Search Everywhere Optimisation: Reaching Audiences Beyond Google
- John Micciche
- May 30
- 3 min read
When most people hear “search engine optimisation”, they think of Google. But in 2025, that mindset is outdated.
Today’s consumers are searching everywhere — on TikTok, YouTube, Instagram, Amazon, even ChatGPT. If your business isn’t showing up on these platforms, you’re missing out on a massive share of potential customers.
This shift is driving a new approach called Search Everywhere Optimisation (SEO 2.0) — a strategy focused on improving visibility across all the digital platforms your audience uses to discover products, services, and answers.
What Is Search Everywhere Optimisation?
Search Everywhere Optimisation means tailoring your content so it’s discoverable across multiple search-driven platforms — not just traditional search engines.
It involves understanding how people use:
Social media as a search engine (especially Gen Z on TikTok)
E-commerce platforms like Amazon or Etsy
AI tools like ChatGPT and Bing Copilot
Voice search on mobile and smart devices
Why This Matters More Than Ever
In 2025:
Over 50% of product searches start outside Google.
TikTok is now the #1 search tool for Gen Z.
AI assistants are becoming the first stop for everyday queries.
Your customers are no longer following one search path — they’re following many. That’s why visibility on all relevant platforms is essential for small businesses.
Platforms to Optimise For (Beyond Google)
1. TikTok and Instagram
Users search for recommendations, reviews, and tutorials using hashtags, sounds, and natural language queries.
What to do: Use clear captions, voiceovers, and keywords in your TikTok and Reel content. Add location tags and service-based hashtags (e.g. #LoughboroughSEO or #SmallBusinessWebDesign).
2. YouTube
It’s the second-largest search engine. YouTube content ranks on Google and helps with trust and brand building.
What to do: Create helpful how-to videos or explainers, include keywords in the title/description, and add timestamps for common questions.
3. ChatGPT and AI Search
Users now ask AI tools for business recommendations, marketing tips, or service explanations. AI pulls answers from structured content, FAQs, and high-authority sources.
What to do: Structure your website content with clear headings, schema markup, FAQs, and conversational language.
4. Voice Assistants
Alexa, Google Assistant, and Siri use local business listings and structured web data.
What to do: Keep your Google Business Profile up to date, and use schema on your service pages and blogs.
5. E-Commerce & Directories
If you sell products, marketplaces like Etsy or Amazon matter. Even for services, platforms like Yelp and Bark are part of the discovery journey.
What to do: Maintain consistent listings, reviews, and high-quality photos across platforms.
Key Strategies for Search Everywhere Optimisation
1. Diversify Content Formats
Repurpose your blog into a video. Turn videos into carousels. Turn FAQs into ChatGPT-friendly snippets.
2. Use Conversational Keywords
Think in questions and voice-style phrases:
“Where can I get a website made near me?”“Best SEO tips for small business in 2025”
3. Optimise Metadata Everywhere
Each platform has its own version of a title, description, or hashtag. Use them — consistently.
4. Stay Locally Relevant
Use your location naturally across platforms. Add town-specific hashtags, service descriptions, and contact details.
Final Thoughts
SEO is no longer just about ranking #1 on Google — it’s about being found wherever your audience searches.
With Search Everywhere Optimisation, your business can appear in AI chats, TikTok videos, voice answers, and more — creating a presence that’s as dynamic and multi-platform as your customers.
Want to know if your business is findable across platforms?👉 Request a free SEO Health Check today and we’ll audit your visibility — beyond just Google.
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