The Death of Linear Search: How Gen Z Redefines Information Discovery

It’s Saturday night, and Gen Z members everywhere are making decisions on where to go and what to do using search. Except the search journey isn’t linear like generations before them.

What used to begin and end with a simple Google search is no longer the norm. Instead, a search for a restaurant can include multiple social media sites, discussion forums, recommendations from friends or family, and finally, checking discount platforms for deals. 

For Gen Z, this isn’t unusual; it’s the standard. In this article, I’ll explore how this generation is redefining search and what it means for the brands trying to be discovered along the way.

• Gen Z Is Wired Differently
• Optimizing for Gen Z
• Final Thoughts
• Quick Solutions
• FAQ: How do Gen Z’s multi-platform search habits change how brands should show up online?

Gen Z Is Wired Differently

When you need to know something, “Google it” is the accepted vernacular among many. But not the younger generations. 

“Search it up” is the new terminology — a linguistic nod to the changing face of search, which no longer happens just on Google.

Gen Z has grown up (and continues to do so) in an algorithm-driven, mobile-first and social-first world. 

Ninety-eight percent of Gen Z owns a smartphone, according to GWI, and The Harris Poll shows about half of adult Gen Z social media users (47%) use social media for two to four hours a day (22% spend seven or more hours each day).

So it’s only natural that this generation would use social media apps like TikTok, YouTube or Instagram as a traditional search engine, just like generations before used Google. 

In fact, Gen Z is 25% less likely to use Google for searches compared to Gen X, according to Forbes Advisor. 

Instead, 46% of Gen Z turns to social media for their informational needs, Forbes data says. 

Even Google has admitted to the shift. 

Google’s current Chief Technologist, Prabhakar Raghavan, said in 2022 that “almost 40% of young people, when they’re looking for a place for lunch, they don’t go to Google Maps or Search. They go to TikTok or Instagram.”

The allure of social media as a search engine for Gen Z is a personalized experience that Google just can’t quite deliver. 

It’s also the trust bestowed on the influencers that Gen Z follows, and the underlying mistrust of big brands that dominate the search results just because they can optimize for the algorithm.  

Despite this, Google is not dead to Gen Z. 

EMARKETER shows that, even though there’s a drop in search engine usage among Gen Z versus other generations, search engines are still the primary platform for discovery for this generation.

In fact, Google research shows that in 2024:

• Signed-in users aged 18 to 24 issue more queries each day than other age groups.
• Eighty percent of Gen Z uses Google for their shopping, including discovering, browsing, getting ideas, researching and/or purchasing. 
• Circle to Search, which allows users to search what they see on social media while they are watching YouTube videos or scrolling the feed, sees particularly high engagement among Gen Z (ages 18 to 24). 

Chris Loschiavo, a strategic agency manager at Google, shared his thoughts at a DAC summit where he said that Gen Z isn’t abandoning search engines, but redefining how they use them. 

And with the integration of AI Overviews, Loschiavo argues that Gen Z is increasingly satisfied with the search experience. 

According to the DAC writeup: 

Google’s seeing incredible feedback, particularly from younger generations, who find these new AI-powered features make their searches more helpful and satisfying. For Gen Z, this format aligns perfectly with how they engage with information. They want clarity, speed, and relevance. Rather than opening multiple tabs, they prefer an answer that brings everything together. Chris [Loschiavo] noted that users who interact with AI Overviews are more likely to continue searching, visit a wider variety of websites, and spend more time on those pages.

So, where does this leave the search engine optimization industry? It’s all about expanding the lens of what it means to “optimize for search,” and being where your audience is searching.

Related: How do I optimize search strategies for Gen Z’s preferences?

Optimizing for Gen Z

TikTok, YouTube, Instagram, ChatGPT, AI Overviews — all of these have their own search algorithms. And yes, you can optimize for them all.

In this new age, it is increasingly critical we integrate search and social media together. This may be easier said than done, especially in an enterprise environment where business silos make it difficult to collaborate. 

However, in a world where Gen Z’s spending is set to grow from $2.7 trillion in 2024 to $12.6 trillion globally by 2030 (EMARKETER), getting brands in front of this consumer set matters. 

Marrying SEO and social is going to be critical for brands that want to create that omnichannel experience that Gen Z craves. 

