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Eric Siu breaks down how search is fragmenting across platforms. Google still dominates, but TikTok, YouTube, Amazon, and app stores now handle massive portions of discovery and shopping searches that used to belong to Google alone.
Eric Siu breaks down how search is fragmenting across platforms. Google still dominates, but TikTok, YouTube, Amazon, and app stores now handle massive portions of discovery and shopping searches that used to belong to Google alone.
Google is still very powerful, but it's not as powerful as it used to be. It's not just about Google, it's about TikTok. As a matter of fact, I saw a friend the other day, the way she was using TikTok, she was using the search for things. And then based on what they find through TikTok, then they might go over to long form. They might switch over to YouTube, for example, the world's second largest search engine. And Amazon, Amazon's the shopping engine that's out there. And you think about app store optimization, you think about Apple for the app stores. There are so many different places to attack search. It isn't just all about Google.
