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There's a quiet shift happening in how people find things online. It's not a Google update. It's not a new platform. It's something harder to track in Search Console and harder to fix with a technical audit. People have stopped fully trusting the places they search - and started trusting each other instead.
Search is changing again - but this time, it’s not Google leading the shift. OpenAI has introduced location sharing in ChatGPT, allowing users to share their device location to receive more accurate, localised responses. On the surface, it sounds like a small update. In reality, it’s a pretty big signal of where search is heading next.
Earlier this month, Airbnb shared something that made a lot of marketers pause - during its latest earnings call, the company revealed that traffic coming from AI chatbots is converting at a higher rate than traffic coming from Google search. Not more traffic. Better converting traffic.
At the beginning of February, Google rolled out a core update. But this one wasn’t about the usual search rankings. It focused on Google Discover - and if you’re not entirely sure what that is, you’re not alone.
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