The Only Marketing Strategy That Is Working In 2026

章节 1：搜索没有消亡，而是扩展到了更多平台

📝 本节摘要：

消费者搜索是为了获得足够的信息与信心，从而做出决定；如今他们会在 TikTok、Google、Reddit 和 ChatGPT 等不同平台间发现、研究并验证品牌。营销者应绘制买家提问的所有渠道，而非押注单一平台。Google 已开始在 Search Console 中报告社交内容的搜索表现，显示社交内容也已成为搜索结果的一部分。

[原文] [Neil Patel]: People want search because they want more information. They search because they're trying to feel certain enough to make a decision. And in 2026, that decision is no longer made on one platform. Your customers may discover you on TikTok, research you on Google, verify you on Reddit, and ask ChatGPT what they should choose. That means the winning marketing strategy is no longer about ranking in one place. It's about becoming the trusted answer everywhere they look. In this video, I'll show you how Google, social media, and AI are becoming one connected decision system and how to make that system point towards you. So, let's start with how. Search didn't die; it multiplied.

[译文] [Neil Patel]: 人们会搜索，是因为他们想获得更多信息。他们搜索，是想让自己足够确定，好做出决定。到了 2026 年，这个决定已不再只在一个平台上做出。你的客户可能在 TikTok 上发现你，在 Google 上研究你，在 Reddit 上验证你，再问 ChatGPT 应该选什么。这意味着，制胜的营销策略不再是争取在某一个地方排名，而是在他们寻找信息的每个地方都成为可信的答案。这期视频里，我会讲讲 Google、社交媒体和 AI 如何连成一个决策系统，以及怎样让这个系统把人们引向你。先从搜索说起：搜索没有消亡，而是扩展到了更多地方。

[原文] [Neil Patel]: For 20 years, search meant one thing: Google. If someone wanted a product, an answer, a recommendation, they typed it into one box, and you fought to be on that one page. That world is gone. Not because people stopped searching, but because they started searching everywhere. They search Google; they search TikTok for restaurants and products; they search YouTube for how-tos and reviews; they search Reddit for an honest take; and now they ask ChatGPT, and it just tells them what to buy. My team tracks this. Around one in five people now search directly on social media. And when we surveyed where buyers discover brands today, social came first. And LLMs like ChatGPT are already at 16%.

[译文] [Neil Patel]: 过去 20 年，搜索就意味着一件事：Google。有人想找产品、答案或推荐，就把问题输进一个搜索框，而你要做的就是争取出现在那一页上。那个时代已经过去了。不是因为人们不再搜索，而是因为他们开始到处搜索。他们会在 Google 上搜索，在 TikTok 上找餐厅和产品，在 YouTube 上看教程和评测，在 Reddit 上听真实评价；现在他们还会问 ChatGPT，而它会直接告诉他们该买什么。我的团队一直在追踪这些变化。如今，大约五分之一的人会直接在社交媒体上搜索。我们调查买家现在通过什么渠道发现品牌时，社交媒体排在第一。像 ChatGPT 这样的 LLM（大语言模型）占比已经达到 16%。

[原文] [Neil Patel]: 16% for a discovery channel that barely existed three years ago. Now, watch what most brands do with this information. Half of them treat search like it's still synonymous with Google. All the budget, all the effort, one door, while the buyer walks through four. The other half panic. They read an “SEO is dead” headline, pull everything out of Google, and go all in on social, abandoning the biggest search engine on Earth because a smaller one showed up. Both are making the same mistake. They're picking a door. The buyer stopped picking doors years ago. So, the question you should be asking about your marketing isn't which channel wins. The question is: Where does your buyer ask questions? Map every place. That map, that's the strategy. And the rest of the video is how you cover it without tripling your team. And if you're thinking social media doesn't belong on that map, that

[译文] [Neil Patel]: 一个三年前还几乎不存在的发现渠道，如今占到了 16%。看看大多数品牌拿到这些信息后会怎么做。一半品牌仍把搜索等同于 Google，预算和精力全投在同一扇门上，买家却从四个入口进来。另一半则慌了。他们看到“SEO 已死”的标题，就把资源全从 Google 撤走，转而押注社交媒体；只因为出现了一个规模较小的新渠道，就放弃地球上最大的搜索引擎。这两种做法犯的是同一个错误：都在挑一扇门。买家多年前就不再只选一扇门了。所以，你在制定营销策略时不该问哪个渠道会胜出，而该问：买家会在哪里提问？把每个地方都标出来。那张地图就是策略。接下来我会讲，如何覆盖这些地方，又不用把团队规模扩大三倍。如果你觉得社交媒体不该出现在那张地图上，觉得它

[原文] [Neil Patel]: is just an entertainment platform and not a search platform, Google itself just changed that because social content is now search content. And Google just put that in writing. A few weeks ago, Google rolled out something called platform properties in Search Console. You can now connect your Instagram, your TikTok, your X, your YouTube, and see exactly which Google searches are surfacing your posts, which queries, how many impressions, and how many clicks. Read between the lines here, because this is bigger than a reporting feature. Google doesn't build measurement tools for things it considers noise. Google is now reporting search performance for content you don't even own. Instagram posts, TikToks. It would only do that if it considers your posts genuine search results worth measuring. Your Reels are search results now. Google said so by building the dashboard. To be clear about this, it is reporting. It doesn't change

[译文] [Neil Patel]: 只是娱乐平台，而不是搜索平台——Google 自己刚刚改变了这种看法，因为社交内容如今也是搜索内容。Google 还把这一点落实到了产品里。几周前，Google 在 Search Console 中推出了一个叫“平台属性”（platform properties）的功能。现在你可以连接 Instagram、TikTok、X 和 YouTube，准确查看哪些 Google 搜索展示了你的帖子、对应的查询是什么，以及获得了多少展示和点击。要读懂这背后的意思，因为这不只是一个报告功能。Google 不会为它认为无关紧要的内容开发衡量工具。如今，Google 开始报告你甚至并不拥有的内容的搜索表现，比如 Instagram 帖子和 TikTok 视频。只有当它认为这些帖子是真正值得衡量的搜索结果时，才会这么做。你的 Reels 现在也是搜索结果了。Google 用这个数据面板明确表明了这一点。说清楚一点，这只是报告功能，并不会改变