Search Everywhere Optimisation: Be Found on Every Platform
Search no longer starts in one box. People search TikTok for restaurants, YouTube for how-tos, Amazon for products, Reddit for honest opinions and ChatGPT for recommendations. We plan visibility across all of them, as one strategy.
Search everywhere optimisation is a strategy for making a brand discoverable wherever its audience searches, including Google, AI assistants, video and social platforms, marketplaces, app stores and communities, using each platform's own search behaviour rather than a single-channel SEO plan.
Why one search box is not enough
Google itself flagged the shift years ago. At Fortune's Brainstorm Tech conference in 2022, Google's Prabhakar Raghavan said internal studies showed roughly 40% of young people turned to TikTok or Instagram rather than Google Maps or Search when looking for a place to have lunch (TechSpot on Google's Fortune Brainstorm Tech remarks). Since then, AI assistants have added another front door: ChatGPT reported 900 million weekly active users in February 2026 (TechCrunch, Feb 2026).
Marketplaces are search engines too. Amazon reported around $68 billion of advertising revenue in 2025 (Marketing Dive, 2026), most of it from brands trying to appear in product search. And Apple says nearly 65% of App Store downloads happen directly after a search (Apple Ads).
Platforms we plan for
| Platform | What people search for | What we optimise |
|---|---|---|
| Google and AI Overviews | Everything, especially commercial and local | Pages, entities, reviews, structured data |
| ChatGPT, Gemini, Perplexity | Recommendations and comparisons | Citable content, mentions, consistency |
| YouTube | How-tos, reviews, explainers | Titles, chapters, transcripts, thumbnails |
| TikTok and Instagram | Places, products, ideas | Keyword-rich captions, on-screen text, creators |
| Reddit and forums | Honest opinions | Genuine participation, expert answers |
| Amazon and marketplaces | Products | Listings, reviews, retail media |
| App stores | Apps | ASO |
How we run it
One research phase across platforms, one set of priority topics and one content engine that produces native versions for each platform. We then track visibility per platform and in AI answers, which increasingly draw on YouTube and Reddit; Pew found YouTube and Reddit among the most cited sources in Google's AI summaries (Pew Research Center, July 2025).
Start where your buyers already are. We use customer surveys and analytics to choose two or three platforms to lead with, rather than spreading effort thin.
FAQ
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