SEO Is Becoming ‘Search Everywhere Optimization.’ Here’s How to Adapt.

And now, here we are in the age of “search everywhere optimization,” where Google is just one of many places people are searching. 

In this article, we’ll break down what search everywhere optimization is, why it matters, and how it affects your SEO strategies going forward. 

Here’s what you’ll learn:  

• What search everywhere optimization is: We’ll take a straightforward look at how SEO has evolved to encompass users’ queries across multiple search platforms.

• What entities are and why they matter: We’ll touch on how search engines understand concepts and topics, not just keywords.

• How to optimize for search everywhere optimization: From generative engine optimization (GEO) to entities and everything in between, we’ll show you how to maximize your search strategies to succeed in AI-driven and multiplatform search. 

Whether you’re a digital marketer, an SEO professional, a business owner, or someone who’s just curious about the evolution of SEO, this article is jam-packed with insights and tips to help you stay ahead in this brave new world of search everywhere optimization. 

What Is Search Everywhere Optimization? 

Search everywhere optimization is the evolved version of traditional SEO. Instead of just optimizing for Google, businesses now need to optimize across multiple search platforms, including: 

• Social media (Instagram, Facebook, YouTube, LinkedIn, and short-form video platforms). 
• AI-powered search (Google AI Overviews, ChatGPT, and Perplexity). 
• Forums and communities (Reddit and Quora). 
• Marketplaces (Amazon, Etsy, and eBay). 
• Voice search (Siri, Alexa, Google Assistant, and ChatGPT). 
• App stores and podcasts (iOS App Store, Google Play, and Spotify). 

Why? Because search habits are changing. Google isn’t the only place people go for answers anymore. 

How Do I Optimize for Search Everywhere? 

1. Traditional Search Engine Optimization 

Yes, traditional SEO still matters. Google isn’t going anywhere, and neither is the need to optimize for it. But the rules of the game keep changing, so you can’t rely on the same tired keyword-stuffing strategies from the days of old and expect to rank. Instead, here’s how you can thrive in today’s search landscape:

• Prioritize E-E-A-T like your visibility depends on it (because it does).

Google’s algorithm heavily emphasizes E-E-A-T (experience, expertise, authoritativeness, and trustworthiness). This means your content isn’t just about hitting keywords; it’s about proving you actually know what you’re talking about. Here’s how to optimize for it:

• • Showcase real-world experience. If you’re writing about finance, health, or any high-stakes topic, search engines want proof that you (or the content author) actually have experience in that field. Think credentials, author bios, and firsthand insights.
  • Build authority with strong backlinks. High-quality backlinks from trusted websites boost your credibility. No, spamming blog comments won’t cut it. Focus on guest posts, collaborations, and creating genuinely link-worthy content magnets (like high-quality pillar pages and helpful whitepapers or infographics).
  • Cite credible sources. Use research, data, and expert opinions to back up your claims. A well-placed stat from a reputable source makes you look like you did your homework.
  • Keep content fresh. Outdated content = outdated rankings and lessened visibility in search results. Regularly update your content with new data, examples, and trends to stay relevant. 

Pro tip: If you’re in a YMYL (your money, your life) niche like health, finance, or legal, Google is extra strict about E-E-A-T. So make sure your content is rock-solid and backed by legitimate expertise.

• Use structured data. Search engines are smart, but they still need help understanding your content. Enter structured data, which gives Google context about your website’s content. Why does this matter? Because structured data helps improve your chances of appearing in rich results (think star ratings, FAQs, breadcrumbs, and more).Here’s how you can implement structured data effectively:

• • Add FAQ schema to help your content appear in Google’s “People Also Ask” section.
  • Use article schema for blog posts to improve visibility in Google News.
  • Implement product schema if you’re selling something. This makes reviews, pricing, and availability show up directly in search results.
  • Use event schema if you’re hosting an event so Google can display date, time, and location details right in search results.

Pro tip: Not sure if you’ve done it right? Use Google’s Rich Results Test to check.

