James Bentham, head of SEO at Havas Media Network, notes that Google's longstanding search monopoly is diminishing as users increasingly seek varied and conversational search experiences. Factors like the cost-of-living crisis have made search behavior more thoughtful. Traditional Google results often fall short in guiding users through the 'messy middle' of decision-making, leading them to alternative platforms like Reddit and TikTok, which provide richer content. AI tools like ChatGPT pose significant competition to Google, particularly with their advanced conversational capabilities, while skepticism persists about Google's Gemini features still in development.
We've all felt the effects of the cost-of-living crisis in the UK, and it's even part of the reason search behavior has become more considered.
Consumers are looking to other platforms that offer more varied content, pulling users away from Google.
ChatGPT's conversational experience allows users to have complex interactions that often span multiple phases of their journey in one session.
Although Gemini has been part of Google search results since August 2024, there is skepticism about the reliability of Gemini's answers.
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