6 days ago
Why "Search Everywhere Optimization" Is The New SEO For Businesses
Ines Nasri, CEO of WebPower USA, is an online growth specialist, global speaker and mentor.
Gone are the days when SEO, a.k.a. Search Engine Optimization, was all about ranking on Google. Only 61% of Gen-Z users turn to Google Search to find local businesses, which is falling behind platforms like Instagram and TikTok in this category. In today's evolving digital landscape, relying solely on Google is no longer sufficient—especially for specific industries and audiences.
With the rise of AI, Gen-Z behaviors, and new search platforms, the concept of search has fractured. People no longer "just Google it." Instead, they discover products, services and answers across multiple platforms, such as visual discovery on Instagram or TikTok, or AI-assisted searches. This shift is part of a new paradigm: Search Everywhere Optimization.
The Changing Nature Of Search
The way people search has fundamentally changed due to a combination of user behavior, content format preference, and platform algorithms. According to a recent SEMrush study, AI-powered experiences and platform-specific content have drastically shifted user expectations around search.
Google itself acknowledges this shift. A Google executive revealed that platforms like TikTok and Instagram are increasingly eating into its core search traffic, especially among younger users.
Meanwhile, Gartner forecasts a 25% decline in search engine volume by 2026, largely due to AI chatbots and virtual agents like ChatGPT.
However, don't let these signals daunt you as a business or marketing professional. In my experience, what worked for SEO visibility continues to work well on other platforms, such as AI and map searches for several of our clients, because of the solid foundation we built for the site, such as building site authority and being credible sources of helpful information for prospective clients.
Platform-Specific Search Behavior: Who's Searching Where?
Let's look at how search preferences vary across platforms and demographics:
• TikTok & Instagram are the go-to for Gen-Z. Among 18- to 24-year-olds, Instagram (67%) and TikTok (62%) surpass Google Search (61%) when it comes to discovering local businesses.
• Fashion, travel, automotive and finance searches are now more common on TikTok than on Google, according to Advertising Week.
• For product discovery, Search Engine Land reports that Instagram (30.4%) and TikTok (23.2%) outperform Google (18.8%) among Gen-Z.
• AI chatbots like ChatGPT are increasingly used for personalized advice—especially in skincare, health and shopping.
• Google Maps continues to dominate for navigation and local services, but even that is under pressure. Gen-Z's preference for Maps is declining in favor of visual discovery on TikTok and Instagram.
This fragmentation isn't just generational—it's industry-dependent. Whether in healthcare, dining, fashion or financial services, you'll need to understand where your audience searches.
Why This Matters For Businesses
Search engine algorithms are changing fast. What ranked in Google two years ago may no longer be competitive today. Add to this the fact that platforms now reward native content—videos on TikTok, stories on Instagram, answers on ChatGPT—and the strategy for visibility becomes far more complex.
This means Search Everywhere Optimization isn't a luxury; it's a necessity. You must diversify your content efforts and show up where your audience is looking, not just where Google ranks you.
And this isn't just theor; researchh backs this up. A Harvard Business Review study of over 46,000 shoppers found that customers who used multiple platforms to engage with brands were more valuable, loyal and likely to purchase again. Omnichannel visibility translates to measurable business results.
What Should You Do? Budgeting Efforts And Building Presence
To keep pace, companies need to rethink how they allocate their SEO and content marketing budgets.
Identify where your audience goes to search. If you sell skincare, you may need to be present on ChatGPT and TikTok. If you offer B2B software, LinkedIn and Google likely hold more sway.
Continue to invest in traditional SEO for authority and trust, but complement it with platform-native content. Think short-form videos, AI-optimized FAQs and localized Instagram posts.
GEO is a framework designed to help content rank in AI-driven results. This means writing structured and conversational content for tools like ChatGPT to recognize.
If you're in a niche market—like local wellness services—Google Maps may still be critical. However, you might also find that your customers discover you first through influencer reviews on Instagram or YouTube Shorts.
SEO is no longer static. Use analytics to track which platforms drive actual engagement and conversions and adjust your content and effort accordingly.
The Future Of SEO Is Omnichannel
We are witnessing a transformation from "Search Engine Optimization" to "Search Everywhere Optimization". Consumers no longer follow a linear path—they bounce between platforms, voices and experiences. Businesses that want to stay relevant must do the same.
As PwC's Consumer Insights suggests, today's consumers expect brands to be present wherever they are—quickly, intelligently and authentically.
In short: Don't abandon Google. But don't bet your entire business on it.
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