Posted by Stephen Moore, chief executive of Legal Futures Associate MLT Digital
Moore: You need to prepare for changes that are coming
For two decades, Google has been synonymous with online search. ‘Google’ became a verb, demonstrating the company’s dominance in this aspect of digital life. It is, however, a product of the 1990s and early 2000s – developed for desktop and unable, at that time, to anticipate the prevalence and impact of the smartphone.
Today, the winds of change are blowing, and Google’s once-unassailable position is being challenged on multiple fronts. The rise of alternative search platforms like TikTok, the emergence of AI-driven tools like ChatGPT, and the development of federated search by Apple are signalling the end of Google’s unchallenged reign.
If you rely on Google for new business opportunities, then there are challenges and opportunities ahead.
TikTok
Don’t stop reading here, please.
TikTok, despite your potentially negative associations with viral dances and nonsense, has steadily emerged as a formidable search tool, especially among younger audiences. And guess what? Those younger audiences become older audiences.
According to a 2023 survey, nearly 40% of Gen Z users prefer searching on TikTok rather than Google for topics like lifestyle, fashion and even news.
The platform’s algorithmic prowess, which surfaces content tailored to individual users’ preferences, together with the engaging and visual nature of the experience, should be contrasted with Google’s word-heavy search engine results pages.
Here are some examples of mainly US-based lawyers using TikTok to transform their marketing, using the platform’s unique features to reach and engage potential clients.
Law by Mike: Mike Mandell, known as ‘Law by Mike’, is perhaps the most famous lawyer on TikTok, with over six million followers. He uses a mix of humour, high-quality production, and informative content to explain legal concepts, discuss high-profile cases and debunk legal myths.
Ethan Ostroff: Ethan Ostroff specialises in injury law and has gained a large following by providing concise, practical legal advice. His content is often short and to the point, addressing common legal questions in just a few seconds.
Mike Rafi: Mike Rafi, an injury attorney, is known for his storytelling approach. He uses TikTok to share stories from his cases, to make his legal expertise relatable. His content often balances education with entertainment, which has helped him build his following.
Anthony Barbuto: Anthony Barbuto, who practises family law, was one of the early adopters of TikTok in the legal field. His content is a mix of humour and legal advice, often presented in a light-hearted manner.
Paige Sparks: Paige Sparks focuses on employment law and uses TikTok to provide straightforward advice and insights into legal matters related to the workplace. Her no-nonsense approach resonates with viewers, helping her build a dedicated following.
ChatGPT and the rise of AI-driven search
The development of AI-driven conversational agents like OpenAI’s ChatGPT represents another significant challenge to Google’s search dominance.
ChatGPT and similar tools offer a more interactive and human-like approach to finding information. Users can ask complex questions and receive detailed, contextually relevant responses in real time, often without the need to sift through multiple search results.
Unlike traditional search engines, which rely on indexing and ranking web pages, AI models like ChatGPT generate responses based on vast amounts of data and learned patterns. This shift from a page-ranking system to a more dynamic, conversational model could change the very nature of how we interact with information online.
Google has recognised this threat and has begun integrating more AI-driven features into its own search engine, but the competition is fierce. As AI technology continues to evolve, the simplicity and depth of conversational search could become the preferred method for users.
Apple and the development of federated search
Perhaps the most strategic threat to Google’s dominance comes from Apple. The tech giant has been quietly working on its own search technologies, with the potential to offer a federated search experience that could fundamentally change how users access information.
Federated search aggregates data from multiple sources such as apps, emails, web and messages to provide a more contemporary and personalised search experience. In some cases, the apps don’t even need to be installed on your phone!
If you own an Apple device, unlock it and view your home screen. At the bottom, just above the dock, you will note a search field. In my opinion, this is the biggest threat to Google by far. If you are in control of the device, as Apple is, then you are in control of the entire experience.
I can relate to this from personal experience. I ran an ecommerce business for a while. It was doing tremendously well by mainly using Facebook advertising as a source of new business customers.
In May 2021, Apple’s latest IOS 14 release increased the privacy settings on Apple devices, which rendered Facebook’s advertising algorithms 20% as effective as they were the day before. This one change killed my ecommerce business and many others. As a result, I will never underestimate the impact of changes made at device level.
IOS 18, scheduled for release this autumn, has been built around Apple Intelligence, which is described as combining ‘generative AI with personal context’.
What does this mean for me?
If you are heavily reliant on Google and paid advertising as sources of new business, then you must prepare for the changes that are coming. In 2021, I underestimated how quickly things could change and paid the price for that.
Google (Alphabet) is a behemoth of a company, and the revenue it receives from its Google Ads and YouTube advertising still accounts for around 80% of its total income. Any threat to Google’s dominance will not be taken lightly, so it’s likely that the company will remain a major player in the online advertising space for the foreseeable future.
However, in the fast-evolving digital landscape, it’s crucial to stay ahead of the curve. New, potentially more cost-effective routes to market are emerging, and savvy businesses should explore these opportunities before competitors do.
Now may be the time to start thinking about testing alternative platforms that might resonate better with your target audience.
The good news is there is still some certainty in the uncertainty—the marketing process itself remains constant, even as the channels evolve. Effective marketing is still about crafting the right message and identifying the most effective channels to deliver that message to your target audience.
Whether your best results come from Google, TikTok, Apple or even ‘traditional’ channels like TV or cinema, the core principles of marketing always apply. The key is to stay agile, keep an open mind, and consistently listen to the market (and read insights from experts like us…) to ensure your strategy stays on point.
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