Google is challenged and brands must adapt with the Search Everywhere Optimization. Will they be ready for these changes?
Each new year brings its procession of forecasts. So let’s lend ourselves to the game and try to lay the foundations for what will make the Search in 2025.
One thing is certain. From the top of its 83 billion monthly visits, Google remains and will remain essential. But, a major change begins. The Search Marketing will experience an unprecedented transformation in the coming months.
Without question, 2024 has already made it possible to observe irreversible trends. If consolidating your presence on Google remains an imperative for brands, it is now insufficient. In 2025, they will have to be present on all digital contact points, on all Search features in YouTube, Tiktok or LinkedIn in particular, but also IA Search with Searchgpt, Perplexity or Gemini. Digital contact points which now involve practicing the Search Everywhere Optimization. A new SEO in which the Search AI takes a central place … alongside Google.
2025, the year of confirmation and acceleration
Google’s express adoption in the 2000s seemed to us dizzying. That of the different generative AI tools takes us into a new era. In May 2024, while Chatgpt has only a few months of existence, 55 % of the French interviewed already heard and 27 % of these have already used it. Since then, adoption has spread like trail of powder and, for some, AI has come to integrate into their daily routine.
Beyond this dizzying success, the different tools on the market display great ambitions. Through upper funds like Perplexity and its $ 500 million last December. Or OPENAI, mother -in -law of Chatgpt, who launched Searchgpt at the end of the year. A 100 % free platform that reflects an ambition without limit and augurs an exponential increase in 2025. Nothing surprising, moreover, since Chatgpt can already boast 59.2 % of market share on the generative AI segment.
However, the games are not (yet) made. Thus, Bloomberg analysts do not hesitate to titrate: “The competitor of Google is a startup and it’s Perplexity”. A startup spent from a valuation of $ 1 billion at its launch in early 2024 to 9 billion at the end of the year, and which is based on two strengths: the sympathy capital that it inspires as a challenger and, above all, hyper functional tools and interfaces and “User Friendly”.
Not long ago, I had a problem with the battery of my car. At the same time, I question Google and Perplexity. On the one hand, a large choice of answers. On the other, a detailed, explained, sourced and personalized response. Some manipulations later, the problem is solved. Undoubtedly, Perplexity and the tools of IA Search are, in some cases, a better answer than Google.
And google in all of this?
In this context, we suspect, Google does not remain its arms crossed. In addition to Gemini who tries to respond to Chatgpt, Mountain View’s company seems to be determined to regain control. It is in any case the meaning of the declarations of Sundar Pichai which speaks of an announcement in the first quarter of 2025 with the deeper integration of the AI in the Search – rumors speak of gemini integrated in Chrome but also directly in the Search Google -, and a better capacity of synthesis, contextualization and personalization in its responses.
However, Google remains under the threat of a dismantling or at least of the displayed will of the American Department of Justice (DoJ), to see the company separating from Chrome. A major risk since Chrome and its 61 % global market share is today the main gateway to the web. In addition, from the antitrust trial, we know that Google uses user interwovers to optimize the results of its engine. An obvious competitive advantage.
The risk is therefore major in the current race between Google and the new Champions of the SEAarch. No longer being able to rely on Chrome would clearly degrade the relevance of responses and jeopardize particularly lucrative partnerships like that with Apple (more than $ 20 billion per year). This would fall as badly for Google. An opportunity that IA challenges would not fail to seize.
Because, at this stage, the games are still far from being made and 2025 should allow us to see more clearly. Especially since to date, the IA tools are still far from the panacea. They are not very good for example in “navigation”, especially in terms of direct access to brands. So far, it was still rare to be able to access brands sites via the proposed responses. Google remained (and remains) the entry point to the brands. This is all the more true when it comes to the local transactional aspect (the majority of Google AD profits, more than $ 237 billion in 2023).
From monopoly to Search Everywhere Optimization
Undeniably, 2025 will sound the end of the Google monopoly on the Search to give way to a renewed landscape, with multiple actors and canals. In this context, brands – all brands – will have to review their approach by taking the subject of the Search Everywhere optimization.
Of course, Google will continue to dominate, with its 8.5 billion daily requests. But, now, the brands will face a new issue. To know how to get into conversations on these different platforms.
As such, 2024 will have been the occasion for a number of very useful experiments. With the emergence shedding light on AI and LLMS (large model of language), we questioned in particular the best strategy to reveal the brands on these tools. This allowed us a simple observation: making press relations (RP) is essential to obtain the brand’s mentions on media – considered as referents by LLMS – a guarantee of authority and visibility for brands.
In some cases, a niche subject like that of a company like Sofiap – the loan subsidized by the company for its employees – can even allow you to preempt a subject. 1 Subject = 75 Pulses = 1 pre -empted subject on Searchgpt and Perplexity.
If many remains to be done and confirmed – especially in terms of measurement and management of new performance indicators – 2025 promises to be a particularly exciting year. A year of rupture and acceleration. A year when knowing how to advise the brands so that they are visible in these ecosystems will now be a must for agencies like ours. The year of AI Search. It’s up to us to play!
