For over 20 years, Google has been synonymous with search. When we’ve talked about SEO, we’ve talked almost exclusively about ranking on Google. But there’s been a subtle shift in our search behaviours over the last couple of years and Search Everywhere optimisation (or SEOx) is now the new kid in town.
Now, we’re not only searching for the answers to all our questions on the big G, but we’re also looking using the search functionality on platforms like TikTok, YouTube, Amazon, Reddit, and AI tools.
In fact, around 74% of Gen Z use TikTok’s search function when they’re looking for inspiration, with over half of them favouring this over Google. (Source: EMarketer)
Of course, we’re not saying that Google isn’t important – it hasn’t quite been knocked off its perch yet. But as digital marketers we need to evolve to ensure that our content is still working as hard as ever to drive traffic and, ultimately, conversions.
And that’s where Search Everywhere optimisation comes in. Read on to find out more about Search Everywhere and how you can adjust your current content strategy to meet the needs of an ever-changing landscape.
What is Search Everywhere?
Users now have more options than ever before when it comes to searching for information. Beyond the traditional search engines such as Google and Bing, there are also a range of other platforms that offer search functionality.
Search Everywhere Optimisation – or SEOx – is a multi platform digital marketing strategy which involves considering every digital channel as a potential search engine and optimising content for visibility on each of those channels. This then helps meet the user’s needs in their preferred space.
SEOx is a natural evolution of SEO (search engine optimisation) as it widens the focus from just search engines to include social media, AI and other platforms.
Where are people searching now?
Although there are potentially hundreds of platforms where your users may be searching, for ease, we’re going to group these into four main categories:
- Traditional search engines: The classic form of search that we’re all used to optimising for where users type their query and receive a list of results. Google and Bing are the major players here, although other search engines shouldn’t be ignored.
- Social media platforms: Most social media platforms have their own search functionality, giving posts, videos, and conversations as the results. Search results here are seen as more authentic and relevant, often coming from creators or peers. Social media platforms include TikTok, YouTube, Instagram, LinkedIn, Threads, and X.
- Generative AI tools: AI tools such as Large Language Models (LLMs) give direct answers to natural language questions instead of a list of results. Often, these are used by people who want complete answers quicker than they can find using traditional search. Examples of AI tools include Gemini, ChatGPT, and Claude. There’s plenty to go at here with AI overviews citing 13.3 sources on average. (source: SE Ranking)
- Marketplace search: Searches within closed marketplaces such as Amazon, e-commerce platforms, and app stores. These high intent users are searching for something to download, action, or purchase.
How content can evolve for Search Everywhere
This multi-faceted search means that content now needs to be optimised for discovery rather than ranking, and that might mean that you need to tweak your content marketing strategy slightly for the year ahead.
The good news is that a lot of the principles we’ve always followed (writing to clearly answer real questions, E-E-A-T, using keywords naturally, etc) are still relevant and important.
It’s more about making sure that content is multi-purpose, rather than ripping up the rulebook and starting again from scratch.
Actionable ways to optimise content for Search Everywhere
Here are some actionable ways to optimise your content that you can add to your to-do list (or your agency’s!) today.
Summary – 5 actionable ways to optimise content for Search Everywhere
- Write to answer real questions
- Optimise headings
- Include summary sections
- Keep content credible
- Audit existing content
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Write to answer real questions
When creating content, it helps to come at it from the point of view of the user, rather than looking at how each platform indexes. Find real questions from your customers during sales calls, forums, and support tickets. The People Also Ask section on Google is also a helpful prompt.
Questions can be transformed into individual articles or used as h2s or h3s in wider posts. Answering questions clearly in a couple of sentences before expanding will help you to appear in featured snippets and AI summaries. We’ve found that our FAQ content has had incredible results for some of our clients.
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Optimise headings
Headings play a huge part in discoverability, and therefore should work just as hard as your content. Avoid using vague terms like “Key points” or “Overview” and try to use natural language. Steer clear of keyword stuffing at all costs!
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Include summary sections
Short summaries and key takeaways will help your content to appear in previews and in AI answers. They also help readers who are busy and want to quickly scan an article for the information they need. Use bullet points and keep language clear and concise to summarise your points.
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Keep content credible
Trust is one of the ranking factors on every search engine. It also helps to position your brand as the industry expert. Include sources, dates, and context where it’s relevant, and be sure to keep your content accurate and up to date. Scheduling in an annual content review will help you to do this.
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Audit existing content
This is one of our favourite wins here at The Content Marketing Team. You’ve probably already got stacks of content on your website which could be performing better, so don’t rush to start creating new content without freshening up your existing content first.
We’ve worked on many content reinvigoration projects that have seen brands go from zero to hero across multiple search platforms.
Forget rankings, focus on discovery
Search is no longer just about Google, or even search engines for that matter. Search happens wherever people are looking for answers and inspiration, be that social media or AI tools.
Optimising for Search Everywhere doesn’t mean forgetting everything you know about SEO. It means taking these principles and expanding on them.
