Part 2: Where Are People Really Searching in 2025?

Teralithia Farms
Aug 14
3 min read

In the ever-changing world of online discovery, business owners are no longer just chasing Google rankings. Today, your next customer might find you on TikTok, through an AI chatbot, or by simply saying “Hey Siri, who’s the best plumber near me?”

So how do you know where to show up… without burning out?

This post is Part 2 of our 7-part series on how discovery works for small businesses in 2025. In Part 1, we explored the big shift happening in local search and why “being everywhere” might not be the smartest strategy.

Let’s now zero in on where your customers are actually searching, and how you can meet them there without spreading yourself thin.

Digital Discovery Isn’t a One-Size-Fits-All Game Anymore

Let’s say you run a small business a handyman service, therapy practice, or a mobile notary. You’ve been told to:

Rank on Google
Make Reels for Instagram
Start a YouTube channel
Post on LinkedIn
Try paid ads
Build a sales funnel
Be “consistent” on TikTok...All while still doing your actual job.

But here’s the truth most agencies won’t say: Not all platforms matter equally for your customers.

Let’s look at what really matters in 2025.

The 4 Big “Discovery Channels” for 2025

Here’s where real-world buyers are actually starting their journey based on thousands of search patterns across industries:

🟢 1. Google (Still King But Changing Fast)

Most service-based buyers still default to Googling you first, especially for:

Local service pros (e.g., plumber, therapist, dog groomer)
Businesses with a physical location
Urgent searches (e.g., “same-day appliance repair near me”)

If you serve a local area or depend on leads booking online, this is non-negotiable.

But here’s the kicker: Customers now look at Google Maps, your Reviews, and whether you offer chat or booking before even visiting your site.

🟡 2. TikTok & Instagram Reels (Fast Visual Attention)

These are powerful for emotional, lifestyle-driven buying especially:

Beauty
Home decor
Fitness
Food
Events

Short videos can:

Spark curiosity
Show results visually
Humanize your brand...and push someone to take the next step.

⚠️ But they’re not ideal for all industries. If you're in B2B consulting or legal services, this probably isn’t your top channel.

🔵 3. Voice Search (Rising Quietly)

Think of how often we now say:

“Alexa, find a dog trainer near me.”“Siri, call the nearest tow truck.”“Hey Google, book an oil change.”

If your business isn’t set up with structured data, local SEO, and correct listings, you’re invisible to these searches — even if you're the best in town.

🟣 4. AI Chatbots (The Wild Card)

AI tools like ChatGPT, Bing Copilot, and Google Gemini are starting to recommend businesses based on:

Reviews
Website structure
Online mentions
Business category accuracy

If you’ve ignored your web presence, or your brand name doesn’t clearly explain what you do… these AI tools won’t recommend you.

This space is growing fast, and you want to start preparing now.

Here’s What Smart Businesses Are Doing Instead

1. Pick 2–3 core platforms based on your audienceDon’t be everywhere — be where your best-fit clients are actually looking.

2. Align your visibility with your offerIf you’re a home service provider, Google and voice search are your lifelines.If you sell aesthetics or emotion (events, beauty, décor), video platforms win.

3. Make it easy for people to take actionWhether they find you on Google, TikTok, or through a chatbot…If they can’t book you, call you, or learn about you quickly, they’ll move on.