Google’s dominance in search engines and digital advertising has long been a cornerstone of B2b advertising strategies, with marketers designing SEO and content guidelines around Google’s ever-shifting algorithm.
However, recent trends suggest the search giant faces existential challenges and new competitors. The WSJ recently compared the tech behemoth to the Titanic — and we all know how that ended.
With younger users turning to TikTok, Amazon, or various AI tools for search queries, a dwindling number of people are turning to Google as the primary place to find information. In October 2024, the WSJ predicted that, in 2025, Google’s share of U.S. advertising would fall below 50% for the first time in a decade.
Understanding these shifts is critical for B2B marketing professionals, as they have profound implications for digital advertising, search SEO, and content strategies.
Factors at play
Google’s core business — search — is under siege from a combination of technological, demographic, and content-related forces.
Every marketing professional knows that user behaviors change, and we must constantly adjust our methods to reach our intended audience with the right message at the right time. Younger generations are increasingly bypassing traditional search engines like Google and turning to platforms like TikTok and Amazon for their information and shopping needs.
By providing direct answers, AI-driven tools like OpenAI’s ChatGPT and Perplexity reduce reliance on traditional search engines like Google, reshaping how people search for information.
Additionally, Google’s AI-powered summaries might be cannibalizing its own revenue stream by reducing the need to click on ads or links.
Simultaneously, while the flood of AI-generated content degrades the quality of search results across the web, Google’s AI-generated summaries threaten the traffic that fuels publishers and other content creators. This decline in traffic risks undermining the websites that Google’s algorithms rely on for quality search results.
What this means for B2B marketing professionals
For marketers, these challenges to Google’s dominance highlight the need to adapt to a rapidly evolving digital landscape. Here are a few approaches to discuss with your marketing team:
- Diversify your advertising spend. As Google’s share of U.S. search-advertising revenue decreases, marketers should explore alternative platforms to engage audiences directly. At Endeavor Business Media, we leverage AI and precision targeting to get optimal results with Personif.ai. This AI-powered marketing strategy targets key personas with personalized, solution-based recommendations on our websites.
- Prepare for an AI-driven search paradigm. AI tools are changing how users find information. Work with a partner who can create content that is optimized for traditional search engines and AI-based answer engines, ensuring your information is accurate, concise, and authoritative.
- Rethink SEO strategies. As AI-generated summaries reduce clicks on traditional search results, you’ll need to focus on creating content that provides deep, actionable insights to help counteract the decline in traffic driven by superficial summaries. Additionally, leveraging rich media, such as videos and infographics, can increase engagement across platforms.
- Invest in owned channels: The erosion of web traffic from search engines means businesses must prioritize their owned channels, such as websites, email newsletters, and proprietary apps. Building a loyal audience on these platforms can reduce dependence on external traffic sources. One of the best ways to do this is by posting high-quality content that informs and engages your audience.
Navigating the future of B2B advertising strategies
While Google remains a dominant force in B2B advertising strategies, its struggles underscore the need for agility in marketing strategies. For B2B professionals, this is an opportunity to explore new platforms, embrace AI innovations, and strengthen your digital presence beyond Google’s ecosystem.
Adapting to these changes will help your business stay competitive and position your company as a leader in the next wave of digital transformation.
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