It involves things like:

• Aligning content and keyword strategies across platforms.
• Building relationships with influencers and the community.
• Creating interactive, visual experiences.
• Building trust through authenticity.

I discuss the mechanics of this further in my article on how social media and SEO work together. 

And when it comes to being present in the search engine results, omnipresence matters there, too. 

Today’s search results are fragmented. A traditional search engine results page consists of a multifaceted experience offering different avenues for discovery that change based on the intent of the query. 

It’s no longer enough to chase a spot in the classic “blue links.” As Google itself has acknowledged, younger users are engaging with search in broader ways, scanning across AI Overviews, video results and other interactive features. 

The implication is clear: Visibility can’t be confined to one section of the results page. Brands need to think holistically about where and how they appear.

This is why modern SEO must target every potential search result feature for the brand’s most valuable keywords and phrases, and do so aggressively. We call this the SERP Visibility Framework.

And, as Gen Z interacts with the search results in new ways, brands need to be where Gen Z is looking.

Related: 

• How do I ensure my brand’s visibility across evolving search result features? (quick solutions)

• The search visibility framework: Dominating every corner of the SERP in 2026 (Search Engine Land) 

Final Thoughts

For Gen Z, the journey from question to answer is less a straight road and more an intersection, where TikTok, Instagram, YouTube and yes, Google results, all converge.

Gen Z isn’t rejecting the search tools that came before them, but they are remixing them, layering them and expecting brands to keep up. 

That said, brands that cling to the old playbook of search may find themselves invisible to the generation now shaping consumer culture. 

While the new reality can be a challenge for brands, it’s also an opportunity. 

The question for brands isn’t whether Google or TikTok or AI will “own” the future of search; it’s whether the brand is willing to redefine what it means to be found.

Transform your search visibility into the omnipresence needed to reach Gen Z:

Contact Us to Book a Consultation with Our Search Experts!

Quick Solutions

• How do I optimize search strategies for Gen Z’s preferences?
• How do I ensure my brand’s visibility across evolving search result features? 

FAQ: How do Gen Z’s multi-platform search habits change how brands should show up online?

To market to Gen Z, you must first understand this digital native group. 

Gen Z is everywhere, from search engines to social media platforms, forums and beyond. This translates to a multichannel marketing approach that needs to meet Gen Z where they are. 

Of course, being there is just the first step. The next thing to consider is the type of content that is likely to work with Gen Z. That means short-form video formats, infographics and other visual content. 

Gen Z expects to get something in return for their time, so you’ll need to be creative in terms of both the narrative and visual execution. 

Consider narrative-led content that feels more human and authentic to help you build trust with your target audience. 

Great content is the start but know that every platform requires an optimization strategy to ensure it’s algorithmically attuned. 

And don’t forget about using data from analytics tools to ensure targeting is more precise and the content more relevant.

Finally, you need to have two-way communication in your digital strategy with Gen Z. Gen Z wants to be heard, so you need to have ways this age group can engage with your brand, give feedback and feel inclusive as part of your strategy. 

Give your Gen Z customers a voice, and you will have customers for life and differentiate yourself from the rest of the brands in the digital landscape.

Action Plan 

1. Research how and where Gen Z is spending time online in your niche. Make sure you have an omnichannel marketing strategy in place, and that your branding is consistent across all your online channels.
2. Create a content strategy that focuses on strong imagery and visual elements like video and infographics.
3. Make sure your content is optimized for the individual platforms, and for mobile friendly experiences.
4. Create a storytelling strategy that speaks to Gen Z’s values and way of life.
5. Encourage people to like, comment, share your posts, and host a social media event.
6. Keep up-to-date with trending challenges, news and hashtags on the social media channels Gen Z uses the most.
7. Use analytics to measure your performance and optimize your strategy, and social listening tools to find out what is being said about your brand.
8. To further connect, use personalization in your marketing based on interests, build brand trust by being honest with Gen Z and offer customer support through social media.
9. Keep asking for feedback to improve your strategy.
10. Perform a digital marketing strategy audit to recalibrate as needed.

Bruce Clay is founder and president of Bruce Clay Inc., a global digital marketing firm providing search engine optimization, pay-per-click, social media marketing, SEO-friendly web architecture, and SEO tools and education. Connect with him on LinkedIn or through the BruceClay.com website.

See Bruce's author page for links to connect on social media.