• Optimize for voice search. With smart assistants like Siri, Alexa, and Google Assistant becoming household staples, voice search is no longer a “future” trend. It’s happening right now. And guess what? The way people type and the way people speak are completely different, which means your SEO strategy needs to reflect that. Here’s what you should do:

• • Use conversational, question-based keywords. Instead of optimizing for “best coffee shop Denver,” for example, you might optimize for “Where’s the best coffee shop with free Wi-Fi in Denver?”
  • Focus on long-tail keywords. Voice searches tend to be longer and more natural — think full sentences rather than choppy keyword phrases.
  • Optimize for Featured Snippets. Voice assistants often pull answers from Google’s Featured Snippets, so aim for concise, well-structured responses to common questions.
  • Improve local SEO. A massive chunk of voice searches are location-based (e.g., “best brunch spots near me”), so make sure your Google Business Profile is fully optimized and your NAP (name, address, phone number) is consistent across all listings.

Pro tip: A great way to research voice search queries is by checking the “People Also Ask” section on Google or using tools like AnswerThePublic to find common questions people ask.

2. Generative Engine Optimization (GEO) 

If search engine optimization is about optimizing for Google’s traditional search, GEO is about optimizing for AI-driven search results. Instead of just ranking for keywords, GEO is about making your brand, content, and products discoverable within AI-generated responses.

In simpler terms: Traditional search engine optimization is like playing checkers, while GEO is like playing 4D chess. If you want AI search engines to pull your content into their responses, you need to go beyond keywords and focus on entity optimization, structured data, and authoritative signals.

Here’s how to make sure your brand is AI-friendly and visible in generative search results:

• Provide well-structured, concise answers. AI-generated responses prioritize clarity and brevity, so long-winded, fluff-filled content won’t cut it. Instead, your content should be structured, digestible, and easy for AI models to pull into their summaries.

• Answer questions directly in the first few sentences. Instead of burying the answer, put it front and center. AI models scan for quick takeaways, so make it easy for them.

• Use bullet points, numbered lists, and short paragraphs. This makes your content easier to process and more likely to be used in AI-generated responses.

• Break down complex topics into digestible chunks. If you’re covering a technical or detailed subject, create separate sections with clear subheadings.

• Use structured headers (like H2s and H3s) effectively. Google and AI models love well-organized content, so structure your blog posts and articles logically. 

• Leverage authoritative citations. AI models prioritize trustworthy, well-cited sources when generating responses. If your brand or content isn’t seen as credible, AI search engines will skip you in favor of more authoritative sources (think Wikipedia, Google Knowledge Graph, and major news outlets).Here’s how you can build AI-friendly authority:

• • Get listed in structured databases. Aim to have your brand, products, or key figures listed in sources like Google Knowledge Graph, Wikidata, Wikipedia, Crunchbase, and industry directories such as Moonfruit or Clutch.
  • Use structured data (schema markup). AI models favor content with clear authoritative signals, so leverage structured data like organization schema, person schema, and article schema to provide context.
  • Earn high-quality backlinks. AI models look at link authority just like Google does. If your content earns backlinks from websites with high Domain Authority, it’s more likely to be trusted by AI search engines.
  • Create original research and data-backed content. AI prefers sources with unique insights, statistics, and well-supported claims, so invest in research-based content that others will cite. 

Pro tip: Check your brand’s presence in Google’s Knowledge Panel. If your business or name doesn’t appear in structured results, work on getting listed in authoritative databases like Wikipedia, Wikidata, or industry-specific directories. 

• Create FAQ-style content. FAQs aren’t just for your customer service page anymore; they’re a goldmine for AI-driven search optimization. AI models prioritize question-and-answer format content because it’s easy to pull into direct responses and snippets.Here’s how to optimize with FAQ-style content:

• • Include an FAQ section in blog posts and landing pages. Answer common questions related to your topic using short, structured answers.
  • Optimize for “People Also Ask” on Google. Find popular questions in Google’s PAA section and answer them directly in your content.
  • Use Q&A schema markup. This helps AI and Google understand your FAQ content and improves its chances of appearing in AI-generated summaries.
  • Write conversationally. AI models prioritize natural, human-like language, so avoid overly robotic or technical phrasing.

Pro tip: Use tools like AnswerThePublic or Google’s “People Also Ask” feature to find trending questions related to your niche. Then, create content that answers these questions in a clear, structured way to boost visibility in AI-generated search results. 

3. Social Media Search Optimization 

If you’re still thinking of Instagram, LinkedIn, YouTube, and short-form video platforms as just social media apps, it’s time for a mindset shift. These are now full-fledged search engines. People aren’t just scrolling for entertainment; they’re actively searching for how-tos, product reviews, tutorials, and trends.

