Spoiler alert: Google’s still king, but Gen Z is finding your business somewhere else.
In 2024, one thing is clear—how people search for local businesses is changing. While Google Search and Google Maps still dominate, consumers, especially younger ones, are increasingly looking beyond traditional platforms to discover and evaluate brands.
And if you think AI is just a futuristic buzzword for search, think again. According to recent research from BrightLocal, 40% of consumers now actively use AI tools like ChatGPT or Google’s AI Overviews during their search journey.
Google Still Rules, But It’s Not Alone Anymore
Let’s not bury the headline: Google Search and Maps are still the top dogs when it comes to finding local businesses.
But the shift is real.
For example:
- 1 in 4 Gen Z consumers use social media as their primary method for local search.
- Platforms like Instagram, TikTok, and even YouTube are growing hubs for local discovery.
- Consumers don’t just search—they scroll, watch, and listen before they buy.
If you’re only optimizing for Google, you’re missing out on how millions are finding businesses today.
The Rise of AI-Enhanced Discovery
You’ve probably seen a flood of headlines claiming “AI is taking over.” While that might be a bit of a stretch, AI is definitely influencing consumer behavior.
How?
- ChatGPT is being used to compare services and generate lists of recommendations.
- Google AI Overviews now summarize answers with business suggestions pulled from the web.
- Voice search and smart assistants are increasingly pulling data from structured sources like local listings and schema-marked websites.
In short: AI isn’t replacing search—it’s becoming another layer of the consumer journey.
Gen Z Isn’t Just Googling—They’re Watching
If you’re marketing to Gen Z or younger millennials, understand this: they’re searching through video.
Whether it’s:
- TikTok videos explaining “best cafés near me,”
- Instagram Stories showcasing customer reviews, or
- YouTube shorts comparing product reviews…
This generation is less likely to type a query into Google and more likely to trust what they see on a social feed—especially if it’s user-generated.
What Your Business Should Do About It
Here’s how to prepare for the multi-channel, AI-assisted discovery world:
1. Optimize Beyond Google
- Claim and update your profiles on Instagram, TikTok, Facebook, and Yelp
- Maintain consistent branding and contact info across all platforms
2. Make Your Content AI-Friendly
- Use structured data (schema markup) on your website
- Publish FAQ-style content and long-form answers AI tools can reference
3. Invest in Social Searchability
- Treat social platforms like search engines: use keywords in captions, bios, and hashtags
- Encourage user-generated content and reviews where possible
4. Track How You’re Found
- Use GA4, heatmaps, and first-party data tools like Aqaba Digital’s Captis Pixel to see exactly how users engage with your site
- Ask new leads how they discovered you—don’t assume it was just Google
Final Thoughts: Adapt Early, Win Longer
Search isn’t dying—it’s diversifying.
The businesses that will win in this next wave aren’t the loudest. They’re the ones who:
- Show up where their customers are,
- Align their messaging across every platform, and
- Respect both human search behavior and AI logic.
If you’re not adapting your digital strategy for how consumers are searching now, you’ll be invisible when they need you most.
Want help mapping your business to today’s consumer search behavior?
Get in touch with Aqaba Digital for a discovery call and let’s modernize your local marketing together.
