Time to Pivot! Ranking First on Google Isn't Enough Anymore

For the past 25 years, brands were chasing that coveted top spot on Google search results. If you could rank first on Google, you could almost guarantee success.

But that hyper-focused strategy is now as outdated as your 2004 four door sedan. Still solid, but not catching as much attention.

The fact is, people just aren't searching the same way they used to. And if your brand isn't visible where your audience actually spends their time, you're basically invisible.

Gen Z Is Breaking Up with Google

Here are some numbers that should grab your attention: 46% of Generation Z and 35% of Millennials prefer social media over traditional search engines (source).

That means the two largest living adult generations in the United States (Millennials make up 26% of the population while Gen Z make up 22%), are not turning to Google results to find products, brands and services.

TikTok, Instagram, and YouTube are no longer just for entertainment. Instead it’s a go-to and trusted resource to find everything from restaurants to skincare routines to career advice.

And I get it. Why scroll through ten blue links when you can watch a 30-second video review? Why read a bland product description when you can see real people using the product in their daily lives?

The Rise of the AI Search

While Gen Z is swiping through TikTok, another evolution is happening: AI answer engines are changing how we get information. Instead of receiving a list of links to explore, these tools give you one specific, synthesized answer.

Surveys show that most adults still prefer the classic search engines (hey there 2004 four door sedan) but AI is growing in popularity and more people are turning to it as a support for classic search. Nearly 72% of adults reported using AI tools for search and over 20% said they’ve changed their primary search platform in the last 12 months (source).

Google isn't fading away into the background though. They've launched AI Overviews which appear at the top of search results, giving users synthesized answers without clicking through to websites. Google announced in May that “AI Overviews have scaled up to 1.5 billion monthly users in 200 countries and territories. That means Google Search is bringing generative AI to more people than any other product in the world.”

Here's what makes this AI shift so significant for your brand: when someone gets their answer directly from an AI, they don't need to visit your website to learn more about you.

It’s Officially Time To Pivot To The New Three-Pillar Strategy

Marketing strategies heavy on SEO efforts aren’t enough anymore. Brands need to think beyond Google and embrace a three-pillar discoverability strategy:

Pillar 1: Traditional Search (Google)

Yep. You still need to show up on Google. People still rely on it. Plus, AI answer engines and AI Overviews still get their data from Google organic results (among other sources), so ranking high in traditional search still matters for AI visibility.

Pillar 2: AI Answer Engines

Optimize your content for AI Answer Engines, like Perplexity and ChatGPT.

How do you write content for AI? These platforms tend to prefer authoritative sources with clear, factual information and content that answers questions directly and thoroughly. So, focus on creating content with clear headings, well-organized sections, and succinct FAQ-style answers that AI can easily understand and cite.

Pillar 3: Social Media Discovery

This is where you'll catch Gen Z and increasingly, Millennials and Gen X. Instagram and TikTok are the platforms of choice for Gen Z, with most preferring short form video content and carousels. But don’t ignore other social channels if that’s where your audience spends their time! The key is to create authentic, engaging content that feels native to each platform. Authenticity is key.

We Have The Tools And We’re Here To Help

Discoverability isn't about dominating one channel anymore. It's about being findable in all the places where your customers are. Whether that's a TikTok video, a ChatGPT answer, or a Google AI Overview, your brand NEEDS to be visible in all three spaces. Brands that adapt their discoverability strategy fastest will capture the most attention.

Need some help accomplishing this? Contact Funda Marketing. We have tools in our toolkit that tell us exactly how your brand is showing up in all three spaces, so we can help you identify and fix the gaps.