The Rundown: Why changing search habits matter for advertisers – Digiday
Changing habits among search engine users have begun to take a toll on the biggest players in the search space — namely Google.
The tech giant still enjoys an enormous chunk of the search market — 89%, October through December in 2024, according to an estimate from Statcounter — but that’s the lowest its share has been in a decade.
Because the tech giant has been synonymous with search, it’s the player with the most to lose, but advertisers need to find new productive ways to reach consumers too.
Why does this matter for brands?
Depending on your client category, search is an important avenue between a brand and its customer base. It’s also a lower-funnel channel — one that allows brands to reel in consumers when they’re relatively close to a purchase.
Paid search is typically part of an advertiser’s battery of “always-on” spending, while the task of ensuring a brand’s digital presence was up to scratch and as appealing as possible (to both search engine algorithms and users) has…
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source: https://news.oneseocompany.com/2025/02/23/the-rundown-why-changing-search-habits-matter-for-advertisers-digiday_2025022360212.html
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