You pick up your phone to reply to a message. A few taps later, you’re watching a TikTok about a restaurant in Sicily, a boutique hotel in Copenhagen, or a local business you hadn’t heard of before. Maybe you Google it right away. Maybe you don’t. But days or weeks later, someone mentions it, and you search for it. Just like that, discovery becomes search. That’s happening more often than many businesses realize. People increasingly discover brands before they actively look for them, making Google less of a starting point and more of a place to validate decisions. That shift has important implications for SEO, local visibility, and content…
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