The increasing reliance on mobile devices has made search habits more mobile-centric. With users spending an average daily of 2 hours and 20 minutes on social platforms via their smartphones, social media search is emerging as a prominent alternative to traditional search engines. This transformation has significant implications for Search Engine Optimization (SEO), which has traditionally focused on Google’s algorithms and ranking factors.
In 2024, this trend became even more transformative as social media platforms and artificial intelligence (AI) increasingly serve as go-to channels for discovering information, products, and trends. With the rise of alternative search engines, marketers and SEO specialists now have new opportunities to reach broader audiences.
The Popularity of Alternative Search Engines
Social media platforms have evolved beyond mere social interaction. In fact, 46% of Gen Z now search for brands on social media more often than on conventional search engines like Google.
Here are the top channels that people are using as alternatives to Google:
- TikTok: The Trend-Based Search Engine
According to Forbes, Gen Z prefers TikTok rather than Google as a primary search tool for information discovery. Unlike traditional search engines, TikTok’s algorithm is designed to surface content that is highly engaging and relevant to users’ interests and behaviors.
Users often search for tutorials, life hacks, product reviews, and trends on TikTok. It is not just a social platform but a powerful search engine for visual and trend-driven content, offering a visually rich and interactive search experience.
For businesses and content creators, optimizing for TikTok involves creating engaging, visually appealing videos that resonate with the platform’s audience.
Image by HubSpot
Brands can significantly boost their visibility and engagement by aligning content with trending hashtags and popular challenges. Leveraging TikTok’s algorithm-driven discovery can help brands appear in relevant search results and prominently on the “For You” page.
- Facebook: The Social Search Engine
Facebook’s versatility has evolved from a social networking site to a robust search engine, particularly in the context of local businesses, events, and community discussions. With over 2.09 billion users worldwide, Facebook’s search function allows users to find businesses, groups, pages, and public posts relevant to their interests.
Image by HubSpot
Facebook emphasizes social connections; its search results are often personalized based on a user’s network and past interactions. Therefore, optimizing the Facebook page becomes crucial to ensuring discoverability.
A well-maintained page and regular engagement are more likely to appear in relevant search results. Utilizing Facebook’s ad targeting tools can also help reach specific demographics, further enhancing visibility.
Moreover, Facebook groups have become valuable resources for niche communities, making them key to enhancing content discovery and boosting search visibility. Actively participating in relevant groups can increase engagement and improve the page’s presence in both group searches and personalized search results.
- YouTube: The Video Search Engine
YouTube is known as the world’s second-largest search engine and the best alternative search engine to Google. Thus, investing in YouTube is crucial for expanding online reach.
Image by Motioncue
YouTube has emerged as the primary platform for video content. Users turn to YouTube for everything – from educational content and product reviews to entertainment and news. The platform’s advanced search algorithm suggests videos based on user preferences, ensuring that visual and auditory learners receive personalized content tailored to their learning styles.
Optimizing content for YouTube involves using relevant keywords in video titles, descriptions, and tags. Also, creating engaging thumbnails and consistent content helps encourage subscriptions and increase views. The rise of YouTube as a video search engine highlights the increasing significance of video content in digital marketing strategies.
- Instagram: The Visual and Social Search Engine
Instagram, originally a photo-sharing app, has evolved into an immersive search engine. Thirty-six percent of Instagram users now use it as a search tool, particularly for lifestyle, fashion, food, and travel content. With features like hashtags, Explore page, and shopping tags, Instagram is a place where users can discover content, products, and brands in a visually engaging format.
Image by Sprout Social
With more people using the platform to find inspiration, trends, and products, optimizing for social media searches is essential for businesses in visually-driven industries. To optimize for Instagram search, brands should focus on creating high-quality visual content and engaging with their audience through stories, reels, and interactive posts.
Instagram’s shopping features also allow businesses to link products directly in posts, making it convenient for users to discover and purchase items. This further enhances the platform’s role as a tool for product searches.
- AI Tools: Enhanced Search Functionality and Efficiency
Artificial intelligence tools, like ChatGPT, are transforming the search experience by providing quick, specific information without having to sift through multiple web pages. Now, with advanced features such as voice and visual input, users can have more intuitive and efficient access to information online.
The power of AI chatbots threatens strategies founded on the influence of traditional search engines like Google. Because they offer direct answers to user queries, users are increasingly turning to AI chatbots for their search needs. This trend is causing speculations in the SEO industry on whether the strategy is still practical.
Image by PCMag
However, SEO experts argue that while AI chatbots are undeniably impactful, they do not make the best alternative search engine. ChatGPT is not always the most reliable source of information due to occasional inaccuracies. Users still rely on expert opinions and verified information, which they can easily access on platforms like Google.
Moreover, companies need to be more strategic about their online marketing efforts to accommodate developments in the SEO landscape. For example, businesses should aim to establish themselves as an authority in their respective niches. This will make users turn to them for information instead of going to AI chatbots for answers.
Adapting SEO Strategies to the Rise of Alternative Search Engines
According to HubSpot, 87% of social media marketers have noted that they see consumers looking for brands more on social channels than through search engines in 2024. This means that brands should adapt their SEO strategies to leverage this trend.
Image by Forbes
Brands can achieve this by optimizing social media profiles with relevant keywords and high-quality content to enhance discoverability. Aligning SEO efforts with the help of social media outsourcing companies can also improve a brand’s visibility and attract potential customers who increasingly turn to these platforms for brand information.
As consumer behavior shifts toward using social media for brand discovery, companies must adjust their strategies to maintain visibility. To keep a competitive edge in this rapidly changing market, brands should collaborate with experts who specialize in both SEO and social media optimization.
By partnering with an outsourcing SEO agency that has a deep understanding of the latest search algorithms and social media trends, companies can ensure their efforts stay aligned with current market demands. These professionals can help brands integrate the right mix of targeted keywords, create engaging content, and develop a strong backlink profile that resonates with new user behaviors.
Optimize Your Search Marketing Strategy With DMP
The rise of alternative search engines is redefining the SEO landscape and how people search for information online. As search engine progresses, brands must optimize their social SEO strategies and strengthen their resilience against the changing search engine landscape.
If you are looking for SEO services in the Philippines that can help you leverage your social SEO, Digital Marketing Philippines (DMP) can help your brand navigate this evolving environment, ensuring visibility and relevance across both traditional and alternative search engines.
Visit our website and see where it takes your brand.
Sources:
https://backlinko.com/seo-this-year
https://www.nytimes.com/2024/02/01/technology/perplexity-search-ai-google.html
https://www.semrush.com/blog/search-engine-list
https://blog.hubspot.com/marketing/marketing-trends
Jomer B. Gregorio is a well-rounded expert when it comes digital marketing. Jomer is also known as a semantic SEO evangelist and practitioner. Check out our Digital Marketing Services today and let us help you in achieving positive and profitable results for your business.