What We’re Seeing
Platforms like TikTok and Instagram are emerging as alternatives for visual and experiential searches, allowing users to discover content organically through videos, tutorials and community-driven recommendations. Short-form video content is particularly appealing to younger audiences, who use these platforms for quick insights and personalised recommendations:
Google’s new “Short Videos” tab.
Other, specialised ‘niche’ search engines (e.g. TripAdvisor for travel or Goodreads for books) offer users a visually rich, user-driven experience that contrasts with the more algorithmic results typical of Google. This has prompted senior leaders at Google to acknowledge that “younger people are generally interested in more visually rich forms of search and discovery”.
With Google increasing its paid ad presence and sponsored content in SERPs, many users, particularly those aged 16 to 25, are also turning to AI-powered platforms like ChatGPT and Bing’s AI search. A recent study by ADNA highlights that these users appreciate AI’s “instant gratification” and conversational interface, which delivers specific, often complex answers without the need to sift through pages of results.
In response to users indicating a preference for convenience and personalisation, where search experiences incorporate text, image and voice, Google is enhancing its multi-modal search capabilities. Google Lens is proving particularly useful for e-commerce brands looking to optimise products for visual discovery while its “Circle to Search” feature integrates generative AI into search results, enabling users to refine or expand their queries. This conversational layer offers significant value for users conducting exploratory searches, especially on unfamiliar topics, by reducing cognitive load and presenting contextually relevant suggestions in real-time.
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Read more about what our expert SEO team have observed on this topic of alternative search journeys. Download the full whitepaper now.
Our prediction
As the popularity of alternative search platforms continues to rise, Google’s role in search (as seen in recent algorithm updates and since its August 2024 core update) will become more navigational, with users relying on it for straightforward information retrieval e.g., finding specific websites or verifying details.
“We predict AI adoption to spread in 2025, with users taking deeper informational searches to AI assistants with searches on Google becoming increasingly navigational.” – Harry Clarke, Head of SEO
Meanwhile, more complex, exploratory, and interest-driven queries are likely to shift to AI-driven platforms or social search on TikTok, where conversational, innovative, multimedia-rich interfaces offer a more tailored discovery experience. Brands will need to diversify their search strategies across traditional and social search platforms to stay on top of this change in user behaviours.
Dive deeper
To read what steps our team recommend you take to expand reach and acquisition with alternative search journeys, and to explore our other four predictions for SEO in 2025, download the full whitepaper now.
Looking to enhance your brand’s reach across emerging search platforms to drive engagement, discovery and acquisition? Get in touch today to discuss how we can help position your brand effectively within the evolving search ecosystem.