Translation: If your social content isn’t optimized for search, you’re missing out on organic discovery, higher engagement, and serious brand visibility.

Here’s how to make sure your content ranks on social media search engines:

• Use keyword-optimized captions. You already know that keywords are important for Google search, but did you know that social media platforms use keyword-based search algorithms too? Social media search queries tend to be short, casual, and question-based, so your captions, titles, and descriptions should reflect that. Here’s how to optimize social media captions for search:

• • Use natural language keywords. People are more likely to search for “best curly hair routine” on Instagram than “optimal hydration method for curly hair.” Write how people actually talk.

• • Prioritize key phrases at the beginning. Social platforms cut off captions after a few lines, so front-load your keywords (in a natural, conversational way) to boost visibility. 

• • Think like a searcher. Ask yourself, “What would my audience type into the search bar to find this content?” Use those phrases in your captions.

• • Don’t overdo it. Keyword stuffing is a bad look. Keep your captions clear, engaging, and readable.

Pro tip: Use TikTok’s and Instagram’s “Explore” feeds, YouTube’s auto-suggest, and LinkedIn’s keyword suggestions to find trending search queries in your niche. These tools show you exactly what people are looking for. 

• Use search-driven hashtags. Yes, hashtags are still relevant. No, you don’t need to use #blessed or #ThrowbackThursday unless they’re actually helping your content reach your audience. The key is choosing hashtags based on search behavior, not just viral trends. Here’s how to choose the right hashtags:

• • Use a mix of broad and niche hashtags. Example: Instead of just #fitness, try #BeginnerWorkoutTips or #StrengthTrainingForWomen. 

• • Check what hashtags influencers and competitors are using. If they’re ranking for a term, you probably should be too. 

• • Look at hashtag search volume. On Instagram and TikTok, search for a hashtag and see how many posts use it. Aim for medium-traffic hashtags (100,000-500,000 posts) instead of oversaturated ones (10 million+ posts). 

• • Use location-based hashtags for local reach. Example: #NYCRestaurants or #LondonFitnessTrainers. 

Pro tip: TikTok and Instagram prioritize text-based search over hashtags now, so don’t rely solely on hashtags. They should complement your keyword strategy, not replace it. 

• Prioritize short-form video. If you’re not making short-form video content (Reels, Shorts, TikToks), you’re making life harder for yourself. Every platform is prioritizing video in its algorithm because it keeps users engaged longer. More views = more exposure = more chances to rank in social search. Here’s how to optimize your short-form videos for social search:

• • Use on-screen text with keywords. Social platforms scan your captions, but they also scan the text in your video. Adding relevant text overlays boosts your discoverability.

• • Say your target keywords out loud. TikTok and YouTube use AI-generated captions to index videos for search. If you say, “Best budget skincare routine,” you’re helping your video rank for that term.

• • Hook viewers in the first 3 seconds. If people don’t stop scrolling, your content dies. Start with a question, bold statement, or eye-catching visual.

• • Keep it under 60 seconds (unless it’s YouTube). TikTok, Instagram Reels, and YouTube Shorts favor videos that are quick and engaging. 

Pro tip: Use TikTok’s search bar or YouTube’s auto-suggest feature to find trending topics; then, create short videos around those search terms. If people are searching for it, it’s content worth making. 

4. Video and Multimedia Search Optimization 

In a world where YouTube is the second largest search engine and short-form video platforms are more popular than ever, if you’re not optimizing for video search, you might as well be invisible. 

So how do you make sure your videos rank and get watched? 

• Optimize video titles, descriptions, and thumbnails. YouTube, TikTok, and Instagram Reels all reward high engagement, and the biggest factor in getting clicks is how compelling your title, description, and thumbnail are. Even if your content is great, no one will watch it if your title is boring and your thumbnail is forgettable. Here’s how you can optimize your videos for maximum clicks:

• • Write compelling, keyword-rich titles. Instead of “Workout Tips,” try “5 Beginner Workout Mistakes That Are Killing Your Gains.” The more specific, the better.

• • Front-load important keywords. Search engines prioritize the first few words, so put your main keywords upfront.

• • Keep descriptions detailed but readable. Use primary keywords in the first sentence; then, add supporting keywords naturally throughout.

