In 2024, Gen Z will represent 32% of the global population with an estimated purchasing power of $500 billion (Deloitte, 2024), including 15 million consumers in France (Médiamétrie/CSA, 2023).
This generation is shaking up the rules of online research, forcing brands to completely rethink their organic acquisition strategies.
A paradigm shift illustrated by a key statistic: 65% of 16-24 year-olds now use social networks as their primary information search tool, ahead of traditional search engines (Google France, 2024).
A major shift in the uses of search
Born between 1997 and 2012, Gen Z has only known digital. For this generation, online search is no longer the preserve of Google: it is deployed across a complex ecosystem where Snapchat, TikTok, Instagram, and Reddit compete with traditional search engines.
This evolution is forcing SEO strategies to reinvent themselves, pushing companies to rethink their methods. Far from the academic rules of the past, SEO must now adapt to a hyperconnected audience, in search of authenticity, responsibility, and speed. It's no longer just about answering a query, but about creating a truly engaging and immersive experience.
Three major trends that are disrupting search
Social networks are becoming the new search engines
According to a study by Forbes Advisor and Talker Research from April 2024, 45% of Generation Z users prefer to use search features on social networks, such as TikTok, rather than traditional search engines like Google.
A trend that has since grown: according to the latest GWI report (2024), 51% of Gen Z users worldwide now use social networks as their primary source of information for their purchasing decisions.
Beauty brands like Sephora and L’Oréal that have adopted a social commerce strategy on TikTok are seeing an average 30% increase in their organic traffic for beauty queries (Source: Beauty Tech France 2024 Study).
The rise of conversational queries is transforming content
Out with isolated keywords, in with complex questions and natural language. Gen Z “talks” to its search tools, particularly via voice search.
According to an Adobe study published in March 2023, 70% of Generation Z users prefer to formulate their searches in the form of complete questions rather than with isolated keywords.
The massive adoption of voice assistants has reinforced this evolution, as revealed by Juniper Research: in 2024, 55% of 18-24 year-olds use voice search daily, compared to only 23% in 2020.
To search for a cooking recipe, a user would have typed into Google: “easy chocolate cake recipe”. Gen Z, on the other hand, is no longer satisfied with basic keywords. They are formulating comprehensive questions, with precise criteria and specific requests. For example, they will ask a voice assistant “find me an easy chocolate cake for kids, gluten-free and not too sweet” or search TikTok for fun and quick recipe videos.
UGC (User-Generated Content) is becoming the new standard of trust
87% of 18-25 year-olds consider user reviews to be more credible than branded content (HubSpot, 2023). They prefer to rely on recommendations from their peers, influencers, or content creators over traditional advertising.
Whether it's product testing on TikTok, recommendations on Reddit, or immersive vlogs on YouTube, UGC is now shaping purchasing decisions and search behaviors.
Brands that integrate this authenticity dynamic into their SEO strategy benefit from up to 28% higher engagement (GWI, 2024) and better conversion.
The French brand Sézane transformed its SEO strategy in 2023 with “Sézane Stories.” By directly integrating photos of customers wearing their clothes in their daily lives into its product pages, the company saw a significant improvement in conversion on these pages, increased organic visibility on queries related to Sézane outfits in a real-life context, as well as an increased visit time on its site.
How to adapt your SEO strategy to this new reality?
Faced with this change in search behavior, brands must rethink their SEO approach to remain visible where users are now. A multi-platform strategy, based on diverse and conversational content, is becoming essential to capture the attention of a constantly evolving audience.
The need to diversify your presence on platforms
By 2024, 45% of Gen Z users would prefer to use social media search functions over Google (survey conducted in April 2024 by Forbes Advisor and Talker Research among 2,000 Americans).
These figures highlight the importance for brands to be active on platforms such as TikTok, Instagram, and YouTube by using relevant hashtags, engaging descriptions, and tailored video content.
The choice to create authentic and conversational content
Gen Z places great importance on authenticity and transparency. Encouraging customers to share their experiences and interacting directly with them builds trust and engagement.
American clothing brand Aerie launched the #AerieREAL campaign on Instagram, encouraging customers to share photos of themselves wearing their products, which led to a 20% increase in online sales in 2023. This approach demonstrates how user-generated content can become a strategic pillar of organic SEO, particularly for brands targeting Gen Z.
The adoption of voice search and organic queries
With the growing adoption of voice assistants, brands must adapt their content to answer questions formulated in natural language.
Domino’s Pizza has understood this well with the integration of ordering features via voice assistants in several countries worldwide, thus facilitating ordering for users and increasing online sales by 12% in 2023.
Towards the next generation of SEO
The transformation of search usage by Gen Z is not a threat but an opportunity for differentiation. Brands that adapt their SEO strategy accordingly will gain a decisive competitive advantage.
The rules of SEO are evolving, but one thing remains certain: being where your audience is is more than ever the key to success.
SEO is no longer just a matter of ranking: it is now a strategic issue that impacts the entire digital presence of brands.
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