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.
Table of Contents
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 trained on.
Each platform has a different user base, different expectations, and different intent. The better you understand that, the more precisely you can create content that fits. When your message matches the platform and intent perfectly, you really stand out. (And that’s what modern visibility is all about.)
- Repackage, Don’t Just Repurpose
Yes, you can reuse content across platforms – but not as is. Search Everywhere Optimization demands content that feels native to the platform.
That blog post you wrote for Google? Turn it into a pinterest infographic, TikTok tip series, YouTube explainer video, Reddit AMA, LinkedIn carousel, Instagram stories mini-guide, etc.
It’s the same idea, just adapted for the user behavior and algorithm of each channel. When your content feels like it belongs, it performs better and, as a result, gets found.
- Optimize Profiles and Metadata Everywhere
If you want to win at Search Everywhere Optimization, you need to stop thinking of your website as the only place where people learn about your brand. Today, your presence on every platform – whether it’s YouTube, TikTok, LinkedIn, Amazon, or even Google Maps – is part of your discoverability ecosystem. And that means your profiles and metadata need to work just as hard as your homepage does.
Every platform gives you some form of metadata. That includes your profile description, page title, category selection, business hours, keywords, hashtags, tags, and more.
While the terminology and layout vary from one platform to another, the purpose is always the same: To help users (and the algorithm) understand who you are, what you offer, and why you’re relevant.
Each major platform has its own idiosyncrasies and unique needs. While we can’t provide an in-depth guide on each, here’s a snapshot of how to think through optimizing a few of the major channels:
YouTube Channel and Video Metadata
YouTube is a search engine in its own right. And most videos only get discovered because of solid metadata.
For your channel, make sure you write a keyword-rich channel description explaining what you cover and who it’s for. Then you’ll also want to use a consistent banner and include links back to your other platforms.
For each video:
- Use a compelling, searchable title that includes primary keywords.
- Write a detailed description (at least 250 words) with relevant terms and related resources.
- Add up to 15 strategic hashtags to improve discoverability.
- Create custom thumbnails that clearly communicate the video’s value.
- Use closed captions and accurate transcripts (bonus: they help with accessibility and search).
If your YouTube metadata is clear, the algorithm knows who to show your video to and your audience understands what they’re getting.
LinkedIn Business Page and Personal Profile
In the most basic sense, LinkedIn is a search engine for professionals. And it’s often the first thing someone checks when evaluating your business or expertise.
Optimize your personal profile by:
- Writing a strong headline (not just your job title) that includes keywords people might search for.
- Crafting a summary that explains what you do, who you help, and what results you deliver.
- Filling in every section with detail – skills, endorsements, experience, and education.
For your company page:
- Use a short, memorable tagline that reflects your value proposition.
- Write an About section that includes your core services and audience.
- Add your website, logo, cover image, and business specialties.
- Publish content regularly that reflects your voice and expertise.
Amazon Storefront and Listings
If you sell products on Amazon, your metadata is everything. Buyers don’t read every word – they scan. But the algorithm? It reads it all.
For each product listing:
- Include exact keywords in your product title (brand, product type, size, color, etc.).
- Use bullet points to call out major features and benefits.
- Write a descriptive product description that supports decision-making and reinforces value.
- Add backend search terms in Seller Central that you don’t already use on the page but are still relevant.
- Upload clear, high-resolution photos and videos.
Don’t forget your brand storefront – it should feel like a mini website that reflects your visual identity and walks shoppers through your full offering.
- Focus on Visual and Voice Search
Search is evolving beyond just text.
- Visual search is growing fast. People are using tools like Google Lens, Pinterest Lens, and Instagram’s camera to search with images. This means your product photography, thumbnails, and pins should be searchable and optimized with alt text and metadata.
- Voice search is another major trend. On Google and even smart speakers, people are asking full questions. Structure your content accordingly. Use natural language. Answer questions directly. Include FAQs wherever possible.
If your content is both visually compelling and conversationally relevant, you increase your visibility across more search channels.
- Train Your Team to Think Cross-Platform
This isn’t a solo effort. Your content writers, social media managers, designers, video editors, and marketing strategists all need to understand the Search Everywhere mindset.
You don’t want siloed efforts where your blog content lives in one world, your YouTube lives in another, and your social content doesn’t link back to anything.
Instead, create unified campaigns where each team member knows how their piece fits into the broader visibility strategy. When your team is aligned, your message gets amplified across every search channel.
Build Your Search Everywhere Optimization Strategy
If SEO was about optimizing for Google, Search Everywhere Optimization is about optimizing for people – wherever they are.
You’re no longer just a content creator. You’re a searchable brand. And that means being discoverable across every corner of the digital landscape: from search engines and social feeds to marketplaces and micro-communities.
Start small if you need to.
Pick one or two new platforms to explore. Repackage your best-performing content. Learn the language of the space. Then expand outward from there.
The brands that master this next wave of discoverability aren’t just going to win clicks – they’re going to win trust, attention, and long-term loyalty.
And you? You’ll be right there, everywhere your audience is searching.
At SEO.co, we’re always on the frontlines of the evolution of search engine optimization services and strategies. And that includes this new movement into a search everywhere approach.
If you’d like to learn more about how you can implement some of what we’ve covered in this article, we’d love to have a chat with you and your team!
Please contact us today to see how we can help you establish a presence for your brand on a variety of platforms!
Tim holds expertise in building and scaling sales operations, helping companies increase revenue efficiency and drive growth from websites and sales teams.
When he's not working, Tim enjoys playing a few rounds of disc golf, running, and spending time with his wife and family on the beach...preferably in Hawaii.
Over the years he's written for publications like Forbes, Entrepreneur, Marketing Land, Search Engine Journal, ReadWrite and other highly respected online publications. Connect with Tim on Linkedin & Twitter.
- Search Everywhere Optimization: The New and Improved SEO - April 14, 2025
- Best Link Building Strategies for SEO in 2025 - April 1, 2025
- What Is Noreferrer in the Context of SEO? - March 11, 2025