• • Include timestamps for longer videos. This helps with the user experience and increases watch time by letting people jump to what they need.

• • Design eye-catching thumbnails. High-contrast colors, bold text, and expressive faces tend to perform best. Avoid using YouTube’s auto-generated thumbnails if possible. 

Pro tip: A/B-test different thumbnails and titles using YouTube Studio’s “Experiment” feature. A higher click-through rate signals to the algorithm that your video is worth promoting. 

• Use captions and transcripts. Search engines and AI models can’t “watch” your videos, but they can read captions, transcripts, and metadata to understand what your content is about. If you’re not adding captions and transcripts, you’re missing out on search visibility. Here’s how to optimize captions and transcripts for AI indexing:

• • Use auto-generated captions, but edit them. YouTube and TikTok offer automatic captions, but they’re often inaccurate. Manually edit them for clarity. 

• • Upload a full transcript. Adding a transcript in the video description improves search rankings, accessibility, and engagement.

• • Use burnt-in captions for social media. Platforms like TikTok and Instagram prioritize videos with on-screen text because they improve watch time. 

• Leverage trending sounds. TikTok and Instagram Reels don’t just rely on traditional search; they prioritize trending sounds, hashtags, and challenges. If you’re using outdated sounds or ignoring trending topics, your videos won’t get pushed to new audiences. Here’s how you can stay ahead of the trends:

• • Use TikTok’s and Instagram’s trending sounds. Open the sound library on TikTok or Instagram and check out the “trending” section to see what’s currently getting the most reach.

• • Choose sounds that fit your niche. Don’t just jump on trends randomly. Pick sounds that align with your brand message or content style. 

• • Incorporate trending hashtags. Just like sounds, hashtags impact discoverability. Use both niche and trending hashtags to maximize reach. 

Pro tip: Use tools like TrendTok (for TikTok trends) or Instagram’s “Explore” page to track rising trends before they peak. Being early to a trend increases your chances of going viral. 

5. E-commerce and Marketplace Search Optimization 

If you’re selling on Amazon, Etsy, eBay, or any other online marketplace, you need to understand one thing: These platforms have their own search algorithms.

Marketplace search engines prioritize relevance, conversion rates, and user engagement. That means your success depends on how well you optimize your product listings, how often your products get clicked on, and how many buyers actually make a purchase.

• Use high-intent keywords in product titles, descriptions, and reviews. When people search on Amazon or Etsy, they’re not looking for information — they’re looking to buy. That’s why using high-intent keywords (phrases that indicate someone is ready to make a purchase) is crucial. Here’s how to use keywords to optimize for marketplace search engines:

• • Include primary keywords in your product title. Amazon’s algorithm heavily weighs titles. Example: Instead of “Coffee Mug,” you would use something like “Large Ceramic Coffee Mug – 16 oz., Microwave Safe, Handmade Gift for Coffee-Lovers.”

• • Optimize your product description with natural keyword placement. Use both broad and long-tail keywords to cover different ways people search. 

• • Analyze competitor listings. Search for your product on Amazon or Etsy to see what keywords top-ranking competitors are using in their titles and descriptions.

• • Use high-intent phrases. Words like “best,” “affordable,” “gift for,” “handmade,” “durable,” and “official” signal to buyers that your product meets their needs. 

Pro tip: Use tools like Helium 10 (for Amazon), Marmalead (for Etsy), or Terapeak (for eBay) to find the highest-ranking keywords in your niche. These platforms analyze real-time search trends so you can understand exactly what buyers are looking for. 

• Leverage AI-driven recommendation engines. On platforms like Amazon, the search engine doesn’t just decide what to show in search results; it also recommends products based on user behavior. That’s why you need to optimize your product listing beyond just keywords.

• • Fill out every available product attribute. The more complete your product data is (size, color, material, category), the better Amazon and Etsy can match it to buyers. 

• • Use backend search terms. Amazon lets you add hidden keywords in the backend of your product listing. Use misspellings, synonyms, and alternate phrasing to cover all possible searches.

• • Encourage frequent clicks. If shoppers click on your product but don’t buy, that’s a signal that your listing might need better images or a clearer description.

• • Price competitively. Amazon’s AI favors listings that convert well, so having a competitive price can increase your chances of appearing in search results and recommendations.

