The “search” has been integral to the information highway for decades. The power of a few keywords returned hundreds or thousands of sites, providing a literal world of knowledge at our fingertips. Of course, the search function buoyed businesses, too, allowing them to craft their marketing carefully so audiences could discover them. In short, searches led to traffic, which led to profits.

But with so many changes on the horizon, is the search over? Are things evolving so rapidly that the power of search is diminishing? Is AI making searching obsolete? Let’s explore below. 

Why Search is on the Decline

Hate it or love it, search is undergoing transformative changes, dramatically decreasing monthly website visitors. This decline is due to a variety of factors, including:

• Google’s hiding of organic listings on their search results page
• Google offering AI-only options not subject to traditional search rules
• The emergence of no-click searches, which allow users to get the information they seek without actually going to a website
• Audiences getting their desired info outside of Google (such as on social media)

What This Means for Marketing

The decline of search means that search engine optimization is no longer as robust as it once was. Is SEO DOA? No, but it’s no longer a basket where you can put all your eggs (in truth, you shouldn’t have been doing that anyway). 

Businesses must broaden their horizons, give customers (and potential customers) valuable content, and get creative. A few of the ways to accomplish this include the following:

• Focus on video instead of just the written word, as video tells a story that text alone can’t capture (a mixed-media approach of video, written posts, and images is ideal)
• Master the art of storytelling while recognizing that there’s a story in nearly everything (even an HVAC company can generate dozens of articles, videos, or posts about home improvement tips, handyman horror stories, or ways to cut down on utility bills)
• Offer educational content that includes behind-the-scene glances at business operations, features customer testimonials, demonstrates products, and conveys expert insight (establishing your company as a leader)
• Keep your customers at the forefront, focusing on their questions, concerns, needs, and the factors in their decision-making processes.

Search is dying, but there are several ways to stop the bleeding! If you need guidance navigating these new changes, give us a shout; we’ll be happy to help.