The world of SEO is evolving, and search strategists must adapt to optimize beyond Google. In an era of fractured search, where people turn to various platforms to find information, it is crucial for SEOs to consider optimizing for multiple platforms to maintain and grow organic traffic. This concept, known as “search everywhere optimization,” is not entirely new, but it has become a must for SEOs rather than an afterthought.
Optimizing for multiple platforms comes with its challenges, particularly in large organizations where different teams handle various channels. Collaboration and planning can be difficult when social media, marketplace, and app teams are not open to support and insights from organic search teams. However, despite these challenges, the potential benefits of optimizing across multiple platforms are significant and cannot be ignored.
One platform that is gaining increasing attention is TikTok. With its influence on search demand, TikTok has become a search engine itself. People see things on TikTok that lead them to conduct deeper searches on Google. Optimizing for TikTok involves creating content that aligns with the platform’s culture and using top keywords and hashtags strategically to increase content discoverability. TikTok’s algorithm is designed to give users what they want, and brands that can effectively optimize for TikTok can also benefit from increased visibility on Google.
Facebook and Instagram, owned by Meta, continue to play crucial roles in the social media landscape. Optimizing for these platforms involves conducting keyword research, crafting compelling captions, utilizing relevant hashtags, and leveraging influencer marketing to enhance brand awareness and engagement. Video content is particularly effective on these platforms, as it helps customers better understand products or services and increases brand awareness.
YouTube is another platform that SEOs should consider optimizing for. Optimizing YouTube videos involves creating compelling content that keeps viewers engaged from start to finish, utilizing relevant keywords in titles, descriptions, and transcripts, and analyzing channel performance to identify areas for improvement. YouTube videos can also have an impact beyond the platform, as Google shows TikTok videos directly in its search results. Embedding successful TikTok videos on websites can boost engagement and improve search engine rankings.
Pinterest is a visual powerhouse that is increasingly focused on ecommerce. Optimizing for Pinterest involves conducting keyword research, optimizing titles and descriptions, using high-quality visuals, and utilizing design tools to create stunning visuals and branded templates. Pinterest is an excellent platform for driving brand awareness, traffic, and sales.
In addition to social media platforms, it is essential to consider other platforms in the “search everywhere” strategy. Generative AI chatbots like ChatGPT are gaining popularity, and optimizing content for these platforms can drive leads and improve visibility. App stores, such as the Apple App Store and Google Play, are also important platforms to optimize for, as they generate significant intent-driven traffic. Optimizing for app stores involves conducting keyword research, utilizing compelling creatives, A/B testing, integrating SEO research and practices, and utilizing native marketing tools.
Finally, Amazon should not be overlooked as a search engine. Many consumers turn directly to Amazon to search for products, compare prices, read reviews, and find recommendations. Optimizing for Amazon involves conducting keyword research with nuance, utilizing A+ content to enhance product descriptions, choosing the right category for product listings, optimizing for mobile devices, and creating high-quality product videos.
In conclusion, SEO is no longer limited to Google. Optimizing for multiple platforms is essential in today’s fractured search landscape. By considering platforms like TikTok, Facebook, Instagram, YouTube, Pinterest, generative AI chatbots, app stores, and Amazon, SEOs can expand their reach and maintain a competitive edge. It is crucial to conduct thorough research, craft compelling content, utilize relevant keywords and hashtags, leverage influencer marketing, and analyze performance to continuously improve optimization strategies across multiple platforms.
