Google Search Is Dying – Here’s What It Means for SEO and How to Stay Ahead
You’ve probably felt it—Google Search just isn’t as good as it used to be. Maybe you’ve searched for a café in Chatswood, only to get a pile of ads instead of actual recommendations. Or perhaps you’ve looked up “best gyms in Sydney” and found nothing but outdated blogs and spammy listings. If that sounds familiar, you’re not imagining things. Google Search is changing, and not in a good way.
For years, Google Search has been the go-to for everything. Need a plumber in North Ryde? Search it. Want the best coffee in the Sydney CBD? Google had the answer. But today, search habits are shifting. People are finding restaurants on Instagram, shopping on Amazon, and getting answers from ChatGPT. Google’s golden age is fading, and if you’re still relying solely on Google for SEO, you’re already behind. Let’s break down exactly why Google is losing its dominance, what this means for your business, and how to future-proof your strategy.
Why Google Search Won Over Australians
Aussies love convenience, and Google delivered. Whether you were looking for the best dumplings in Chatswood, weekend road trips from Sydney, or last-minute tax advice, Google had your back. It was fast, clean, and (for the most part) unbiased. But things have changed.
How Google Search Became the Default Search Engine
Before Google, search was chaos. Finding reliable information meant bouncing between multiple search engines like Yahoo, AltaVista, and LookSmart—each giving different results, none of them truly accurate. Searching for an answer often required checking multiple sources manually, wasting valuable time.
Then, in 1998, two college students in Menlo Park, California, changed the game. Google Search launched with a mission to organise the world’s information and make it universally accessible and useful. Instead of just matching keywords, Google’s algorithm ranked pages based on relevance, authority, and user experience. With a clean, clutter-free interface and fast, accurate results, Google quickly became the go-to search engine for millions worldwide.
Why Google Search Won Over the Internet
Google didn’t just deliver results—it redefined the search experience. Instead of overwhelming users with banner ads and distractions like Yahoo, Google focused on speed, precision, and usability. It wasn’t just a search engine; it became synonymous with search itself.
Need help with your SEO? Book your FREE 1:1 consultation today and get started.
Why Google Search Is Losing Market Share
Fast forward to today, and Google Search is facing a serious challenge. Of the 45 billion searches happening daily, only 8 billion are on Google. That’s just 18% of total market share, a massive drop from its former dominance.
Meanwhile, alternative platforms are skyrocketing:
- Instagram – 6.5 billion searches per day
- Amazon – 3.5 billion searches per day
- ChatGPT search history – Over 1 billion searches per day
- Pinterest – 2 billion searches per day
People aren’t just searching on Google anymore. They’re looking for products on Amazon, trends on Instagram, and direct answers on ChatGPT. When users search for travel, they often turn to Google Flight Search, but social media platforms like TikTok and Pinterest are also influencing decisions.
The Rise of Multi-Platform Search
Search habits have evolved. Some users prefer visual searches where they can browse images instead of scrolling through text-heavy pages. Others want instant AI-generated answers, skipping search results entirely. Younger generations? Many use voice search before they even learn to type. If you’re still focusing on traditional Google Search, you’re missing where the next generation of users are searching.
How Google’s SEO Model Is Failing
For years, Google’s business model has revolved around ads. The more users search, the more ads they see. But now, that model is backfiring. Today, the first page of Google Search is often packed with paid ads, pushing organic results further down. Instead of giving users fast, relevant answers, Google prioritises advertisers willing to pay the most.
Rather than innovating, Google has spent years reacting to competitors. They introduced Google Bard to mimic ChatGPT, copied Amazon’s product display format, and integrated more AI-generated responses. But these changes haven’t restored user trust. People still use Google Image Search for quick visual lookups, but when it comes to research, they’re turning to alternative platforms.
The Shift to Alternative Search Engines
This isn’t just about Google Search anymore—it’s about being discoverable everywhere. Whether it’s optimising for Google Search Console, ensuring your content appears in safe search results, or gaining visibility on social platforms, the game has changed. Search Everywhere Optimisation is now the future.
The Future of SEO: Search Everywhere Optimisation
If you’re still focusing only on Google Search, you’re already behind. SEO today isn’t just about ranking on Google—it’s about showing up on every major discovery platform. Whether it’s Instagram, Amazon, ChatGPT, YouTube, or Pinterest, businesses that optimise across multiple search platforms will dominate.
How to Win in the New SEO Landscape
- Build a Brand That Exists Beyond Google – Brand mentions aren’t just about backlinks anymore. The more your brand appears across ChatGPT, social media, and marketplaces, the more visibility you gain.
- Prioritise Engagement Signals – Search engines now track how users interact with your content. Whether it’s a Pinterest save, an Instagram share, or a comment on YouTube, engagement boosts your SEO.
- Leverage Image and Video Search – Google Image Search and Google Photo Search remain critical for visual discovery. Ensure your images are optimised with metadata, alt text, and high-quality visuals.
- Optimise for AI Search – ChatGPT, Bing AI, and voice search are shaping the future of search. Your content needs to be structured, concise, and conversational so AI can easily extract and present key insights.
