Remember when “just Google it” was the default response to any question? For Gen-Z that phrase is starting to feel as dated as looking something up in the Yellow Pages. The digital discovery landscape is splintering, with a significant generational shift.
Recent data from a session hosted by our portfolio company, Croud, at the ECI Unlocked Digital Growth Summit reveals that search is fragmenting. This is both in relation to channel, with 51% of Gen Z now choosing TikTok over Google as their search engine, but also with LLM aided search it means that two thirds of searches now result in no click whatsoever. This fragmentation is creating both challenges and opportunities for businesses that understand how to navigate this new landscape.
1. How is search fragmenting?
Traditional search engines still dominate by volume, so this isn’t a case of ignoring Google as a channel, but it’s important to be aware that discovery is changing:
- Within search itself: The rise of zero-click searches means users increasingly get their answers without leaving Google. 52% of users now use full-length queries when searching, fundamentally changing how people are looking for you online.
- In new environments: From social platforms like TikTok and Instagram to AI-powered tools like ChatGPT and Perplexity, discovery has become a multi-channel journey.
- Through new behaviours: Users, particularly Gen Z, are searching with different expectations. They want discovery over quick answers, visual-first experiences, and social proof rather than single “correct” results from traditional search engine. This can make it harder for businesses to predict or track exactly how and where their customers will find them online.
2. Why it matters for your business
For B2B software companies, click-through rates for key industry keywords have declined by around 30% since AI-generated summaries began appearing at the top of search results. Meaning that when potential customers can get their questions answered without clicking through to your website, traditional conversion funnels break down.
Yet this creates opportunities for forward-thinking companies. New discovery patterns mean new ways to get in front of your potential customers. Compliance software providers are finding prospects engaging on specialised forums, HR tech companies are seeing research happening through LinkedIn communities, and cybersecurity firms are watching buyers consulting AI tools for vendor comparisons. Most companies are researching how they are appearing on LLMs and creating action plans to ensure that is representative of their GTM strategy.
3. Search strategies for growth companies
The winners won’t be those who optimise for one platform. They’ll be companies that build intelligent, consistent, and relevant presence across multiple discovery channels. This requires three fundamental shifts:
- Get close to your audience: Understanding where your specific customers search has become more critical than general search optimisation. More than half of Gen Z use social media for brand information, compared to 45% who use search engines. Consumer behaviour tracking and social listening now provide more actionable insights than traditional keyword research.
- Track brand perceptions: With 47% of UK consumers using AI for personal research purchases, monitoring how AI systems represent your brand has become essential. Tools like Croud’s BrandAI help by analysing how major language models describe your brand compared to competitors, performing thousands of reviews to identify your positioning in AI-driven responses and highlight key drivers of purchase intent in your category.
- Boost your brand visibility: Search engine optimisation remains important, but it’s no longer sufficient. Digital PR, social media presence, and platform-specific content strategies now work together to create comprehensive discoverability.
4. Don’t ignore Google
While Google’s monopoly of the search market is challenged by this fragmentation, abandon it at your peril. Google still accounts for 9% of all web visits, and is still the dominant mode of search. Google won’t let itself be left behind either, the platform continues to evolve, integrating AI capabilities and adapting to changing user behaviours.
Source: Google Trends (Business Services category)
Graph shows how Google search volume for business services keywords has remained stable from 2022-2025, indicating consistent demand despite search fragmentation across platforms. Since this data was collected, Google has introduced AI Mode to the search experience, which is only likely to reduce click-through rates further.
Rather than replacement, we’re witnessing expansion. The shift toward multi-platform search brings platforms like TikTok, Reddit, and Instagram that complement or even enhance traditional search engines.
“The search volume for business services has remained remarkably stable since 2022, which tells us that demand for information hasn’t decreased,” says Duncan Nichols, Director of Strategy & Planning at Croud. “Instead, it’s been distributed across more touchpoints, creating additional opportunities for businesses willing to adapt their approach.”
For more information on how we are supporting companies navigate the changing search landscape, please contact us via the form below.
