Meet SEO's New Era: Search Everywhere Optimization
Searching is no longer limited to Google’s search bar. Searching now takes place in ChatGPT, Instagram, Perplexity, Google Business Profile, and more. Search everywhere optimization is the strategy built for this new era of searching.
Key takeaways:
- What is search everywhere optimization? Search everywhere optimization expands the optimization of brand visibility on traditional search engines to generative AI platforms such as ChatGPT and Perplexity and Meta AI. This includes the optimization of brand visibility to help build awareness, increase website traffic, and, ultimately, increase conversions.
- Is traditional SEO dead? Traditional SEO is not dead. Traditional SEO is the foundation of search everywhere optimization. Websites that implement strong core SEO are more likely to be surfaced in every search experience. Marketers will have to adjust the way they explain the importance of traditional SEO to clients as website traffic shifts toward AI platforms.
- What are the biggest challenges? Search everywhere optimization requires a change in strategy, which is difficult due to limited reporting tools, time, talent, and financial resources. Securing leadership buy-in also presents a challenge.
- What does it cost? Search everywhere optimization is more expensive than traditional SEO. Traditional SEO in India costs ₹1,25,000-₹4,00,000 a month, while search everywhere optimization costs several thousand dollars a month. Pricing differs based on the provider, so check for clear deliverables.
- How is success measured? Success is measured by citations, mentions, where a brand is placed in a response, referral traffic in GA4, and conversions.
What is search everywhere optimization?
Search everywhere optimization is improving a company’s presence on all search platforms – traditional or generative – to help customers discover the company, increase the chance of visits, and promote activities that lead to sales.
Is search everywhere optimization a fad?
It’s a reasonable question. Voice search optimization was said to be the “next big thing” for many years and it never took off. But the data we have on search everywhere optimization shows something different.
- Many internet users conduct searches using generative AI.
- ChatGPT has hundreds of millions of users in a week.
- Meta AI has several hundred million monthly users.
- Perplexity AI now gets tens of millions of monthly visits.
- Google and other search engines have seen a decrease in search traffic.
- ChatGPT is one of the most popular websites.
Search optimization has changed. Companies will need to search for more platforms to to keep discoverable, like social platforms, search engines, and review platforms.
Which search experiences include search everywhere optimization?
| Experience | Examples |
|---|---|
|
🔍
Search Engines
|
Google, Bing, DuckDuckGo |
|
🤖
Generative Engines
|
ChatGPT, Perplexity AI, Microsoft Copilot |
|
🌐
Social Networks
|
Facebook, YouTube, LinkedIn |
|
📰
Media Networks
|
Regional news outlets, Industry publications |
|
📍
Local Listings
|
Google Business Profile, Bing Places, Apple Maps |
|
🎙️
Voice Assistants
|
Siri, Alexa, Bixby |
