Search is no longer owned by Google. In this deep dive, we unpack how over 25% of searches now happen across platforms like TikTok, YouTube, Reddit, and Amazon, completely bypassing traditional search engines.

Backed by data from SparkToro and Dados and insights from Ashley Liddell’s “Search Everywhere” framework, this episode explores how user behavior has fundamentally shifted from a single search bar to a fragmented, intent-driven ecosystem.

We break down:

• Why social platforms are now powerful search engines
• The real gap between AI hype and actual usage
• How Google is adapting by integrating social content into SERPs
• Why AI answers depend on social conversations
• The compounding impact of multi-platform content

If your strategy still starts and ends with Google SEO, you’re already behind.