Shift isn't just about competitors gaining ground but about users increasingly bypassing traditional search entirely. Between Reddit, Perplexity, ChatGPT, and direct domain knowledge, more queries are being fragmented across tools that aren't indexed as 'search engines' but functionally serve that role.

In case you wondered:

> Many of my colleagues and I now use Perplexity for search because it uses contextual search to bridge the gap between traditional search engines and LLMs