RIP SEO: Search is Becoming Social Media
Insights from Neil Patel and Eric Siu
The world of search engine optimization (SEO) is undergoing a dramatic transformation. For years, SEO has been synonymous with optimizing content for Google's algorithms. However, as user behavior evolves and new technologies emerge, we're seeing a fundamental shift in how people search for information online. The future of SEO isn't just about Google anymore -
it's about optimizing for search everywhere.
The Rise of Social Search
While Google remains a dominant force, people are increasingly turning to other platforms to find answers and discover information. A recent survey revealed some eye-opening statistics about where people go to find answers online from 2020 to 2024:
61% use search engines like Google
77% use social media platforms
30% use AI chatbots like ChatGPT
This marks a significant change from just a few years ago. In 2020, 98% of people said they primarily used search engines to find answers online. The landscape has clearly shifted, with social media and AI tools taking a much larger share of search activity.
This trend is especially pronounced among younger users. Many are now turning first to platforms like TikTok or Instagram when looking for information, rather than Google. As Eric Siu noted,
"Search behavior is changing quite a bit... I look at behaviors from 20 year olds and what do they search first? They actually search first on TikTok."
For marketers and content creators, this means we need to expand our definition of SEO.
It's no longer just about ranking on Google, but about optimizing content to be discoverable across a wide range of platforms and mediums.
This could include social media posts, short-form video content, podcast episodes, and more.
The Growing Importance of Community
As AI-generated content floods the internet, search engines are placing increasing value on user-generated content from trusted communities.
Eric believes that -
Community is the new SEO.
and there's a reason for that.
The reason for this is because “there's a proliferation of AI content that's been hitting the web, Google's like oh crap what do we do about that now…”
We're seeing a rise in the prominence of platforms like Reddit and Quora in search results, as well as growth in company-specific community platforms.
Many brands are finding success by building their own community hubs. Companies like HubSpot, Zapier, and Shopify have seen significant growth in traffic to their community platforms. These spaces not only drive SEO benefits through user-generated content, but also foster brand loyalty and customer retention.
Coincidentally, OpenAI’s Sam Altman mentioned recently that -
Not just online communities but in-person communities are going to be worth way more in the next 5 to 10 years.
By cultivating engaged communities, brands can generate authentic, valuable content that performs well in search results while also building deeper connections with their audience.
This is also why I’m putting together all these insightful learnings to share with my OSCR community here. I’m looking forward to meeting more people and making more friends here! Please spread the words! 🤓
AI in Marketing: Opportunities and Limitations
Artificial intelligence is playing an increasingly important role in marketing and SEO. However, it's crucial to move beyond the AI buzzwords and focus on practical applications that drive real business results.
One promising area is the use of AI agents to automate and optimize marketing workflows. For example, some companies are developing AI agents that can:
Identify content consolidation opportunities
Find internal linking opportunities within a website
Assist with account-based marketing on platforms like LinkedIn
However, it's important to note that human oversight is still crucial.
As Eric emphasized,
"We believe that in the next two to three years you need a human in the loop."
AI can help scale and streamline processes, but human judgment and creativity remain essential.
Emerging Channels: Voice Search and Podcasts
As we look to the future of search and marketing, two channels are showing particular promise: voice search and podcasting.
Voice search, powered by AI assistants like Alexa and Siri, is becoming increasingly prevalent. As these technologies improve, they're likely to become a primary way people search for information and make purchases.
Neil Patel predicted that -
"within 10 years the main way that everyone's going to be searching around this world is going to be voice."
Podcasting is another channel that's gaining traction, particularly for reaching niche audiences and building deeper connections with listeners. Why?
There are 4 million active podcasts.
But there are over a billion blogs.
With these stats, podcasting represents a less saturated medium with significant potential for marketers.
The Future of Search and Marketing
Search everywhere optimization
YouTube
Eric says:
I Believe YouTube is probably the biggest opportunity for the next decade or so and YouTube's the number number two search engine.
As we move forward, the lines between search, social media, and other forms of online interaction will continue to blur. Marketers need to adapt to this new reality by:
Optimizing content for multiple platforms, not just Google
Building and nurturing online communities
Leveraging AI tools while maintaining human oversight
Exploring emerging channels like voice search and podcasting
Focusing on creating authentic, valuable content that resonates with real users
The death of traditional SEO doesn't mean the end of search optimization.
Rather, it marks the beginning of a new era where "search everywhere optimization" becomes the norm. By embracing these changes and staying adaptable, marketers can continue to connect with their audiences effectively in this evolving digital landscape.
Again, at the end of today’s post, I’d like to shout out for Oscr:
Oscr is at your service!
We know that “authenticity” is king. And hence,
We specialize in the research phase of your content creation tasks.
We believe helping you digest, organize, and curate your source materials effortlessly and present you a good baseline will 10x and maybe 100x your throughput.
By streamlining this part of your workflow, you gain more time to focus on crafting compelling hooks, telling unique stories, and growing your business.
Thank for tuning in here at Oscr blog.
Linkedin with me here!
P.S. Today’s post is generated with the help of Oscr. Thank you!🤓
Source conversation between Neil and Eric is here.