Beyond Google: Rand Fishkin Highlights Expanding Search Landscape

In a recent LinkedIn post, Rand Fishkin discusses new research that challenges the conventional understanding of where search activity is occurring. Fishkin, a prominent figure in the SEO and digital marketing space, highlights findings from a collaborative project with Datos, a Semrush Company, which suggests that Google’s dominance in search is less pronounced than commonly believed when a broader definition of “search” is applied.

Redefining the Search Ecosystem

The core of Fishkin’s analysis revolves around a study that examined search behavior across 41 major websites using desktop panel data. The research indicates that Google’s share of this expanded search landscape sits at 73%, a figure significantly lower than the often-cited 90% or more. This suggests that a substantial portion of user search activity is happening on platforms not traditionally categorized as search engines.

As Rand Fishkin notes in his post:

Search happens everywhere. Not just Google, ChatGPT, and Bing. Our latest project with Datos, A Semrush Company analyzed search on 41 major websites via their desktop panel and found that if you broaden the definition of search, Google is 73%, not 90%+. And ChatGPT is 3.2%, well behind several players rarely mentioned in the conversation.

The Rise of Non-Traditional Search Platforms

Fishkin’s findings also shed light on the growing influence of AI-powered tools and other platforms. While ChatGPT is often discussed as a major contender, the research places its search share at a mere 3.2%. This is considerably less than other platforms that are frequently overlooked in discussions about the future of search. Fishkin implies that the narrative around search is too narrowly focused on a few dominant players.

According to Fishkin, the implications of this broadened view of search are significant for the industry:

And, if billions of searches are taking place on dozens of sites, not just “traditional” and “AI tools,” maybe SEO should be bigger than those two categories as well ¯_(ツ)_/¯

Implications for SEO and Digital Strategy

The research presented by Rand Fishkin suggests a need for a strategic shift in how businesses and marketers approach Search Engine Optimization (SEO). If search is indeed a more distributed activity across a wider array of platforms than previously assumed, then SEO strategies may need to evolve beyond optimizing solely for Google and a few select AI tools.

Fishkin argues that the sheer volume of searches occurring on numerous websites indicates that the overall scope and importance of SEO might be underestimated. This perspective encourages a more holistic approach to digital visibility, considering a much wider range of user touchpoints and information-seeking behaviors.

In Rand Fishkin’s view, this research is a call to action for the digital marketing community to re-evaluate their assumptions about the search landscape and to adapt their strategies accordingly. The findings underscore the dynamic nature of online information discovery and the increasing complexity of reaching target audiences effectively.