In the past, search engine optimization (SEO) primarily revolved around optimizing content to rank well on Google. This made sense, considering Google’s search dominance in the search engine market. However, it is changing rapidly, and so is how users discover content online. While Google remains the giant, the rise of other platforms like social media, video platforms, and voice search has expanded the scope of where and how people search for information.

Expanding Beyond Google

As the online world evolves, it’s crucial for businesses and content creators to recognize that Google is no longer the only search engine where users seek information. Today’s users are discovering content across a variety of platforms. Whether it’s searching for products on Amazon, looking for how-to videos on YouTube, or finding recommendations on Instagram, search is happening everywhere. This shift means that traditional SEO must also evolve into what we now call Search Everywhere Optimization.

Optimizing for Multiple Platforms

To stay competitive, it’s important to optimize your online presence not just for Google but for all the platforms where your target audience might be searching. For example, if your audience spends a lot of time on Instagram, you need to ensure your profile is optimized for visibility there. 

Market Share of Search Engines

Where Gen Z Is Searching for Information or Products

Based on the information gathered from the articles, here’s a summary of where the Gen Z generation is searching for information or products:

Google

Despite the rise of other platforms, Google remains the primary starting point for many Gen Z users when they search for information online. About 46% of Gen Z users still start their searches on Google, though this is lower compared to older age groups. Google is especially strong in areas where users want reliable and comprehensive information.

TikTok

TikTok is increasingly being used as a search engine by Gen Z, especially for finding specific information like recipes, fashion tips, and DIY ideas. Around 64% of Gen Z users prefer using TikTok to search for various topics because it provides short, engaging, and personalized content. TikTok’s format of video tutorials and personal stories makes it a trusted source among young users.

Reddit

Reddit is gaining popularity among Gen Z for product searches. Young users appreciate Reddit’s community-based approach and trust the platform more than traditional influencers or search engines. Reddit is seen as a more authentic and reliable source of information, where users can find specific answers from real people.

Social Media 

Gen Z heavily relies on social media platforms like Instagram, YouTube, and Snapchat for discovering new products and brands. Many prefer finding products directly through their social media feeds rather than searching for them on traditional search engines. Social media’s role in product discovery has increased significantly, with many Gen Z users expecting brands to be visible on these platforms.

This shift indicates that while Google remains important, platforms like TikTok, Reddit, and other social media channels are becoming key places where Gen Z searches for information and products. Brands aiming to reach this generation need to diversify their online presence and optimize their content across these platforms to stay relevant and visible.

Social Media Traffic Insights

Instagram Traffic

Instagram boasts 2 billion monthly active users globally, making it the fourth most popular social media platform in the world. Users spend an average of 29.7 minutes per day on Instagram, which is a strong indication of high engagement. The platform is particularly popular in countries like India, the United States, and Brazil, which together account for hundreds of millions of active users.

Facebook Traffic

Facebook continues to be the most popular social media platform with 3.065 billion monthly active users as of 2023. It remains a key platform for social interaction, with users spending an average of 30.9 minutes daily on the site. Notably, 68.6% of these users are active on a daily basis, making Facebook a crucial platform for reaching a wide audience consistently.

TikTok Traffic

TikTok has quickly risen to become one of the most engaging social platforms with over 1.04 billion monthly active users as of May 2024. In the U.S., TikTok has 170 million users, and globally, users spend an average of 95 minutes per day on the app, which is higher than any other social network. TikTok’s popularity is especially strong among younger demographics, making it a powerful platform for reaching Gen Z.

There are also many other platforms where you can optimize your profile. It just depends on your business and where your audience is. As I’ve often said, SEO acts as a mediator between online demand and supply. Now, it’s better to look at SEO in a different way and start optimizing on different platforms to better target your desired audience and objectives. Don’t miss out—get started today!

Don’t just rely on Google—expand your digital strategy to include Instagram, Facebook, and TikTok. Start creating engaging content tailored to each platform today and connect with your audience where they spend their time!