A recent shift in consumer behavior sees people discovering brands on TikTok before actively searching for them on Google. This change has significant implications for SEO, local visibility, and content strategy.

Rising paid search costs are not just due to increased competition, but also a result of pre-auction dynamics, including AI Overviews, shrinking organic click volume, and stronger brands competing for commercial traffic.

A recent study found that hidden gem publishers have 1.7x higher audience affinity than major media outlets, despite attracting 130x less traffic. This discovery can significantly impact your 2026 earned media strategy. Entity authority is becoming increasingly important in AI-driven search, shaping brand visibility and requiring a shift in digital PR strategies.