Google Isn't Dead, But It's No Longer Where I Start
As someone who recently graduated from university and now works in digital marketing, I've
realised that I search for information very differently from previous generations.
Growing up, Google was the answer to everything. Whether that was looking for a restaurant,
information on an assignment or comparing products, the answer was always to Google it. But if
I'm being honest, since AI, Google is no longer my default for everything.
Today, I use different platforms depending on my search. If I want a quick explanation of a topic,
I'll usually ask ChatGPT first, as it’s faster than reading through pages of Google search results,
and trying to piece together the answer myself.
Google is where I go when I want to verify something, find a specific website, check recent
news or make a purchase. In many ways, Google has become my validation tool instead of using
it for discovery.
I can ask follow-up questions, get examples, and refine the response until it gives me exactly
what I’m looking for. If anything, AI summaries are probably what I trust most when I'm starting
my research. Not because AI is always right, but more that it helps me understand a topic much
quicker and gives me an actual solid starting point. Therefore, I’ll often use AI first and then
verify important information elsewhere if necessary, by checking if other websites agree with
the answer.
If I'm looking for recommendations, especially things like travel destinations, etc., I'll check
TikTok or review sites before I resort to the long process of Googling anything. Seeing real
people share experiences feels much more trustworthy than reading the marketing copy thrown
carelessly onto a website.
A recent example was when I was planning a trip to Greece. I used ChatGPT to build a rough
plan and compare different islands. Then I went to TikTok to see what these places actually
looked like. Finally, I’d check Reddit to find out what tourists wished they'd known before
visiting and check the reviews to ensure the recommendations were genuine.
I think that's one of, if not the biggest, shifts happening right now. My generation isn’t searching
less, more so just spreading our searches across more platforms.
One thing I’ve noticed, both for myself and among friends, is that trust matters far more than
rankings. When a business’s website feels overly promotional, I’ll usually look elsewhere.
Before making a decision, I want to see reliable reviews and genuine customer experiences.
That’s why platforms like Reddit continue to influence so many buying decisions. People
increasingly want honest answers from others they can relate to.
I don't think being ranked number one on Google automatically means a brand has won my
attention anymore. If I see a company ranking highly but I can’t see any authentic customer
reviews or real people sharing their experiences on social, and group pages and forums aren't
mentioning them when I ask for recommendations, then I’m likely to be sceptical.
Visibility today is much bigger than just search rankings, the rise in people using AI, is speeding
up this change. In fact, in 2026, 68% of Google searches ended without a click.
Tools like ChatGPT, Claude and Perplexity are becoming part of everyday search behaviour
because they remove the unnecessary hassle. Instead of searching and clicking around
aimlessly, users can ask a question and receive a direct answer.
Research from Which? December 2025 found that 75% of UK adults aged 18–34 now use AI
search tools, compared to just 24% of those aged 65 and over. That gap mirrors what I see daily.
AI search is normalised behaviour among people my age, changing the conversation around
SEO.
The businesses that stand out to me are the ones creating genuinely authentic and useful
content. Innocent Drinks is a great example, as they share behind-the-scenes moments and
employee stories that feel true to their brand rather than just trying to sell.
AI systems tend to favour content that is trusted, well-structured and easy to understand, yet
people are relying on community validation from reviews and social platforms.
The future of search is no longer dominated by Google. AI, social platforms, reviews and online
communities are all forms of search and validation, all part of the same decision-making
process..
If a business wants to stay ahead, the most valuable research might not be in the latest
algorithm update. It might be in watching how a 22-year-old plans a holiday, buys a pair of
trainers, or chooses somewhere to eat.
Search behaviour is changing faster than many businesses realise. The brands that take the time
to understand it today will be the ones people find tomorrow.
As part of my work with Bloombird Digital, an AI SEO specialist, I’m currently developing my
skills in AI search visibility. I’d love to offer a free AI SEO audit to a small number of businesses.
There’s no pressure or obligation, it would give me valuable hands-on experience, while
hopefully giving you some useful insight into how visible and trustworthy your business appears
across AI search.
If you’d be interested, feel free to send me a message.