With the rise of social search and its integration into search engines, how can brands start leveraging these platforms to avoid being left behind?
Our very own, Alex Hoffman, addressed this critical question at BrightonSEO in April 2025, the world’s largest search marketing conference. Speaking to a packed audience of over 1000 attendees on the main stage in Auditorium 1, Alex shared valuable insights on optimising not only for traditional search engines but also for social platforms, recognising their growing presence within the SERP landscape.
His talk covered:
- Search isn’t just about engines anymore: Research indicates that 60% of Gen Z and millennials now prefer discovering information on social platforms, highlighting the crucial need for multi-channel discoverability.
- Social search is redefining push and pull marketing: Users are increasingly discovering content through algorithmic recommendations rather than explicit searches, creating new and significant opportunities for brands.
- The rise of zero-click searches: A surprising finding revealed that nearly 60% of Google searches now end without a click, underscoring the imperative for brands to be discoverable, not just searchable.
Ultimately, Alex’s talk underscored a fundamental change in how audiences, particularly younger demographics- who will become a significant portion of your audience in the coming years – discover information. The rise of social search means brands that fail to leverage these platforms risk becoming invisible. The statistic about zero-click searches further emphasises the need for proactive discoverability. It was a vital session for anyone looking to optimise their SEO strategy for the modern web. If you weren’t able to join, we highly recommend keeping an eye out for Alex’s future presentations and checking out his Brighton SEO talk below and slides on the link above.