Google Searches Are Dropping – What’s Next for Marketers?

Search habits are shifting. Traditional search engines like Google are seeing a decline in traffic referrals, while AI-driven platforms—like chatbots and voice assistants—are on the rise. In January, Google’s share of the global search engine market fell below 90% for the first time since 2015.

This signals a major change in how users find and consume information. For marketers, it means one thing: It’s time to adapt.

The Changing Landscape of Search

For years, search engine optimization (SEO) has been the foundation of digital marketing. But with more users turning to AI chatbots like ChatGPT, Google’s Bard, and Bing’s AI-powered search, traditional search traffic is decreasing. Instead of scrolling through search results, users now expect quick, direct answers.

While this shift doesn’t mean SEO is dead, it does mean businesses need to rethink their approach to search visibility.

How to Stay Ahead

To remain competitive in this evolving search landscape, businesses should consider these strategies:

• Optimize for AI search – Create conversational content that mirrors how users phrase questions when using AI chatbots and voice search.

• Prioritize authority and credibility – AI-driven search tools pull from high-authority sources, making strong backlinks and industry expertise more valuable than ever.

• Shift toward structured content – Well-organized, easy-to-digest formats like FAQs, step-by-step guides, and direct answers are more likely to be picked up by AI platforms.

• Expand beyond traditional SEO – Diversify your digital strategy by investing in social media, video content, and interactive formats that engage users outside of search engines.

Search is changing, but brands that adapt will continue to stay visible, relevant and continue to generate leads.

What steps are you taking to ensure your brand remains at the forefront of search?