South African brands are creating more content than ever before. They are posting on social media, boosting campaigns, redesigning websites, sending newsletters, running Google Ads, trying SEO, creating reels, updating their brand visuals and doing everything they have been told a modern business should do. But many are still asking the same question: Why are we not seeing enough movement?

Search is changing. For years, brands have focused on traditional SEO: improving their websites so they can show up on Google when people search for products, services or answers. That still matters. In fact, it matters a lot. But the way people search is no longer limited to typing a few words into Google and scrolling through a list of links.