Google, The Search Engine, Is Dead (Long Live Google, The Knowledge Engine!)
Are you ready for the biggest shake-up in search history? What if I told you the way people find your business is changing right now, and most marketers haven’t even noticed yet? In this video, I’m going to show you what’s happening with Google, search engines, and the rise of AI-powered alternatives—and, more importantly, what you can do to stay ahead.
For over a decade, Google has been the homepage for almost all our online searches. We’ve trusted it to deliver links that lead us to what we’re looking for—whether it’s websites, products, or answers. But that era is rapidly coming to an end. Search volume on Google is down about 4%, and new players like ChatGPT, TikTok, and even Bing are eating into its dominance. Yes, you heard that right—Bing is relevant again in 2024, powering platforms like ChatGPT.
Search is no longer about typing in a few keywords and getting links. People are asking more detailed, conversational questions—especially through voice search. Voice search now accounts for a huge chunk of online activity, with over 60% of Americans using voice assistants. When people ask voice-activated devices questions, they give more context, like “What’s the best dog-friendly hotel in San Francisco?” instead of just “Hotel San Francisco.” This is transforming the way search engines process and deliver results.
And here’s where it gets tricky for Google. With platforms like ChatGPT, people are getting answers directly—no need to sift through links. This shift means fewer clicks from Google’s search results, and it’s already affecting businesses. I talk to major brands every week, and many are seeing a 15-25% drop in clicks, even though their rankings haven’t changed. The game has changed: Google is no longer just a search engine—it’s becoming a knowledge engine, delivering answers directly rather than sending users to other websites.
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So, what does this mean for you? The old SEO strategies won’t cut it anymore. It’s no longer just about ranking for keywords; now you need to be part of the conversation. You need to understand the questions your audience is asking and create content that answers them directly. The rise of AI has made it essential to focus on providing valuable, context-rich answers rather than stuffing your content with keywords.
Here’s how you can stay competitive: First, get to know the questions your audience is asking. You’re no longer competing just with other businesses—you’re competing for attention in a conversation that spans across platforms like YouTube, TikTok, and even Reddit. Then, turn those questions into valuable content that addresses specific needs and delivers real insights. This isn’t just about writing blog posts—it’s about being present in the places where people are asking these questions.
Finally, Google has a new way of measuring trustworthiness through something called E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness). Your content needs to demonstrate that your brand knows what it’s talking about and that users can trust the information you’re providing. That’s why having credible author pages and establishing your expertise in specific niches is more important than ever.
In short, this isn’t just an update to Google’s algorithm—it’s a fundamental shift in how search works. But here’s the good news: the big brands are still catching up. That means there’s a first-mover advantage for those willing to adapt now. If you want to stay ahead of the game and win in this new search environment, I’m here to help.
FOMO.ai @josh