How to Search Online in 2025

Remember when “just Google it” was the answer to every question? In 2025, searching online isn’t so simple. The way we find information is evolving, from Google’s AI-infused results to TikTok videos and voice assistants. Google is still the giant, but for the first time in a decade its dominance has slipped¹. Meanwhile, new tools and platforms are changing how we look for answers. So how can you master online search today? In this guide, we’ll show you how to navigate the current search landscape, across traditional search engines, AI chatbots, social media, and more to find exactly what you’re looking for in 2025.

The Changing Search Landscape in 2025

Rather than abandoning Google outright, many people are diversifying their search habits. According to a recent study, 71.5% of internet users have tried AI-powered tools like ChatGPT for searches – but only 14% use them daily². In other words, most of us still rely on Google (or Bing) for everyday queries, while using AI assistants as a supplement when we need something extra. About one in five people did switch their primary search engine in the past year, but this trend seems to be more about using the right tool for the right task than completely ditching traditional search².

What’s driving these changes? In part, it’s the rise of AI and new search experiences. Tools like Google’s experimental AI answers (the Search Generative Experience) and Bing’s built-in chatbot are blending traditional search with conversational responses. At the same time, younger generations are turning to social media as their search engine (more on that below).

Mastering Traditional Search Engines (Google and Beyond)

Let’s start with the classics: Google, and to a lesser extent, Bing or DuckDuckGo. Despite new contenders, Google remains most people’s go-to for general information. To make the most of Google in 2025, you’ll want to go beyond basic queries. This means using advanced search operators and filters that many casual users overlook:

Use quotation marks to find exact phrases. For example, searching "social search statistics 2025" will narrow results to that exact phrase.
Use site search to find content within a specific website. Typing site:gov.au cyber security report limits your search to Australian government sites, which is great for getting authoritative info.
Filter by date for fresh results. On Google’s results page, click “Tools” and filter by past year or month to avoid outdated info ,crucial in fast-changing fields.
Try alternative engines for a different algorithmic take. Bing’s results can sometimes surface things Google misses. Privacy-focused engines like DuckDuckGo or StartPage give Google-quality results without the tracking.

Keep in mind that search engine results in 2025 are a mix of traditional links and new features. Google now often displays snippet answers, video clips, maps, and “People also ask” suggestions before the organic results. To search effectively, you may need to scroll further or tweak your query if the top results aren’t what you need. Don’t be afraid to go to page 2 or 3, the best answer to your question might not be the first result anymore.

Tip: If you suspect the results you’re seeing are skewed (for example, too many ads or irrelevant SEO-optimised pages), try changing your approach. Use more specific keywords, or conversely, simplify your query to fewer terms. You can also search on a different platform to compare.

Even businesses are adapting to the new search reality. Digital marketers now talk about Generative Engine Optimisation, optimising content so that AI-driven search tools can find and reference it, alongside traditional SEO. In other words, the way content is created and structured is evolving so that whether a customer asks a question on Google or an AI assistant, the answer points to the right website. (Our own SEO strategy approach at Distl keeps these changes in mind.) But from a user perspective, the takeaway is: if one search engine isn’t giving you good answers, it’s worth trying another. The “default” choice may not always yield the best result now.

Using AI Assistants as Search Tools

What about those AI chatbots everyone’s talking about? In 2025, AI assistants like ChatGPT, Google Bard, and Bing Chat have become handy search companions. They’re especially useful for certain scenarios:

Complex questions and research: If you have a multi-part question or need an explanation, AI chat can be helpful. For instance, you could ask a chatbot, “Explain quantum computing in simple terms” and get a tailored, conversational answer. It’s like having a knowledgeable tutor to break down a topic.
Brainstorming and ideas: You can use AI to generate ideas or get suggestions. Ask “What are some unique marketing strategies for a café?” and you might get a list of creative ideas to explore further.
Summarising information: AI tools can summarise long articles or reports. If you find a 50-page PDF, you can feed sections to an AI assistant to get the gist in plain language.

However, AI search tools come with an important caveat: they don’t always get it right. These models sometimes produce incorrect or made-up information (a phenomenon called “AI hallucination”). They also may be based on data that’s a bit dated. For example, an AI might not know about events from the past month unless it has internet access. Bing’s chat mode does browse current info, and Google’s Bard is improving with live data, but you still need to double-check crucial facts.

The best strategy is to treat AI answers as a starting point. If an AI assistant gives you a piece of information or a recommendation, verify it using a trusted source (like a quick Google search or a known reputable website). Many AI tools will even provide source links or references if you ask, for example, you can prompt, “Can you show sources for that?” to get citations. Use those to guide your further research.

Think of AI search assistants as your research sidekick: great for quick answers and guidance, but you (the human) should still be the detective who confirms the evidence. When used wisely, these tools can save you time and help you discover info that a normal search might not easily surface. Just remember that they are fallible. As of now, they’re an addition to, not a replacement for, your search toolkit.

