For more than a decade now, when companies talked about search-engine optimization (SEO), by default, they were talking about Google. With the rise of digital juggernauts in the e-commerce and social media spaces—including the buy-anything platform Amazon and video-sharing apps like TikTok—online searches for products, entertainment, and information have begun to migrate elsewhere.
At a recent conference in Aspen, Prabhakar Raghavan, senior vice president of Google Knowledge and Information disclosed that a large portion of younger people age 18 to 24 sidestep Google in favor of social media search when seeking information.
“In our studies, something like almost 40% of young people, when they’re looking for a place for lunch, they don’t go to Google Maps or Search—they go to TikTok or Instagram,” he said. “We keep learning, over and over again, that new internet users don’t have the expectations and the mindset that we have become accustomed to. The queries they ask are completely different.”
Google search attrition is hardly a new trend—an oft-cited 2016 study published by big-data tech company BloomReach revealed that 55% of consumer product searches originate on Amazon.com. It’s a number that has likely grown since then. And, as tech companies continue to launch new web products, platforms and apps, search options will dilute Google’s market share even further.
For content creators and brand marketers, this means that, right now, in addition to relying on mysterious...
Read Full Story: https://www.fastcompany.com/90769485/tiktok-seo-gen-z-search-engine-optimization
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