is getting more common, and visual search is about to explode with smart glasses and other wearable tech becoming mainstream. Imagine someone walking down the street, pointing their glasses at a restaurant, and instantly seeing reviews and menus. That’s where things are headed.
You need to get ready for these new ways of searching. Think about how your content sounds in voice search and how your products look visually.
Content is Remaining King
So, how do you handle this crazy, multi-platform search world? Here’s the plan:
- Go Omnichannel: This isn’t just marketing jargon. It’s how you reach people everywhere they are. According to Aberdeen Group, companies with solid omnichannel strategies keep 89% of their customers, compared to just 33% for those who don’t. Invespcro also found that customers who interact with brands on multiple channels have a 30% higher lifetime value. This means connecting your marketing across all channels – search, social media, email, even offline – for a smooth customer experience. For example, if someone stumbles upon your product on TikTok, they should easily find more info on your website or YouTube channel.
- Use Influencers Wisely: Influencer marketing isn’t just a fad; it’s a key strategy. Like we said, people trust real recommendations. Working with the right influencers can help you reach new people and build trust. But don’t just throw cash at any influencer. Find people whose audience matches yours and who actually believe in what you offer. Influencer Marketing Hub shows that for every $1 spent, businesses get $5.78 in earned media value (EMV). Look at how brands like Gymshark have built huge followings through smart influencer partnerships.
- Video has Become More Important Then Ever: Video content is everywhere. YouTube is the second-biggest search engine, and short-form video on TikTok and Instagram Reels is crushing it. Making engaging video is key for getting attention and keeping people interested. This isn’t just about ads. Think about making how-to videos, product demos, behind-the-scenes stuff, and even user-generated content campaigns. Like Neil Patel says on his blog, video is going to keep being a major force in digital marketing.
- Live and Breathe Data: With so many different ways people find you, data is more important than ever. You need to track what’s happening, see what works, and change your strategy as needed. Use analytics to watch your website traffic, social media engagement, and campaign results. This data will tell you a lot about what your audience is doing and help you make your marketing better.
The One Strategy To Dominate in 2025
If you want to crush it in 2025, it’s time to go all-in on long-form video content. Here’s the play: create a high-value, long-form video and upload it to YouTube. Then, slice and dice that video into bite-sized clips for TikTok, Instagram Reels, and Facebook. Pair it with a killer blog post summarizing the key points. Why? Because this strategy not only maximizes your reach but also builds trust. Video establishes authority, short clips grab attention, and blogs ensure you rank on Google. One piece of content—endless opportunities.
Focus On Converting
One of the most overlooked elements to the marketing strategy is making sure your website is effective at converting your users after they get to your site. Making sure people stick around once they’ve clicked. That’s where Conversion Rate Optimization (CRO) comes in. This can turn a 1.5x ROMS to a 6x ROMS (Return on Marketing Spend) as they better your site is at converting the traffic into customers the more effective all marketing efforts become.
What to Focus On:
- Page speed: A one-second delay can tank your conversions by 7% (Source: Neil Patel).
- Mobile-friendly design: Over 60% of searches happen on mobile. If your site isn’t responsive, you’re losing visitors.
- Simple calls-to-action: Make it ridiculously easy for users to take the next step—whether that’s booking, buying, or filling out a form.
- Simplified Language: Websites that write content in simple terms not only keep users engaged for longer but also convert more users into customers.
- Trust Signals: Build trust and credibility by displaying security badges, testimonials, reviews, and guarantees. These elements reassure visitors that your website is legitimate and their information is safe.
- High-Quality Images and Videos: Visual content can significantly enhance user engagement and understanding. Use professional, high-resolution images and videos that are relevant to your products or services.
Evolve Your SEO or Risk Irrelevance
The search landscape in 2025 is dynamic and complex, but it’s also ripe with opportunity. By embracing change, experimenting with new strategies, and prioritizing genuine user value, you won’t just keep up—you’ll surge ahead. Stop clinging to outdated SEO tactics.
The message from consumers and the industry is clear. Focus on your user, provide great content and you will be rewarded. 🏆