Looking for a coffee shop in an area you are not familiar with? Or maybe you want to find out what the latest fashion trends are with a view to updating your wardrobe?

Previously you would have almost certainly turned to traditional search engines to find answers to those queries. Yet, habits are changing and now you are just as likely to look at Instagram, TikTok or use an AI Search as you are to type a query into a search engine bar.

Search has become a fragmented and sometimes unpredictable process. A recent survey conducted by Yext found that while 64% of customers begin their search journey on a search engine, they often move swiftly on to other sources. In fact, the results showed that as many as 94% of customers look for brand information outside Google, Bing, Facebook, and Apple.