Pro tip: Check the “Frequently Bought Together” and “Customers Also Viewed” sections on Amazon and Etsy. If your product isn’t appearing there, tweak your title, price, and attributes to better match similar bestsellers. 

• Encourage user-generated content (UGC). Search engines on Amazon, Etsy, and eBay prioritize listings with strong social proof. The more reviews and user-generated content your product has, the better it ranks. Here’s how you can get more reviews and UGC:

• • Ask for reviews the right way. Amazon and Etsy discourage incentivized reviews, but you can send follow-up emails encouraging customers to leave feedback.

• • Leverage post-purchase emails. Use Amazon’s “Request a Review” button, or send Etsy buyers a friendly, non-pushy reminder. 

• • Encourage photo and video reviews. Listings with real customer photos convert better and rank higher.

• • Use social proof in your product descriptions. If you already have great reviews, highlight them in your listing to reinforce trust. Example: “Loved by more than 5,000 happy customers!”

Entity optimization ensures search engines and AI understand who you are and what you offer across all platforms. Instead of just keywords, it focuses on semantic relationships between people, brands, and topics. 

While your website and its content serve as the tactical mechanism to drive visibility, authority, and relevance, the brand is the foundational entity that helps search systems interpret, connect, and surface as part of responses to users’ queries.  

That’s why brands must focus on entity recognition and becoming a recognized brand before optimizing for any specific search channel in this new age of search everywhere optimization. 

AI search engines (like ChatGPT, Bard, and Perplexity) pull from a mix of sources, including websites, structured data, and high-authority content hubs. So your goal is to make these entities relevant and authoritative enough to appear in AI-driven responses and to shape how AI systems interpret and connect those entities within the context of user queries. 

Entity optimization is the thread that runs through all four pillars of GEO: relevance, authority, structure, and engagement.  

• Relevance focuses on aligning entities with context. 

• Authority validates those entities. 

• Structure integrates them technically. 

• Engagement keeps them active in real-time conversations. 

Everything within GEO ultimately ties back to positioning the brand as a trusted entity in the AI ecosystem. While content serves as the tactical mechanism to drive visibility, authority, and relevance, the brand is the foundational entity that AI systems interpret, connect, and surface as part of responses to user queries. 

Checklist: How to Optimize for Entities Across Platforms 

Are you ready to tackle entity optimization across platforms? This checklist can help: 

• Traditional Search Engine Optimization

• • Use schema markup (JSON-LD) to structure data for search engines. 

• • Get listed in Google’s Knowledge Panel by adding your entity to Wikipedia, Wikidata, Crunchbase, and Google Business Profile. 

• • Optimize content for Google’s NLP models (BERT, MUM) by writing context-rich, semantically relevant content. 

• • Earn authoritative backlinks to strengthen entity recognition and credibility.

• • Maintain brand consistency across platforms (same handle, logo, and description). 

• • Use entity-based tagging and categorization (optimized hashtags, structured bios, and keyword-rich descriptions). 

• • Engage in conversational keywords that align with how users search on Instagram, LinkedIn, and short-form video platforms.  

• Video and Multimedia Search

• • Optimize spoken words, captions, and metadata, as YouTube extracts entities from transcripts. 

• • Include entity-based keywords in video titles, descriptions, and tags to improve search visibility. 

• • Align content with AI-driven trending topics for better discoverability. 

• • Add chapters and timestamps to help search engines understand video structure.  

• E-Commerce and Marketplace Search

• • Use structured product data (brand, category, attributes) to optimize for Amazon’s algorithm and Etsy search. 

• • Optimize product titles and descriptions with entity-based keywords. 

• • Ensure consistent entity categorization to improve AI-driven product recommendations. 

• • Collect and display user-generated content (reviews, photos, and videos) to reinforce entity trustworthiness.  

• Voice Search and AI Chatbots

• • Use FAQ-style content to match natural language queries on the likes of Alexa, Siri, Google Assistant, and ChatGPT. 

• • Implement speakable schema markup to improve AI-powered voice search discoverability. 

Search isn’t just happening on Google anymore. It’s happening everywhere. Brands need to shift from thinking about “SEO” in the traditional sense to search everywhere optimization. 

The key takeaways? 

• Be everywhere your audience is searching. 

• Make your content AI-friendly.