Discover the “new SEO” with search everywhere optimization and learn how to adjust your strategy to enhance visibility across platforms beyond Google.

What’s the “new” SEO?

It’s “search everywhere optimization.” This approach requires organic search strategists to go beyond Google and optimize for various platforms. As search behavior becomes more fragmented, people increasingly turn to sources beyond Google to find what they need.

At my agency, our extensive proprietary and client data reveals that while search fragmentation can make it challenging to maintain and grow organic traffic, it doesn’t signal the end of SEO. Rather, SEO is evolving, and practitioners must adapt to maintain traffic levels through new strategies and modern practices.

Even Google’s Search Liaison, Danny Sullivan, has stated, “One of the ways to be successful with Google Search is to think beyond it.”

Some might argue that this isn’t an entirely new idea, and they’re right. So, why label it the “new” SEO?

This strategy has shifted from supplementary or secondary consideration to a central element of SEO strategic planning.

Unlike a decade ago, when optimizing across social platforms mainly aimed to influence Google’s algorithm, today’s focus is on optimizing content to appear organically within these platforms, which have evolved into search engines in their own right.

David Shapiro, CMO of Unabated, observes:

“Search hasn’t been solely about Google for a few years now. Users increasingly seek information on platforms like YouTube, TikTok, ChatGPT, and social media. This shift necessitates that SEOs create content relevant to their brand and tailored for these diverse platforms where users spend their time.”

While “search everywhere optimization” is an exciting concept, it’s essential first to recognize the challenges of implementing this approach.

Drawbacks and Roadblocks

Kai Blum, International SEO Manager at Intuit Mailchimp, points out:

“Marketing at large organizations can be pretty siloed; often, every channel has a different team. In the last three months, we’ve talked to 14 teams about how SEO best practices can help them specifically and how we could collaborate.”

It’s not unusual for teams, such as social media, to perceive SEOs as encroaching on their territory. However, this isn’t the case.

The goal is to exert a strategic SEO influence over social media, not overshadowing or replacing existing efforts. Rather than merely sending authority and engagement signals to improve SERP rankings, the aim is to use social media to generate demand that can drive referral traffic and organic search results on Google.

Yet, several structural and strategic issues in corporate America create obstacles:

• Many brands maintain separate budgets, planning, and execution for different platforms, leading to disjointed strategies.
• Social media, marketplace, and app teams may resist advice or support from organic search teams.

Collaboration and effective planning can be complex without strong exemplary leadership commitment to integrating these channels; cite. Citing these challenges, the benefits of optimizing across multiple platforms are too significant to overlook.

Next, we’ll delve into strategies for effectively optimizing across various social media platforms.

Optimizing for Social

Consumers are increasingly going to social media for search purposes. According to Google, 40% of young people use apps like TikTok and Instagram for search instead of traditional search engines, seeking quick, visual answers.

Furthermore, video content is shared with friends twice as often as other types of content. Videos help customers understand your products or services and enhance brand awareness. For instance, 58% of Instagram users feel more connected to a brand after watching its story.

Given this shift, treating social platforms as search engines in 2024 and beyond is crucial. Here’s a comprehensive guide on how to optimize for greater visibility across the most popular social apps:

1. TikTok

1. • Content Strategy: Focus on short, engaging videos that leverage trending sounds and challenges. Authentic, creative content performs best.
   • Optimization Tips: Use relevant hashtags and keywords in your captions to improve discoverability. Engage with trends and create content that aligns with popular themes on the platform.

2. Facebook and Instagram

1. • Content Strategy: Utilize a mix of posts, stories, and reels. High-quality visuals and interactive content (like polls and questions) increase engagement.
   • Optimization Tips: Optimize your profiles with keywords relevant to your brand. Use Instagram’s shopping features to enhance product visibility and leverage Facebook’s ad targeting to reach specific audiences.

3. YouTube

1. • Content Strategy: Create informative and entertaining videos that provide value to viewers. Optimize video titles, descriptions, and tags with relevant keywords.
   • Optimization Tips: Develop a consistent posting schedule and encourage viewer interaction through calls-to-action. Utilize YouTube’s analytics to understand what content resonates with your audience and change your strategy accordingly.

4. Pinterest

• • Content Strategy: Focus on visually appealing pins aligning with trending and seasonal themes. Create content that inspires and provides practical value.
  • Optimization Tips: Use descriptive, keyword-rich titles and descriptions for your pins. Create multiple pins for the same content to reach different audience segments and utilize Pinterest’s rich pins feature to provide more detailed information.

Understanding how your audience interacts with every platform and tailoring your strategy accordingly can significantly enhance your visibility and engagement in today’s search landscape.

Other Platforms to Keep in Mind for Optimization

In addition to social media, users increasingly rely on various other platforms for search and discovery, including generative AI chatbots like ChatGPT, app stores, and major ecommerce platforms such as Amazon. As with social media, it’s crucial to focus your optimization efforts to enhance visibility and achieve better results on these platforms.

Here’s a closer look at how to optimize for these critical areas:

5. ChatGPT and Generative AI Chatbots

1. • Content Strategy: Develop content that addresses common queries and provides insights related to your industry. Consider how your content can be helpful for chatbot interactions, such as answering frequently asked questions or providing product recommendations.
   • Optimization Tips: Use clear, concise language and focus on relevant topics to your audience’s needs. Integrate your content into conversational AI by ensuring it aligns with the questions users are likely to ask. Collaborate with chatbot developers to ensure your content is accessible and engaging.

1. App Stores (iOS App Store, Google Play)
   • Content Strategy: Optimize your app’s metadata, including the title, description, and keywords, to improve search visibility within the app stores. Create compelling visuals and screenshots that highlight your app’s features and benefits.
   • Optimization Tips: Encourage user reviews and ratings, as these significantly impact your app’s ranking and visibility. Keep your app’s content up-to-date and relevant, and use app store analytics to understand user behavior and preferences, refining your approach accordingly.
2. Amazon and Other Ecommerce Platforms
   • Content Strategy: Optimize your product listings with high-quality images, detailed descriptions, and relevant keywords. Ensure your product titles, bullet points, and descriptions are clear and informative.
   • Optimization Tips: Utilize Amazon’s A+ Content and Enhanced Brand Content features to showcase your brand and products more effectively. Monitor customer feedback to improve your listings and address common issues continually. Leverage sponsored ads and promotions to increase visibility and drive sales.

By extending your optimization efforts to these platforms, you can capture more audience and enhance your overall digital presence. Understanding how users interact with these platforms and tailoring your strategy to meet their needs will help you stay competitive and succeed tremendously in the evolving digital landscape.

Embracing the Future of SEO

SEO has evolved beyond traditional search engines. To stay ahead, brands must integrate diverse platforms into their search optimization strategy.

Evaluate your current marketing plan to identify where to apply these actionable insights. If you’re feeling overwhelmed or uncertain about the changes, consider exploring our monthly SEO packages and let our experts guide you through the optimization process.