Every week, there’s another headline about the future of search. Google is losing ground. ChatGPT is growing. Reddit is becoming the place people trust. TikTok is replacing Google for younger audiences. YouTube has become a search engine in its own right. From the outside, search looks increasingly fragmented. People are discovering brands in more places than ever before. We’re looking at the consequences through the wrong lens. Our latest SearchPulse research at Reflect Digital suggests the real shift is about confidence. ( Disclosure: I’m Reflect Digital’s founder and CEO.) The psychological reasons people search haven’t fundamentally…
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