The End of the “Just Google It” Era

“Just Google it.”

For nearly two decades, that’s been the default answer. The consumer roadmap. Your core strategy.

Lately, though, you’ve noticed something isn’t right.

Lower visibility. Flattening traffic. Channel performance that doesn’t add up. If you’ve spent the last 12 months questioning whether your content is still working, this is why. The search strategy you’ve been relying on is increasingly out of sync with how people actually find and choose brands.

That search engine-first strategy is breaking down.

Search impressions are down 10% year over year. And if you zoom in on the second half of 2024, that decline accelerates to 18%.

This isn’t a seasonal anomaly or temporary fluctuation. It’s a startling trend that’s gaining momentum. It’s right in line with Gartner’s prediction that search engine volume will decline by 25% by 2026, disrupted by shifting consumer habits.

But the disruption isn’t waiting until 2026—it’s happening right now.

There have been warning signs. In our 2024 Consumer Behavior Index, we noted that 62% of individuals aged 18-24 now turn first to TikTok—not Google—to discover local businesses. Adobe spotted it as well, noting that more than two in five Americans, across all demographics, use TikTok for search. This shift in behavior is just the tip of the iceberg: the way consumers find brands, products, and services is being reshaped significantly.

The truth is, the search strategy that once guaranteed visibility, engagement, and growth is growing increasingly irrelevant. Rankings are no longer the primary currency—relevance is.

What matters now is your content, your brand’s reputation, and, most of all, your visibility across multiple platforms.

Is your strategy adapting to these shifts, or are you still playing by the old rules?

On May 7, the 2025 Consumer Behavior Index will show you the new rules of local discovery that will inform your rebuilt strategy for a transformed search landscape.

It’s time to stop guessing and start preparing. So don’t fall behind. Start adapting now.