Search Isn’t Just Google Anymore

Search Is Getting an Upgrade

Being findable — beyond Google

For years, “search” meant Google. That’s changed — and the shift brings new opportunities.

Search Is Bigger Than SEO

We’ve always seen search as more than keywords and rankings. It’s about how people find answers — and build trust.  But when Google owned 90%+ of the market, we had to play by its rules. Now, that grip is loosening.

 Buyers are turning to ChatGPT, Perplexity, Gemini, Reddit, YouTube — even Slack channels. They want fast, contextual answers. And they’re not always starting with Google.

Search has outgrown search engines.
And the brands earning trust now are the ones showing up clearly across channels — not just ranking in one.

What’s Changing

• Search isn’t limited to search engines anymore.
• Buyers are getting answers before they ever reach your site.
• Content needs clarity and expertise — generic won’t cut it.

Buyers aren't searching for keywords — they're looking for trustworthy answers on meaningful topics.
SEO still matters. So does paid search. But they’re just pieces of a larger visibility strategy — one built around showing up clearly and consistently wherever buyers are looking.

What We're Seeing

This isn’t about chasing acronyms (AEO, AIO, AI Search, etc.). It’s about treating search as a behavior, not just a channel.

We still see SEO and paid search delivering value — for us and for our clients.

These channels continue to attract qualified leads and feed AI tools with the content they surface. They still work — but they’re not the whole picture.

That’s why we’re:

• Sharpening how we communicate value so it’s clear across channels
• Helping brands get clear on their message — and show up where their audiences are searching for answers
• Expanding visibility beyond Google — without abandoning what still works

Internally, we're calling this approach Search Optimization — not as a rebrand, but as a signal that what worked five years ago doesn’t fully cover the landscape anymore.

We’re also testing new tools and building an AI discovery framework — grounded in the SEO strategies that still deliver.

For companies that get this right, we’re seeing more qualified leads show up from unexpected sources — often further along in the decision process.

A Few Questions to Ask

• Is your brand's value clear — or are buyers still guessing what makes it different?
• Is your content helpful — and grounded in real expertise?
• Is your site building authority around the topics your buyers care about — or just chasing keywords?
• If your buyers skip your site and go straight to AI or other sources — will they still find you?

If you’ve been thinking about these same questions, you’re not alone. We’re asking them too — with clients and inside our own team.

Search is getting an upgrade. And like many of you, we’re rethinking how we show up — in ways that serve the business and the people it's built for.