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SEO is now everywhere optimisation, not just Google
Executive overview
Google still processes billions of searches daily, but its share of total search has fallen to 18%. Users now search Instagram, Amazon, ChatGPT, TikTok, and Pinterest for the same things they once Googled.
SEO is no longer about ranking on one platform — it's about being findable everywhere people search.
Why Google's dominance is eroding
- Voice search, conversational AI, and visual discovery have fragmented how people find things
- Younger users learn to search via Alexa and voice before they learn to type
- ChatGPT returns a direct answer; Google still shows ten results and ads
- Amazon surfaces product reviews, ratings, and personalised history — Google copies the format but loses on experience
- Google's ad-heavy model degrades results; alternatives without ads feel faster and cleaner
Where search volume has shifted
- 45 billion internet searches per day total; Google accounts for ~8 billion (18%)
- Instagram: 6.5 billion searches/day
- Amazon: 3.5 billion searches/day (high purchase intent)
- Pinterest: 2 billion searches/day
- ChatGPT: 1 billion searches/day
How to adapt your SEO strategy
- Optimise for all relevant platforms, not just Google
- Build a recognisable brand — brand mentions act as votes of trust across platforms
- Prioritise engagement signals; platforms surface content users interact with
- Accumulate reviews and ratings (4.5 stars+) to drive algorithmic recommendations
- Treat brand mentions across the web as the new backlinks
- Diversify traffic sources so no single platform controls your reach
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