50 billion searches happen every day. According to Neil Patel, Google accounts for approximately 13.7 billion of them. That’s just 27%.
That’s a lot of searching happening somewhere else.
Patel shared these estimates in an October 2026 email promoting NP Digital’s New Discovery Funnel webinar. The figures include a broader range of search activity than traditional web searches, and the underlying methodology wasn’t provided.
Still, his point caught our attention.
Your next customer may be looking for a business like yours somewhere other than Google.
Think about how you research a business today. You might ask ChatGPT, watch a YouTube video, check Instagram, or read reviews before visiting its website.
Your customers are doing the same thing.
Where Are Customers Searching Today?
Google remains important, but it’s one part of a much larger customer journey.
- Google: People search for local businesses, compare services, and read reviews.
- AI search: Tools like ChatGPT, Gemini, and Perplexity help people research options and ask more specific questions.
- Social media: Instagram, Facebook, and LinkedIn help customers explore businesses, see previous work, and evaluate credibility.
- YouTube: Videos answer questions, explain services, and show customers what to expect.
- Reviews and communities: Recommendations from customers, friends, and online groups influence purchasing decisions.
Someone might discover your business on social media, check your Google reviews, and then visit your website.
Every interaction contributes to their decision.
What Does This Mean for Your Marketing Strategy?
It doesn’t mean you need to be everywhere.
Most business owners already have enough to manage without adding five more marketing platforms.
Instead, focus on where your customers are researching businesses like yours.
A contractor might benefit from project photos, reviews, and videos. A professional services company might focus on LinkedIn, helpful articles, and a clear website.
The right marketing channels depend on your audience.
And your messaging needs to be consistent wherever someone finds you.
What About SEO and AI Search?
Search Engine Optimization (SEO) is still important. Your website needs clear information about your services, location, and expertise.
But AI-powered search introduces another consideration.
Answer Engine Optimization (AEO) focuses on creating content that AI-powered tools can understand and potentially reference when answering questions.
Fortunately, many of the fundamentals overlap.
Answer common customer questions. Explain your services clearly. Keep your business information accurate. Organize your website so people can find what they need.
You don’t need to rewrite everything for AI.
Start by making your content genuinely useful to the people looking for it.
One Good Answer Can Work Across Multiple Platforms
Here’s something from Patel’s message that we particularly agree with: businesses need a connected marketing strategy, not a separate strategy for every platform.
Let’s say you’re a contractor who regularly gets asked how long a kitchen remodel takes.
You could answer that question in a website article, turn it into a short video, share a few tips on social media, and add it to your frequently asked questions.
One topic. Several ways for customers to find it.
You’re using information you already know to help people make decisions.
Are We Measuring the Right Things?
Website traffic and clicks are useful, but they don’t tell the whole story.
Someone might hear about your company through a referral, research you on social media, and contact you directly.
That journey may not be obvious in your analytics.
Try asking new customers two questions:
How did you first hear about us?
Where did you look before deciding to contact us?
Their answers can help you understand which marketing channels are influencing decisions.
And remember, getting discovered is only part of the process. You also need to know whether those inquiries are turning into customers.
Four Things You Can Do This Week
- Search for your business. Check Google, your website, and social profiles. Is your information accurate and consistent?
- Ask recent customers where they found you. Find out what they researched before reaching out.
- Answer one common question. Publish a helpful answer on your website and adapt it for another platform.
- Review your follow-up process. Make sure inquiries receive timely responses and don’t get lost.
Small improvements can make a difference without adding more work to your marketing calendar.
Frequently Asked Questions
Is SEO still important for small businesses?
Yes. Google remains an important discovery channel. SEO helps customers find your website and understand your services.
What is AEO?
Answer Engine Optimization helps make content understandable and useful for AI-powered search and answer tools. It complements traditional SEO.
Does my business need to be on every platform?
No. Focus on the platforms your customers use and maintain clear, consistent information across those channels.
The Bigger Picture
Neil Patel’s numbers raise an interesting question about how customers discover businesses.
But for us, the takeaway is simple.
Your brand helps people understand you. Your marketing helps them find you. Your systems help you turn that interest into business.
All three need to work together.
Before adding another marketing platform, take a look at what you already have and where opportunities may be getting lost.
Our Business Clarity Audit helps identify those gaps and prioritize what deserves your attention over the next 90 days.
Because better marketing isn’t always about doing more. Sometimes it’s about making what you’re already doing work better.
Source: Neil Patel, October 15, 2026, email promoting NP Digital’s “The New Discovery Funnel: How to Win Across AI, Search, Social & YouTube.” The search-volume estimates are attributed to Patel and have not been independently verified.