Searching via Social Media Platforms

A few years ago, it would have sounded odd to say “search for it on TikTok.” Yet here we are, social media has become the new search engine for many people, especially the younger crowd. Need a quick how-to video on changing a bike tire? You’ll obviously find a 60-second TikTok more useful than a long blog post. Looking for reviews of a new restaurant or the latest fashion trend? Instagram and YouTube are full of firsthand accounts and visuals.

This trend is backed by numbers: surveys show that young adults often turn to apps like TikTok or Instagram before Google. In fact, 67% of Gen Z use Instagram and 62% use TikTok to discover local businesses, surpassing the rate at which they use Google for that purpose³. Social platforms are attractive search hubs because they’re visual, quick, and tailored by community interest. The content also feels more authentic to users (e.g. seeing a real person demonstrate a recipe or a makeup tutorial).

So how do you search on social media effectively? Most major platforms have a search bar, you can type in keywords or hashtags. For example, on TikTok you might search “#budgettravel tips” to find bite-sized videos on traveling cheaply, or on Instagram search for a location plus a keyword like “Perth café recommendation” to see posts and reels from that area. YouTube, the world’s second-largest search engine, is invaluable for longer how-to videos, reviews, and educational content, try adding “tutorial” or “review” to your query there.

Keep context in mind: Social media search works best for certain types of queries. It’s great for trend-based, visual, or experience-driven information. You’ll find personal experiences, opinions, and demos. However, social media content isn’t vetted, anyone can post anything. The top result on TikTok for “investment advice” might be a teenager with a lot of views but not much expertise. Use social search for inspiration and quick ideas, but for critical facts or serious matters, you should still cross-check with traditional sources.

Also, be mindful of the platform’s bias. Social algorithms will show you what’s popular or what fits your user profile, which might not always align with what’s most accurate. Diversify where you look. For instance, if you’re researching a product, you might watch TikTok videos for real-life demos and search Google for detailed reviews. The combination of social proof and in-depth analysis will give you a more balanced view.

From a business perspective, this shift means brands need to be present and searchable on social platforms too. (If you’re a business owner, consider your social media strategy part of your SEO now.) But for an everyday user, the key is to remember social media is a powerful discovery tool, just one that requires a bit of extra judgment and savvy as you use it.

Verifying Information and Staying Safe Online

With the internet’s vast wealth of information comes an unfortunate side-effect: misinformation and low-quality content. In 2025, this issue is bigger than ever. AI can churn out bogus articles, and anyone can post “expert advice” on social media. That means the burden is on us as searchers to verify what we find before trusting it.

How do you know if the answer you got is credible? Here are a few tips to stay sharp:

Check the source: Look at the website or profile where the information comes from. Is it a well-known news outlet, an official institution, or an expert in the field? Generally, local SEO results like Google Business profiles and Google Maps have reviews and ratings you can trust for businesses, but for facts and advice, prefer authoritative sites or multiple sources.
Cross-verify key facts: If you find a piece of information that’s important, search for it elsewhere. See if reputable sources are saying the same thing. If five different credible websites all confirm a statistic or recommendation, it’s true.
Use fact-checking tools: Google has an “About this result” feature (click the three dots next to a search result) that can give you context about the source. You can also use reverse image search (like Google Lens or TinEye) to check if an image is being used in a misleading way. There are dedicated fact-check sites (e.g. Snopes, FactCheck.org) that debunk rumours and hoaxes, try adding “snopes” to your search query if you suspect something fishy (“snopes vaccine rumour”, for example).
Be skeptical of sensational claims: If something sounds too crazy or too good to be true, approach it with caution. That miracle cure or get-rich-quick scheme someone’s pushing on a YouTube video likely deserves a healthy dose of skepticism and some extra research.

Conclusion

Searching online in 2025 is a whole new ballgame compared to even a few years ago. The good news is, you have an expanded toolbox: powerful search engines, helpful AI assistants, and vibrant social platforms, all at your fingertips. The challenge is knowing when and how to use each and making sure you trust what you find.

The key takeaways: Continue to use Google (and other search engines) with advanced techniques for precise results, embrace AI tools for what they’re good at (while double-checking them), dive into social media for inspiration and community-sourced info (but keep your critical thinking hat on), and always verify important information across multiple sources. By combining these strategies, you’ll be searching smarter, not harder.

As the internet keeps evolving, so will search. Stay curious and keep experimenting with new tools, but also remember the fundamentals of good research haven’t changed. Know your source, use your judgment, and don’t believe everything at face value. Do this, and you’ll navigate the online world of 2025 with confidence.

If you need guidance on the latest digital trends or want to ensure your business is easily found in this new search landscape, feel free to contact us. We’re here to help you make sense of the changing digital world.

References

M. Barker, “Google’s search dominance dips below 90% for the first time since 2015,” HigherVisibility, Feb. 6, 2025.
A. Heitzman, “How People Search Today: A Study on Evolving Search Behaviors in 2025,” HigherVisibility, Feb. 6, 2025.
S. Baker, “60 Social Media Statistics Marketers Need to Know in 2025,” Hootsuite Blog, Feb. 7, 2025.
A. Badalyan, “Top 35 Voice Search Statistics You Shouldn’t Miss In 2025,” Digital Silk, Jun. 5, 2025.