Fear Robs Us of Opportunity 

What is something that many people fear? According to the Cleveland Clinic, 25 million Americans are scared to ride in an airplane. Picture all the places you’ve adventured that were only possible because of air travel, whether it was visiting family, celebrating a honeymoon, or seeing a new country for the first time. Imagine a world where you missed out on amazing experiences instead of facing the unknowns that come with flying - because it is, in theory, a hunk of metal floating in the air.  Imagine if you had let fear win. 

Facing the Unknown in Digital Marketing

For those of us investing in paid search - like the 96% of brands who did in 2024 - we know the rapidly evolving digital landscape is part of the dance. We know change is inevitable, but it doesn’t make it less scary. Facing a vague yet inevitable change makes our brains more anxious than when we see what's coming straight at us.

According to Dr. Maya Shankar, cognitive neuroscientist and senior director of behavioral economics at Google, “Research shows that we’re more stressed when we’re told there’s a 50% chance of getting an electric shock, than when we’re told there’s a 100% chance.” 

What makes change less scary for us, then? Knowledge. Familiarity. Anchoring in the facts. We can find opportunities for growth and innovation through embracing uncertainty. In digital marketing, staying on top of how search behavior will determine whether or not brands stay ahead in paid search and search engine optimization (SEO). 

Merely maintaining the status quo is not enough. Marketers need to anticipate changes and refine their approaches. First, let’s get a handle on what has already changed. What are the facts about how search behavior has evolved? 

How Search Engine Trends are Changing 

The way people research online has not only evolved on search engines, but social media as well. The expectations users have for personalized and immediate answers are increasing dramatically. While traditional search engines remain dominant in most markets, social media platforms and generative AI are reshaping how people discover information.

What we know to be true at this moment in time: 

  1. Traditional search is still at the top. But brands must stay up-to-date on AI chatbots and maintain a presence across multiple channels.  Google in particular still ranks at the top in the US - for now. 
  2. More and more users are discovering brands using AI search. A significant number - 32% -  of consumers across 12 markets say they discover new brands or products using search engines (followed by TV and Social Media). 
  3. AI-driven search hasn’t entirely disrupted the landscape, but its significance is impossible to overlook. The speed of adaptation varies by market, as highlighted in the following data:
  1. GenAI Search is making queries longer and more conversational. Conversational search queries are natural language inputs made by users in a way that resembles human conversation. These queries often mimic the way people talk, rather than adhering to a rigid or keyword-based search format. 
  2. “Zero-Click Searches” are on the rise. While the concept of "zero-click searches" isn't entirely new, its prevalence has significantly increased in recent years with users increasingly preferring quick answers. Ultimately, this will have an impact on website traffic and we can expect to see reduced clicks, even when sites rank high in search results.

Choose Knowledge Over Fear: Learn How to Pivot

So what does search engine marketing success look like in this new era of online research? Simply put, it requires a mindset of learning and adaptation. 

It asks us to let the data tell us what users gravitate toward when researching. It challenges us to be open to changing our content creation and SEM strategies. And it means staying smart on “what the AI answers want” and responding accordingly. 

Specifically, this change calls marketers to:

  • Explore New Search Behaviors: Understanding how voice search, visual search, and AI-powered recommendations influence consumer choices.
  • Optimize Content for AI-Driven Search Engines: Create clear, authoritative, and easily digestible content that AI can easily interpret and rank, such as FAQs, how-to guides, and detailed product descriptions.
  • Leverage Social Media as a Search Tool: Platforms like Instagram, LinkedIn, and X are increasingly used for discovery.
  • Invest in SEO and GEO (Generative Engine Optimization): Search engine optimization is not dead—it’s evolving. Businesses must optimize for both traditional and AI-driven searches.
  • Include Social Media in SEO Strategy: Use relevant keywords, hashtags, and engaging content to enhance discoverability.

Walk With This Change

As one of my peers said recently, adapting to change is not just about survival—it’s about thriving. Businesses that embrace a proactive mindset will find themselves better prepared for the digital future. 

As digital marketers, #TeamGatesman sees this disruption as an opportunity to propel brands forward. We believe that the future belongs to the learn-it-alls. Those open to adaptation will lead in this ever-changing world. 

We’ll help you stay informed about trends like these and others. Follow along with the updates in our newsroom, and drop us a line if you have any questions!