Three ways we search and what you need to do to be found
Search has changed. And for small business owners, charities and marketers trying to stay ahead of the curve, it can feel like you’re constantly playing catch up.
Are people still Googling things? Yes. Are they searching TikTok instead? Also yes. Are they asking ChatGPT to find the best gift for under £20 or a safe way to stop their smoke alarm from beeping? (True story: mine wouldn't stop until ChatGPT suggested hoovering it. Magic.) Absolutely.
So, what does this mean for your business?
Let’s break down the three types of search you need to understand - and why showing up across all three could give your marketing a serious edge.
1. Traditional Search Engines: Why Google still matters for local SEO and clicks
Despite the headlines, search engines are not dead. This traditional form of search is still top when it comes to broad queries and in-depth browsing. It’s also crucial for:
Local search: Think "coffee shop near me" or "plumber in Stafford".
Transactional intent: People looking to buy something still turn to Google.
Featured snippets and SEO: These continue to drive visibility and click-throughs.
That said, usage is slightly down compared to even a few months ago, particularly among younger audiences who tend to search on social media.
2. Social Search: How TikTok, Instagram and YouTube are changing discovery
Search is social now. And it makes sense - we trust people more than ads.
Social platforms are fast becoming mini search engines in their own right. In fact:
A whopping 40% of Gen Z now use TikTok and Instagram as their first port of call for search (according to Google's own data).
Pinterest is driving product discovery.
YouTube is dominating how-to and review searches.
People search differently here – they’re after social proof, recommendations, inspiration and personality.
What does that mean for your brand? You need:
Real, engaging, human content.
Consistency across platforms.
Content that uses the right keywords in captions and hashtags.
And it’s not slowing down. Social media results will soon start to spear in Google search results. This crossover is only going to get stronger.
3. LLM Search: How ChatGPT and AI tools are redefining how we find information
Large Language Models (LLMs) like ChatGPT have changed how we find answers. Instead of just giving us links, they explain, simplify and solve. And increasingly, they help us discover too.
LLMs now:
Provide recommendations (e.g. best local cafes, AI tools, marketing tips).
Summarise complex information (no need to click 10 links).
Suggest actions or tools.
In a comparison study from SEMrush, LLMs like ChatGPT scored higher than traditional search for content quality, objectivity and clarity.
So how do you make sure your business shows up in AI-powered answers?
Test it: Open ChatGPT and ask something your audience might — do you appear?
Optimise for AI: Consistent, clear, well-branded content across your website and socials matters more than ever.
Stay visible: LLMs are pulling data from all over – blogs, FAQs, reviews, social posts. Make sure you’re represented.
It’s not just about ranking now, it’s about representation.
How to show up across all three search types
Each of these searches serves a purpose. Your audience is likely using all of them at different stages of their journey:
Looking for inspiration on Instagram.
Checking reviews on Google.
Asking ChatGPT to compare or shortlist.
So ask yourself:
Are you showing up in social search?
Can people find you via keywords on Google?
Do you appear in LLM responses?
Consistency and clarity are key. When your content, brand voice and messaging align across all platforms, you don’t just show up more often — you show up better.
I'm Penny, a digital marketing strategist. I help small businesses and charities get seen online through content that connects. If you need help making sense of search or improving your visibility, let's chat.
