Small Business: Think Beyond Google
Why Small Businesses Need to Think Beyond Google
When was the last time you searched for something online? Maybe you were looking for a compact kitchen oven, exploring the world of technical SEO, or just seeking some honest advice on a new software tool.
Did you automatically go to Google? Maybe. But there’s a good chance you also checked Reddit for opinions, searched YouTube for a tutorial, or even asked ChatGPT for a quick answer.
This shift is more than just a trend, it’s a transformation. Search has evolved, and today, it’s not just about Google anymore. People are discovering content, advice, and products across a wide spectrum of platforms. If your business is only focusing on Google rankings, you’re missing the full picture, and, potentially, a big slice of your audience.
In this article, we’ll explore why businesses, especially small and growing ones, need to build their brand beyond Google, and how you can develop a multi-platform presence that resonates with the way people search today.
From Libraries to Algorithms: How Search Has Evolved
Before search engines, information was slower and more localised. People relied on libraries, newspapers, TV, and radio to stay informed. Personal recommendations and word-of-mouth were powerful tools.
Then Google came along and changed everything. Suddenly, people had access to answers in seconds. Search engines became the go-to tools for learning, buying, and decision-making. For a while, if your business didn’t show up on Google, it was essentially invisible.
But we’re at another turning point now.
Where People Search in 2025
Even though Google still dominates global search traffic, user behaviour is shifting fast. Today, people use a mix of platforms to find what they need:
- YouTube is the second-largest search engine.
- TikTok is a go-to search engine for Gen Z, with over 50% of them using it instead of Google.
- Reddit provides community-driven answers for tech, lifestyle, and niche interests.
- AI chatbots like ChatGPT, Gemini, and Claude offer instant, personalised responses.
- Instagram and Pinterest influence lifestyle purchases and DIY inspiration.
There’s also a growing sentiment that traditional search engines are becoming less effective. A Vox Media study revealed that 42% of users feel Google is less useful than before.
This change means brands need to be present across platforms that act like search engines, even if they weren’t designed to be.
Why Small Businesses Need to Diversify Their Digital Strategy
Relying solely on Google is risky. Not only because algorithm changes can disrupt your traffic overnight, but also because your audience may not be there at all.
Here’s the bottom line:
Modern marketing isn’t just SEO — it’s discoverability. And discoverability happens across the internet, not just in Google’s search results.
Let’s break down how your brand can become visible and trusted in this new multi-platform world.
Step 1: Understand Your Audience’s Searching Habits
Before you create content, run ads, or start a podcast, ask yourself: Who am I trying to reach, and where do they look for information?
Understanding your audience’s behaviour is foundational. You need to know:
- Their age, interests, and challenges
- Where they spend time online
- What platforms they trust for advice
- What kind of content resonates with them (video, text, podcasts, etc.)
Tools to Help:
- Talk to customers directly. Ask them where they found you and where they search.
- Use Sparktoro. This audience research tool shows you where your target audience hangs out online, what they read, who they follow, and more.
Play around with different search terms on Sparktoro, keywords, websites, even social bios, and you’ll get a more complete picture of your audience’s digital life.
Step 2: Choose the Right Platforms for Your Brand
Once you’ve identified your audience’s habits, focus your energy on the 1–2 platforms that make the most sense. Here’s a quick overview:
Platform Cheat Sheet:
- LinkedIn: Great for B2B professionals and thought leadership.
- Instagram: Highly visual, perfect for B2C brands.
- Pinterest: Ideal for industries like decor, beauty, and DIY.
- YouTube: Evergreen and educational content thrives here.
- Reddit/Quora: Community-driven Q&A and discussions.
- TikTok: Short, engaging, and Gen Z-friendly.
- Podcasts/Newsletters: Build authority and direct relationships.
- Slack/Discord Communities: Create niche spaces for loyal followers.
Don’t chase every trend. Instead, ask: Where will my message matter most?
Step 3: Start Small and Stay Consistent
One of the biggest mistakes brands make is trying to “be everywhere” from day one. The result? Burnout and scattered content that doesn’t resonate.
Start with one or two key platforms and build momentum. Focus on quality, not quantity.
Example:
If your research shows that your audience watches a lot of how-to videos and reads newsletters, your starting point might be:
- Launching a YouTube channel
- Creating a bi-weekly newsletter with useful tips
As you grow and gain confidence, you can expand your efforts.
Step 4: Create Content Tailored to Each Platform
Every platform has its own culture, language, and expectations. What works on LinkedIn might flop on TikTok. A Reddit AMA (Ask Me Anything) isn’t the same as a polished Instagram post.
Tailor your content to match the platform:
- YouTube: In-depth tutorials, how-to videos, expert interviews
- Instagram: Reels, visual storytelling, behind-the-scenes content
- LinkedIn: Thought leadership, industry insights, career tips
- Reddit: Honest, community-driven responses
- TikTok: Quick, engaging, trend-friendly snippets
Pro Tip: Repurpose content.
Turn a blog post into a carousel for Instagram. Transform a video into a podcast episode. Or share bite-sized takeaways from a webinar on LinkedIn. This saves time and increases reach.
Step 5: Engage and Build Relationships
Posting content is just the beginning. Building a brand means showing up consistently and interacting with your audience.
Here’s what this looks like in practice:
- Replying to comments
- Sharing user-generated content
- Starting conversations (not just selling)
- Being real, not robotic
Today’s consumers expect brands to engage. In fact, 64% of consumers want companies to connect with them directly, not just advertise at them.
Step 6: Use Paid Promotion to Accelerate Growth
If you have the budget, paid content can help you grow faster. Consider:
- Running ads on YouTube, Reddit, Instagram, or LinkedIn
- Sponsoring newsletters or niche communities
- Influencer partnerships through product reviews or PR boxes
- Collaborating on webinars or content series with complementary brands
Paid campaigns are especially powerful when paired with organic efforts. And remember: Not every dollar needs to drive direct ROI. Some brand-building investments pay off over time.
Step 7: Track What Matters (and Ignore Vanity Metrics)
One of the most overwhelming parts of digital marketing is tracking performance. There are dozens of metrics, but not all of them matter equally.
Likes are nice, but what you really want to track are:
- Engagement quality (Are people responding meaningfully?)
- Website traffic from each platform
- Email signups
- Sales/conversions
- Qualitative feedback
Set goals based on your broader business objectives. Maybe your content is meant to drive awareness, not sales. That’s okay, but define it, track it, and double down on what works.
Step 8: Scale When You’re Ready
Once you’ve established yourself on one platform and are seeing results, then, and only then, should you expand.
For example:
- Add YouTube if you’re already posting on LinkedIn
- Start a podcast alongside your blog
- Experiment with TikTok once your Instagram is consistent
Scaling too soon can dilute your efforts. But scaling strategically can multiply your impact.
Final Thoughts: Search Isn’t Just Search Anymore
Google is still powerful, but it’s no longer the only player in the game. People are looking for answers, ideas, and products across dozens of digital touchpoints.
If you want to stay visible, relevant, and trusted, you need to go where your audience is already searching, not just where you hope they’ll find you.
To recap:
- Know your audience’s online behaviour
- Choose platforms wisely
- Start small and build consistency
- Tailor and repurpose content
- Engage meaningfully
- Invest in paid where it makes sense
- Measure real impact, not just impressions
- Scale thoughtfully
In today’s multi-platform world, success isn’t about beating the algorithm, it’s about being present, being helpful, and being human.
