Al Sefati is an enterprise SEO & omnichannel marketing consultant, AI enthusiast, podcast host, author, speaker & CEO of Clarity Digital.
Search marketing has changed immensely in the last two years. Since OpenAI made ChatGPT publicly available, search behaviors by consumers have gradually shifted. People are no longer relying on just one search engine—they’re bouncing between platforms like Google, ChatGPT, Gemini, Perplexity, Copilot and others to get the answers or products they’re looking for.
For many, search behavior is no longer linear. Consumers might start their research in ChatGPT, then move to Google to validate or purchase. In Perplexity’s case, users can already transact directly in the platform using its real-time feeds. And with plug-ins and browsing in ChatGPT getting better, I suspect it’s only a matter of time before transactional behavior becomes more common there, too.
This shift is forcing marketers to rethink how they approach search. Rather than dominating Google alone, brands need to show up across multiple channels—wherever the consumer is asking questions or seeking recommendations. One strategy I have found to be effective is a decentralized, multichannel approach to search marketing.
What Is Decentralized Search Marketing?
Decentralized search marketing is the idea that people use many different search engines and discovery platforms—not just Google—to find information, compare products and make decisions. That includes generative AI tools, social media, e-commerce marketplaces and video platforms.
Even before AI took over the conversation, we were seeing clear signs of this shift. A large share of e-commerce consumers had already started skipping Google altogether and searching directly on Amazon. Others turned to YouTube for tutorials or product reviews. Gen Z is using TikTok to search for everything from fashion ideas to local recommendations. As of February 2024, Amazon was the leader in product search, with 56% of the U.S. search market, followed by Google/search engines, Walmart and YouTube.
With the rise of AI search, consumers are searching platforms like ChatGPT or Perplexity. I believe marketers should expect Google’s search market to continue to decline, accelerating this decentralization.
From my observations in the industry, many consumers like these tools because they get their responses fast, without having to go through blue links. If consumers are just looking for information, they can get a specific answer right on those platforms, often skipping visiting the website altogether. While this may seem alarming, it just means search marketers will need to rethink their key performance indicators (KPIs).
Why Visibility Must Be Rethought
As a brand, CMO or marketer, if your search strategy revolves around ranking in Google to drive traffic to your website, I recommend revisiting that strategy, as it may be in the last few years of its lifespan.
Instead, focus on increasing visibility on the platforms your audience uses, not just in one search engine. Also, understand that while fewer consumers may visit your website when they are in research mode, it is still important to optimize your website and content so your content is referenced and shows up in LLM searches.
Another way to give your brand strong visibility is by improving your brand digitally, on and off your website, through digital PR. Digital PR involves gaining credibility and earning online placement and visibility by promoting editorial content and performing strategic outreach. Search engines in the past relied mainly on backlinks to understand your authority, but while those links are still valuable, I’ve found that they’re typically not as important as showing strong authority within your industry.
And there are more options than going through major publications. Just having that voice and authority within your industry is what matters. For example, if you are in manufacturing, then having presence in a website that shares insights from other manufacturing industry leaders can be a good strategy.
It’s also very important to keep tight control of your customer reviews and feedback, whether on social channels, Google or other business profiles. LLMs do recognize customer sentiment, so make sure you are managing customer feedback online regularly and conscientiously.
Last but not least, don’t forget paid search ads. You can use paid search ads to supplement your search traffic and revenue and improve your overall search marketing results.
AI Transformation: A Fresh Approach To Marketing
I believe the changing search and marketing environment, largely influenced by AI, requires us as leaders to take a fresh approach to search and digital marketing.
If you’re ready to create a multichannel strategy that encourages broad visibility across various platforms where consumers search, start by prioritizing digital branding and PR to build authority and manage online reputation—not only to improve search engine visibility, but also to drive targeted visits to your websites since the LLMs are driving less traffic to websites. By adjusting to these changes and wisely using paid search, you can keep your company on track to stay relevant and successful in the future.
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