Search engine optimization (SEO) is evolving on a regular basis. Google is not the only focus of SEO efforts today. Search has become a multifaceted endeavor and spans across various platforms including social media and e-commerce sites. The diversification needs a new approach and it is to search everywhere for optimization.
Today people seek information across multitude of platforms such as YouTube, TikTok and ChatGPT. The shift demands SEO professionals to adapt their strategies to optimize content for visibility across diverse platforms. Google’s Search Liaison Danny Sullivan highlighted the shift lately saying one of the ways to be successful is to think beyond Google.
Implementing a “search everywhere” strategy has some challenges too. Large organizations often operate in silos. They have different teams to handle the social media platforms, marketplacec and app stores with respect to optimization separately. The disjointed approach can hinder integration of SEO best practices across all channels.
Social media platforms are now critical players in the search ecosystem. TikTok’s influence on search demand is undeniable. Products and trends usually gain popularity on TikTok and often it is seen the same get spike in Google searches. Using relevant keywords, hashtags and engaging content can drive significant traffic and conversions. Same is suggested for other social media platforms such as Facebook and Instagram.
YouTube still remains a powerful platform for SEO. Optimizing video content on the platform can boost visibility on YouTube as well as on Google search results. Engaging content, proper use of keywords and high-quality production are the key to success.
Generative AI tools like ChatGPT are also emerging lately as significant players in the search landscape. Brands can tap into a new source of leads and visibility. Similarly, e-commerce platforms like Amazon function as search engines too.
