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Where Customers Have Moved
The numbers are clear. YouTube has a 24% share of search, TikTok 16.7% and Instagram 20.9%. Together, these three platforms generate 60% of all product and service discoveries.
Yet of the $74.9 billion that brands spend globally on SEO annually, $67 billion still goes to Google. All other platforms combined get just 10% of the budget.
How People Shop in 2025
The average customer now uses 3.6 platforms before making a purchase. The decision journey takes up to 10 weeks and involves approximately 97 interactions.
A typical scenario looks like this: someone discovers a product on TikTok, checks reviews on Reddit, compares prices on Google, reads a detailed article on a specialist site, watches a YouTube video, and only then buys.
Where SEO demand is growing
Global search volume for different types of SEO shows where the market is heading:
- LLM SEO (ChatGPT, Gemini): +11,154% year-on-year
- TikTok SEO: +171% year-on-year
- YouTube SEO: +108% year-on-year
- Social SEO: +99% year-on-year
- Instagram SEO: +85% year-on-year
- Pinterest SEO: +50% year-on-year
- Reddit SEO: +43% year-on-year
The most dramatic growth is in optimisation for AI models, which has increased more than a hundredfold in a year. Brands are starting to understand that influencing how tools like ChatGPT or Perplexity see them is just as important as their Google ranking.
What this means for ecommerce
Based on the analysis, Rise at Seven created a new approach called “Engineering Demand and Discovery”. Instead of optimizing individual pages for Google, it focuses on visibility across all platforms where customers actually search.
Source: riseatseven.com
Their client results confirm this works. Parkdean Resorts achieved a 266% increase in visibility, Ninja secured the number 1 position for “air fryer”, and 59,500 extra clicks per month. Pooky increased demand for its products by 4,496% and year-on-year revenue by 23%.
The bottom line is simple: if your customers make decisions on TikTok, YouTube and Instagram, you need to be visible there. Investing only in Google means ignoring 60% of discovery opportunities.
