If you’ve worked in marketing for more than five minutes, you’ve heard the phrase “SEO is dead.” Spoiler: it’s not. But how people search is changing fast — and the latest study from HigherVisibility shows just how much the ground has shifted in 2025.
Google’s Grip Is Loosening
Google still wears the crown, but it’s not sitting as securely as it used to. Back in February, 73% of people said they turned to Google first for general information. Six months later? That number slipped to 66.9%. That’s a big drop for such a short window.
Where did those searches go? Straight into the hands of AI. Daily AI usage jumped from 14% to 29.2% in the same period. ChatGPT alone went from 4.1% to 12.5% market share. That’s not fringe behavior anymore — that’s mainstream adoption.
The Rise of Multi-Platform Search
It’s not just “Google vs. AI.” People are bouncing between platforms more than ever. Platform-switching jumped from 27.7% to 34.8%, which means a third of users don’t stick with just one tool. They’ll Google something, then hop to TikTok, then check ChatGPT, then maybe ask Yelp.
Shopping behavior highlights the shift: Amazon is still the go-to for buying, but Google’s strong for research, social media is creeping into the discovery phase, and AI tools are carving out space in recommendations.
Local search is evolving too. Google Maps still dominates, but its share slipped from 75% to 67.8%. Yelp and social each hover around 10%, while AI tools doubled their footprint — now making up 10% of local business lookups. That’s a big deal for small businesses that have long been told “Google Business Profile or bust.”
Generational Differences
Not surprisingly, Gen Z is leading the way. They’re as likely to search TikTok or Instagram as they are to open Google. Millennials are blending AI and Google in their workflows, Gen X is cautiously experimenting, and even Boomers — the slowest adopters — report high satisfaction when they do try AI. The “never used AI” group shrank from 28.5% to just 16.3% in six months.
What Marketers Should Do Now
So what’s the play here? A few things stand out:
- Think multi-platform, not single-platform. You can’t just optimize for Google and call it a day. Your audience is looking everywhere.
- Test your AI presence. How do ChatGPT, Perplexity, or Gemini talk about your brand? If you’re not showing up, you’re invisible to a growing slice of searchers.
- Lean into social as search. TikTok and Instagram aren’t just entertainment channels — they’re where people are actively searching. Treat them that way.
- Keep local diversified. Google Maps still matters, but Yelp, social, and even AI are driving local discovery. Don’t neglect those profiles.
SEO isn’t dead. It’s evolving. The winners will be the brands that understand search is no longer one platform, but an ecosystem. If you want to be found in 2025, you’ve got to meet people where they’re searching…and that means everywhere.