As a business, do you put your money where your mouth is, or is it the other way around? In other words: are you investing in, and growing the channels where your voice is the loudest, or are you instead using a megaphone where you biggest investment already sits? Your choice in that matter may affect your search marketing results more than you think.

According to this post on Cisco.com, the slow but apparently inescapable decline of social media as a source of referal (among other issues) is forcing businesses to shift their priorities:

The shift from social to search is best described as a re-prioritization.

In short, from a 2019 perspective, search engines are taking back their place in the driver seat and web properties are moving up the value ladder. This doesn't mean that social media is moribond; it may only be a matter of time before it evolves and surges back to where it was just a few years ago.