Actionable Steps: Future-Proof Your SEO Strategy
Here’s how you can future-proof your SEO strategy starting today:
- Expand Beyond Google – Continue optimising for Google Search, but also invest in AI search engines, Amazon SEO, and social media search visibility.
- Create Multi-Format Content – Don’t just write articles. Use Google Image Search, voice search, and short-form video to increase discoverability.
- Use Brand Mentions as the New Backlinks – The more your brand is discussed across different platforms, the higher you rank in multiple search engines.
- Track Your Visibility – Use Google Search Console, Advanced Search tactics, and engagement analytics to monitor your rankings across search platforms.
What’s Next for You?
Now that you know where search is headed, how are you going to adapt? The days of single-platform SEO are over. If you take action now, you’ll not only stay ahead—you’ll dominate across multiple search engines.
Need help with your SEO? Book your FREE 1:1 consultation today and get started.
How Do I Access Google Search?
Accessing Google Search is as simple as opening your web browser and typing “Google.com” into the address bar. Whether you’re on a desktop, tablet, or smartphone, Google is available as a default search engine on most browsers like Google Chrome, Safari, Firefox, and Microsoft Edge. You can also use Google Search via voice commands on smart devices like Google Assistant, simply by saying, “Hey Google, search for [your query].” If you want an even faster way to access it, you can set Google Search as your homepage in your browser settings for instant access every time you open a new tab.
However, Google Search is no longer the only way people find information online. With platforms like ChatGPT, Amazon, Instagram, and TikTok gaining traction as alternative search engines, businesses need to rethink their SEO strategy. As a digital marketing consultant, I help brands go beyond Google, leveraging Search Everywhere Optimisation (SEO 2.0) to rank across multiple search platforms. While Google remains a crucial player, relying solely on it is a mistake—today’s audience is searching everywhere, and you need to be visible where they are.
How Do I Get Google Search on My Screen?
If Google Search isn’t appearing on your screen, the easiest way to add it is by setting it as your default search engine. On Google Chrome, go to Settings > Search Engine > Manage Search Engines and select Google. For mobile devices, you can download the Google app from the App Store or Google Play Store to have instant search access. If you’re using an Android device, Google Search is often built into your home screen via the Google widget, which you can activate by long-pressing your home screen and selecting “Widgets.”
That said, while ensuring Google is accessible on your screen is useful, modern search behaviour is changing. People are using Instagram, TikTok, Amazon, and ChatGPT for searches just as often as Google. If you’re a business owner or brand, this shift means that SEO isn’t just about Google anymore. At Crom Salvatera Digital, I help businesses optimise for multi-platform search visibility, ensuring their brand appears on Google Search, social media, AI-driven searches, and voice assistants. Visibility is no longer about just one search engine—it’s about being everywhere your audience is looking.
How to Do a Google Image Search?
Performing a Google Image Search is straightforward. Simply go to Google Images, enter your query in the search bar, and hit enter. If you want to find similar images to an existing one, you can use Google Reverse Image Search by clicking on the camera icon in the search bar, uploading an image, or pasting an image URL. On mobile devices, you can use Google Lens within the Google app to scan and identify images instantly. This feature is useful for finding product information, verifying sources, or discovering visually similar content.
While Google Image Search is powerful, businesses often overlook its SEO potential. Image search is a major way users discover brands, especially in industries like fashion, real estate, travel, and eCommerce. That’s why I help businesses optimise their visual content by using high-quality images, keyword-rich alt text, and structured metadata. If you’re serious about growing your brand, ensuring your images rank in Google Image Search is just as important as traditional SEO. But don’t stop there—your visuals should also be optimised for Instagram, Pinterest, and TikTok, where billions of image-based searches happen daily.
How Do I Make Myself Searchable on Google?
To make yourself or your business searchable on Google Search, you need to focus on SEO best practices. Start by creating a Google Business Profile (formerly Google My Business) to ensure you appear in local searches. Next, optimise your website by using SEO-friendly keywords, structured data, and high-quality content that aligns with Google Search’s ranking factors. Additionally, ensure that your site is indexed on Google by submitting it through Google Search Console.
But being searchable on Google isn’t enough anymore—you need to be searchable everywhere. The reality is, when people look for a brand, they also check Instagram, TikTok, Amazon, YouTube, and even ChatGPT search history. This is why I developed Search Everywhere Optimisation (SEO 2.0), a strategy that ensures businesses don’t just rank on Google, but across multiple platforms where potential customers are actually searching. Whether it’s appearing in Google Search, Google Image Search, voice searches, or AI-driven searches, the key to digital success today is multi-platform visibility. If you want to dominate search results, it’s time to go beyond Google.
About The Author
Crom Salvatera is a digital marketing consultant and mentor with over 21 years of experience in SEO, branding, and multi-platform digital strategy. His expertise extends beyond Google Search, helping businesses gain visibility across Instagram, Amazon, ChatGPT, and emerging search platforms. Through his Search Everywhere Optimisation (SEO 2.0) approach, he ensures brands are not just found on Google but across multiple platforms where their audience is actively searching.
If you’re ready to future-proof your SEO strategy, connect with Crom Salvatera on LinkedIn to get more digital insights.
