Search Everywhere Optimisation: Why People Don’t Just Search on Google Anymore

Search Everywhere means getting found wherever people look for information. Not just Google.

Here’s what I noticed last week. I asked ChatGPT a question about marketing strategy. Searched LinkedIn for industry insights. Asked Siri for a quick fact. Browsed TikTok for tutorial videos.

That’s four different “search engines” in one day. None of them were Google.

Your customers do this too. Search Everywhere means being visible on all these platforms.

Why This Matters Now

Traditional SEO focused on Google rankings. That made sense when Google was the only place people searched.

Not anymore.

Where people search today:

• Google for comprehensive research
• ChatGPT for quick explanations
• LinkedIn for professional insights
• TikTok for how-to videos
• YouTube for detailed tutorials
• Reddit for honest opinions
• Voice assistants for immediate answers
• Industry forums for expert discussions

Each platform has different users looking for different things. You need visibility everywhere your audience goes.

Search Everywhere vs Traditional SEO

The goal changes. Instead of ranking #1 on Google, you want to be the recognised expert wherever people look for information about your topic.

The Core Components

Component 1: Traditional Search Foundation

You still need solid Google presence. Most website traffic still comes from traditional search.

Keep doing:

• Technical SEO basics
• Quality content creation
• Local search work for businesses
• Mobile-friendly design
• Fast loading speeds

This stays your foundation. Everything else builds on top.

Component 2: AI Platform Visibility

AI engines like ChatGPT and Perplexity need different content approaches.

What works for AI:

• Direct answers to common questions
• Well-structured information with clear headings
• Expert insights with supporting data
• Recent content with update dates
• Quotable statements and facts

Component 3: Social Platform Discovery

People search within social platforms more than you might think.

LinkedIn search for professional topics and industry insights TikTok search for tutorials and entertainment YouTube search for detailed explanations and demos Reddit search for honest opinions and discussions

Each platform rewards different content formats and engagement styles.

Component 4: Voice and Visual Search

Voice assistants and image search create new discovery opportunities.

Voice search wants conversational answers to spoken questions Visual search needs optimised images with proper descriptions Local voice search for “near me” queries and business information

Platform-Specific Strategies

Each platform works differently. What gets you found on LinkedIn won’t work on TikTok.

Google Search Strategy

Focus: Traditional SEO fundamentals Content: Long-form guides and comprehensive articles Format: Well-structured pages with proper technical setup Users: People doing research and looking for detailed information

AI Answer Engine Strategy

Focus: Getting cited in AI responses Content: Expert insights and quotable facts Format: Clear answers with supporting evidence Users: People wanting quick, authoritative answers

LinkedIn Search Strategy

Focus: Professional thought leadership Content: Industry insights and business advice Format: Professional posts and detailed articles Users: Business professionals and decision makers

YouTube Search Strategy

Focus: Video content discovery Content: Educational tutorials and demonstrations Format: Optimised video titles, descriptions and transcripts Users: People preferring visual learning and step-by-step guidance

I’ve found that most businesses try to use the same content everywhere. That’s a mistake. Each platform has different user expectations and algorithms.

Building Authority Across Platforms

Consistent Expertise

Your core message should stay consistent even when content formats change.

Example: If you’re a marketing consultant

• Blog articles about marketing strategy
• LinkedIn posts with quick marketing tips
• YouTube videos showing strategy implementation
• ChatGPT citations for marketing definitions

Same expertise. Different formats for different platforms.

Content Adaptation

Take your best insights and adapt them for each platform.

One strategy insight becomes:

• A detailed blog post for Google search
• A quick tip for LinkedIn
• A tutorial video for YouTube
• A clear answer for AI engines
• A discussion starter for Reddit

Cross-Platform Linking

Connect your presence across platforms without being spammy about it.

Natural connections:

• Link to your website from social profiles
• Reference other content in platform posts
• Create content series that span multiple channels
• Build consistent branding across all platforms

Implementation Strategy

Phase 1: Foundation (Month 1)

Audit your current presence Where do you already have visibility? What’s working? What platforms are you completely missing?

Identify your audience’s search behavior Where do they go for different types of information? Professional advice vs quick answers vs entertainment?

Pick your priority platforms Start with 3-4 platforms where your audience is most active. Don’t try to be everywhere at once.

Phase 2: Content Adaptation (Months 2-3)

Repurpose your best content Take your top-performing blog posts and adapt them for each priority platform.

Create platform-specific content Some content only works on specific platforms. LinkedIn articles differ from TikTok videos.

Test and measure Track what content formats perform best on each platform.

Phase 3: Authority Building (Months 4-6)

Establish thought leadership Become known for specific expertise on each platform.

Build engagement Respond to comments, join discussions, create conversations around your topics.

Monitor brand mentions Track where your brand and content get mentioned across platforms.

Common Mistakes

Mistake 1: Same Content Everywhere

Posting identical content across all platforms usually means it works poorly everywhere.

Each platform has different user expectations. Adapt your content accordingly.

Mistake 2: Spreading Too Thin

Trying to maintain presence on 10+ platforms usually results in weak performance everywhere.

Better to dominate 3-4 relevant platforms than be barely visible on many.

Mistake 3: Ignoring Platform Culture

Each platform has its own vibe and expectations. LinkedIn content sounds different than Reddit content.

Spend time understanding platform culture before posting.

Mistake 4: No Cross-Platform Strategy

Treating each platform as completely separate missed opportunities to build unified authority.

Your platforms should reinforce each other while respecting their differences.

Measuring Success

Cross-Platform Metrics

Visibility indicators:

• Brand mentions across different platforms
• Search visibility for your target topics
• Share of voice in industry discussions
• Cross-platform traffic to your website

Authority signals:

• Engagement rates on different platforms
• Citations and references from other sources
• Industry recognition and speaking opportunities
• Quality of audience growth across channels

Platform-Specific Tracking

Traditional search: Rankings, organic traffic, featured snippets AI platforms: Citations, brand mentions, question coverage Social platforms: Engagement, reach, follower quality Voice search: Local visibility, featured snippet captures

Future Trends

Search behavior keeps changing. New platforms launch regularly.

What I’m watching:

• Industry-specific AI assistants for specialised searches
• Visual search growth across platforms
• Voice search integration in more apps
• Personalised AI recommendations based on user behavior

Staying adaptable: Focus on building genuine expertise rather than platform-specific tricks. Quality content and real authority translate across platforms better than tactical approaches.

Getting Started

This week: Audit where your audience searches for information about your topics

Next week: Pick 2-3 priority platforms beyond Google

Month 1: Create adapted content for each priority platform

Month 2: Start building consistent presence and engagement

Month 3: Measure what’s working and double down on successful approaches

Don’t overthink this. Start where your audience already spends time. Build authority there. Then expand to additional platforms.

Search Everywhere means being helpful wherever people look for information about your expertise.

Most of your competitors only think about Google. That gives you an opportunity to build authority on platforms they’re ignoring.

Learn how to master visibility across all search platforms with our complete guide.