Why you shouldn’t ignore search everywhere optimisation in 2025

In today’s fast-paced digital era, users expect quick, seamless access to reliable information wherever they spend their time. Search is no longer confined to traditional search engines—it is happening everywhere, across multiple platforms and channels. Imagine the digital landscape as a vast ocean, with users navigating countless currents to find the information they seek. In this sea of possibilities, businesses must cast a wide net to ensure their presence is felt wherever their audience chooses to explore.

SEO no longer stands for Search Engine Optimisation; it is now Search Everywhere Optimisation.

But what is it exactly?

Search Everywhere Optimisation (SEO) refers to the practice of optimising a business' digital presence across all platforms where users search for information—not just on Google, but also on social media, ecommerce platforms, voice assistants, apps, and even internal search tools within websites. It ensures that businesses remain visible and discoverable no matter where their audience is looking.

This strategy is crucial because user behaviour has evolved significantly. People now rely on multiple touchpoints to gather information, make decisions, and interact with brands. For example, users might search for product reviews on YouTube, look for recommendations on TikTok, or ask Alexa for quick answers. If a business is not optimised for these channels, it risks losing visibility and potential customers to competitors who are more accessible.

By embracing search everywhere optimisation, businesses can enhance visibility, improve user experience, and drive engagement and conversions.

Here is an in-depth look at the channels reshaping the search landscape in 2025:

1. Search engines: The foundation of visibility

Traditional search engines like Google remain essential in the search landscape, holding a 91.54% global market share as of 2023 (StatCounter). They continue to drive 57.8% of global web traffic, making them indispensable for attracting and retaining users. Moreover, being on the first page of search results significantly boosts credibility and discoverability, as 75% of users never scroll past the first page (Forbes).

How to optimise:

• Align with Google’s E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) principles.
• Create high-quality, comprehensive content that addresses user intent.
• Remember, SEO is a marathon, not a sprint: You need to build a solid foundation to achieve long-term, enduring visibility.

2. Social media: The visual search revolution

Social media platforms are not just for connecting but are now powerful search tools. A 2024 Forbes study found that 24% of users turn to them for answers, with 46% of Gen Z relying on platforms like TikTok and Instagram as their primary search engines. Meanwhile, 57% of users seek video-based information on YouTube.

How to optimise:

• TikTok: Focus on keywords in video text, hashtags, location tags, and your profile.
• Facebook: Personalise your URL, complete business details, use keywords in the "About" section and posts, and add a clear CTA and message button for engagement.
• Instagram: Enhance discoverability with keywords in your profile, captions, hashtags, location tags, and alt text for images.
• YouTube: Use keywords in titles, descriptions, tags, and spoken content. Optimise Shorts with attention-grabbing, keyword-rich headlines and captions.

Winning in social media search requires relevance and creativity. Do not just optimise—create fresh, engaging content that captivates your audience.

3. Podcasts: The power of audio search

Research by AnalyticsIQ shows that 46% of podcast listeners learn about a new brand or product through podcasts, and 23% have made a purchase based on an ad or sponsorship. MediaPost reveals that the most popular products purchased through podcast ads include food and beverage (46%), health and wellness (40%), and beauty products (26%).

How to optimise:

• Upload and optimise for YouTube to make in-video keywords visible (see number 2).
• Optimise metadata and audio descriptions for search engines.

4. Large language models (LLMs): AI-driven assistance

AI tools like ChatGPT and Google Bard are transforming the way users search for information. These models provide instant, conversational answers, simplifying complex queries into actionable insights.

Moreover, the launch of SearchGPT, an ad-free, AI-powered assistant within ChatGPT, is revolutionising the way people search by prioritising quality and relevance, meeting users' demands for a cleaner and more efficient search experience. A ClickPop study revealed that 65.3% of users prefer websites recommended by ChatGPT over those from Google.

How to optimise:

• Provide detailed and specific descriptions of your product or service, along with contextual information.
• Use conversational language, avoid jargon, and write in an active voice.
• Add FAQs, multimedia elements, and metadata. Ensure your data is structured for easy processing by LLMs using formats like JSON or XML.

Incorporate LLM-optimised content that is conversational and context-aware to stay ahead in AI-driven search.

5. Marketplaces: Where search meets purchase

E-commerce platforms like Amazon, Etsy, and Shopee are becoming search-first destinations, where users directly look for products and reviews. With 63% of online shoppers starting their product searches on Amazon (Jungle Scout) and 54% of millennials preferring marketplaces over standalone brand websites (Statista), marketplaces have become integral to the buyer journey.

How to optimise:

• Use detailed product descriptions and features with relevant keywords.
• Include high-quality images and videos with keyword-optimised titles.
• Answer frequently asked questions about your product.

6. Forums and communities: Trust through conversation

Platforms like Reddit, Quora, and niche forums thrive on trust and credibility, making them essential for connecting with engaged audiences. On Reddit, 90% of users trust the platform to learn about products, surpassing Google in perceived reliability.

Reddit has also launched Reddit Answers, an AI-driven tool that summarises key discussions, posts, and community insights, offering quick, reliable answers and deeper engagement through follow-up queries. This further establishes it as a vital channel for search optimisation.

How to optimise:

• Reddit: Tailor content to subreddits, use clear titles with keywords, and engage with comments.
• Quora: Provide thorough, source-backed answers and engage with follow-up questions.

• Write clearly, conversationally, and focus on delivering valuable insights without overt promotion.
• Consider launching and moderating your forums to build a community.

Search today is about meeting users where they are. By leveraging the strengths of each platform, you can create a seamless, multi-channel presence that ensures your brand is always within reach.

While optimising for multiple platforms may seem overwhelming, it is entirely achievable with the right approach. Partnering with experts who understand the nuances of each channel can significantly enhance your visibility, ensuring your brand is present wherever your audience is searching—effortlessly and stress-free.

Nitesh Shrivastava is head of SEO at GrowthOps.