Complacency kills.
Google search is on a path to become gloried yellow pages.
The way people look for information is evolving.
Most Google searches are people answering a question with no buyer intent. That traffic is being siphoned off to ChatGPT and the like.
A new habit is forming.
Next year, Google’s predicted to be below 50% for ad search share for the first time in a decade. TikTok, Amazon, Perplexity and other AI tools are chipping away.
This means that traffic is dwindling for anyone overly reliant on Google’s SEO traffic and ads, and you should explore other channels.
Will Google die? Nah.
Will you be left holding the bag if your competitors embrace the other channels? For sure.
If you were late to the game with SEO and Google ads to begin with, don’t make the same mistake.