Search Everywhere Optimization: The New and Improved SEO
You already know the basics of traditional SEO. You optimize your website for keywords, fine-tune your meta descriptions, build backlinks, and cross your fingers that Google ranks your content somewhere near the top. But guess what? The search landscape isn’t what it used to be. People aren’t just searching on Google anymore. They’re using YouTube to find how-to videos. They’re typing product names into Amazon. They’re using TikTok to research restaurants and experiences. And let’s not forget LinkedIn, Instagram, Reddit, Pinterest, and even ChatGPT. If you’re still optimizing just for Google, you’re missing the bigger picture – and probably a big chunk of your potential audience. Welcome to the era of Search Everywhere Optimization. This isn’t just a clever rebrand of SEO. It’s a major shift in how you think about discoverability. And if you want to compete (and win) in today’s fragmented attention economy, you need to understand what it takes to be searchable everywhere your audience looks. What Is Search Everywhere Optimization? Search Everywhere Optimization (or SEO 2.0, as some are calling it) is a holistic, platform-agnostic strategy to make sure your brand shows up wherever people are searching. It’s about treating every platform (not just Google) as a search engine in its own right. Because they are. And the algorithms behind them are designed to serve up answers, recommendations, and results based on intent and relevance. Let’s say you sell skincare products. Five years ago, you might’ve focused all your energy on ranking blog posts on Google like “best retinol cream for sensitive skin.” That still matters – but now, you also need to be showing up in: YouTube searches for skincare routines TikTok hashtags like #retinolresults Amazon queries for anti-aging products Pinterest boards about skincare hacks Reddit threads on skin concerns LinkedIn posts if you’re targeting professional buyers or industry peers Each platform has its own algorithm, culture, and content style. But the goal is the same: When someone is looking, you want to be there. If you want to stay relevant, you need to adapt to this new approach. People no longer rely solely on Google. They go where they trust the community or format more. (Especially Gen Z, who are using TikTok like a visual search engine.) On top of this, we’re noticing that attention is fractured. In other words, you can’t assume your audience will make their way to your website. They’re on apps, marketplaces, and forums. You have to meet them there. Plus, we’re seeing that organic search is saturated in many industries. Expanding your presence gives you more opportunities to rank somewhere and be seen. That’s why a shift to the “new” SEO matters so much. And in the rest of this resource, we’re going to show you some of the tactical ways you can begin executing a search everywhere approach to SEO. How to Execute Search Everywhere Optimization So how do you actually start optimizing for everywhere? It begins with a mindset shift – and then a very strategic rollout. Let’s break it down into a few key areas: Understand Intent Across Platforms If you’re trying to build visibility, you can’t treat every platform like it’s Google. People go to different platforms with different needs, expectations, and behaviors. That means your content and optimization strategies must match the intent behind each platform’s search experience. Some of the important platforms to account for include: Google. When someone types a search into Google, they’re often looking for a direct answer, detailed information, or a product or service to solve a problem. The intent here is clear: give me what I’m looking for now. This is where long-form blog posts, in-depth guides, product pages, and local SEO play a huge role. People might be in research mode, comparison mode, or ready-to-buy mode, but the common thread is intent-driven search. YouTube. YouTube is a visual search engine, and user intent here usually centers around learning, watching, or evaluating. People search for tutorials, product demos, reviews, “how-to” guides, or even lifestyle content that aligns with their interests. It’s not just about SEO – it’s about video engagement, watch time, visual storytelling, etc. Amazon. Amazon is all about buyer intent. If someone is typing your product’s name – or anything close – into Amazon’s search bar, they’re very close to making a purchase. That’s why your listing needs to do more than just describe your product – it needs to persuade. TikTok. On TikTok, users aren’t searching with clear product or service intent. In most situations, hey’re looking for authenticity, discovery, and visual inspiration. But TikTok has become a top search tool, especially among younger audiences. They’ll search for restaurant reviews, book recommendations, fashion ideas, or even how to fix a leaky faucet. Reddit. Reddit users come for honest, peer-driven advice. If they’re searching in a subreddit, they’re looking for real people’s experiences, opinions, and unfiltered feedback. They’re skeptical of brands, which means your tone and approach must be especially careful. Pinterest. Pinterest is a visual discovery engine focused on aspiration and planning. Users come here to gather ideas for events, outfits, recipes, renovations, and more. They’re not necessarily ready to buy, but they’re in research mode and building their ideal outcomes. LinkedIn. LinkedIn is built for professional intent. Searches here are about thought leadership, networking, career growth, and industry insights. If you sell B2B services or want to position yourself as an expert in your field, this is the platform where credibility matters most. Instagram. The Instagram search algorithm is driven by hashtags, keywords, and geotags, but it’s still heavily visual. Users are in scroll mode, but they’re also looking for inspiration, aesthetics, and lifestyle alignment. So, your content needs to do the talking through images, reels, and carousels. ChatGPT and AI Assistants. AI tools are now a go-to resource for quick answers and content exploration. When someone asks ChatGPT for the “best email marketing tips” or “what CRM to use,” the tool pulls from high-authority content, FAQs, and brand language it has been