According to the BBC, Google might soon be required in the UK to offer choice screens, allowing users to pick rival search engines and giving websites more transparency and control over how their results are shown (BBC News).
This matters because Google accounts for more than 90% of all searches in the UK, and over 200,000 businesses rely on Google’s search advertising to reach customers. For years, most companies have focused almost all of their search and advertising strategies on Google, often hoping that good practice there will naturally carry over to Bing, Yahoo and other platforms.
But this landscape is shifting faster than ever. Alongside regulatory changes, the rise of AI-powered search, voice search, and conversational interfaces like chatbots is transforming how people find information. Consumers are no longer only typing simple queries into a single search bar. Instead, they are:
- Asking smart speakers for recommendations
- Using AI assistants to gather and summarise information
- Speaking natural language queries rather than typing keywords
- Accepting AI summaries, rather than exploring websites
All this means search strategies are evolving, and businesses will need to adapt quickly to stay visible.
Lessons from Broadcasting: Fragmentation Hits Home
This trend reminds us of how Premier League football coverage has changed. Once dominated by Sky, the rights are now split across Sky Sports, Discovery+, and Amazon Prime. While fans have more choice, those who want to watch every match must now pay for several subscriptions and manage multiple apps.
We’re seeing a similar story in digital marketing. More search engines and platforms promise a fairer market but create new challenges. Businesses will need to:
- Optimise content for different algorithms
- Monitor performance in multiple dashboards
- Manage spend across more ad networks
For many, this will increase both complexity and costs.
Business Systems in a Multi-Platform World
This isn’t just about how we search or watch TV. It highlights a broader challenge: companies depend on an ever-growing mix of platforms, systems and suppliers to operate and market effectively.
In the past, a single supplier often handled most of your search strategy. Today, you are expected to:
- Integrate AI tools and voice search optimisation
- Tailor campaigns for different platforms
- Maintain consistency across more channels
This gives more flexibility but also makes it harder to keep control of time, spend and results.
AdvantEdge Agency: Your Trusted Navigators
In this changing environment, it’s easy to feel overwhelmed:
- Regulations are shifting. The CMA’s final decision is due in October 2025.
- AI and voice search are rewriting the rules. Search habits are moving far beyond typed queries.
- Fragmentation creates more complexity. Like sports fans juggling subscriptions, businesses are facing more platforms, more tools and more costs.
At AdvantEdge, we help you:
- Stay ahead of regulatory updates and platform changes
- Optimise your presence across traditional search, voice and AI-powered experiences
- Develop strategies that reduce wasted effort and keep your brand visible everywhere it matters
In Summary
- Google dominates search. Over 90% of UK searches and hundreds of thousands of businesses rely on Google’s platform.
- Competition is growing. More options bring innovation but also complexity.
- Search itself is transforming. AI, voice search and new interfaces are reshaping how customers find you.
- AdvantEdge is here to help. From navigating policy changes to adapting to new technology, we make sure you stay in control and ahead of the curve.
Ready to future-proof your search strategy?
Get in touch with AdvantEdge and let us guide you confidently into this new era of digital marketing.
Whether needing one service or the full package, call our expert team on 01256 806333 or start the conversation at hello@advantedge.agency
