Google Is Still Your Best Friend And Gen Z Knows It !

Google Is Still Your Best Friend — And Gen Z Knows It (Even If the Internet Says Otherwise)

There’s a phrase my generation used to throw around with full confidence and a little sass:
“Google is your best friend.”

If you're over 30, you probably remember saying it, or hearing it, way too often! It was part meme, part advice, part gentle reminder that the answer to everything was just one search away.

Funny thing?
It’s still true.

And recently, marketing expert Neil Patel brought this conversation back to life. In a post that caught my eye, he basically said: the whole narrative that “Gen Z only searches on TikTok” is… well, wrong. According to him, studies actually show the opposite: Gen Z still uses Google heavily and in many cases, uses it even more than older age groups.

Now, it’s important to be fair here. Not all studies agree, and the public data is mixed. Some reports show Gen Z leaning into TikTok and YouTube for discovery and inspiration. But research also shows that when Gen Z wants facts, verification, depth, or trust, they still turn to search engines and yes, often to Google!

For example:

• A 2024 study reported that 46% of 18–24 year-olds still begin their information searches on Google, especially when they want reliable answers.

• Other research shows Gen Z uses social platforms to discover ideas - then heads to Google to confirm whether any of it is actually true.

So while the hype suggests Google is fading… reality suggests it’s evolving.

Searching Is Becoming More Conversational

Neil Patel also pointed out something that feels very true: people aren’t typing short keywords anymore. Not Gen Z, not Millennials, not anyone. Instead of “pizza delivery,” they’re asking things like:

“What’s the best late-night food that won’t make me feel terrible tomorrow?”

Those are deeper, more human, more specific questions. And yes, they sound like something you might ask a friend.

Google knows this.

It’s why their AI Overviews now reach well over a billion people monthly. And here’s the part that surprised even marketers: people who use these AI-enhanced search results don’t search less, they search more. AI triggers curiosity. It leads people to ask follow-up questions they never would’ve typed out before.

Honestly, I’m doing it too. I don’t ask Google, “best small business strategy.”
I ask:
“What’s the number one problem my industry is struggling with right now, and how can I turn that into a content series or product?”

We’re all searching differently and that difference matters.

Our Searches Reveal Something About Us

The way we search today says something bigger about society. The pandemic changed how we connect. Face-to-face moments became rare. Relationships felt more distant. Screens became our safe place, our workspace, and, for many, our primary source of communication.

So it makes perfect sense that our searches started to sound more human.
We’re not just browsing for facts.
We’re looking for:

• context

• reassurance

• nuance

• someone or something, to “talk” to

In a world feeling a bit disconnected, search engines and AI tools stepped in as tiny conversational partners. Not human. Not emotional. But responsive. Available. There.

This isn’t sad, it’s a reality of our digital era. And if you’re in business or content creation, it’s actually a huge opportunity.

What This Means for Business Right Now

It means that Google searches matter more than ever, but in a different way.

People are searching with depth.
They’re asking questions with emotion behind them.
They’re looking for content that feels like a conversation not a lecture.

If you can meet that need?
You’re ahead of 90% of the internet. And here’s where the ethical side comes in.
If you’re the type of creator or entrepreneur who genuinely wants to add something positive to the world, this shift is a gift. Because you can meet people where they are, in their digital conversations, and offer something encouraging, practical, or growth-oriented.

Not clickbait.

Not shallow tips.

But real help.

The Mindset Every Creator Needs Right Now

People aren’t searching for information.
They’re searching for connection, clarity, and trustworthy guidance.

So when you create content a blog, a reel, a course, a Google-optimized article, ask yourself:

• What’s the emotion behind the question?

• What are people really trying to understand?

• What problem keeps showing up for them?

• And how can I show up with something that feels human, not robotic?

That’s not just SEO.
That’s modern storytelling.
That’s ethical marketing.
That’s connection in a disconnected world.

Google may be changing.
Search may be evolving.
But the hunger behind it is the same: humans trying to make sense of their world.

And if you can help guide them, with empathy, depth, and intention, your brand doesn’t just grow.
It builds trust.
It builds community.
It becomes… a friend.

Just like Google always was.

Want help designing your next marketing campaign?
Connect with AD.MD. Marketing Design and let’s build something that lasts !