Discover how effective SEO (search engine optimization) and digital marketing mean showing up where your customers search today, from Google to TikTok and AI assistants. Learn practical strategies for thriving in the evolving online world.
Nowadays, winning at digital marketing is no longer just about ranking high on Google. People search in more places than ever before, TikTok, YouTube, Reddit, and even AI assistants like ChatGPT. This means your SEO (search engine optimization) needs to be smarter and more versatile. Let’s explore why going where people are online is key, and how you can optimise your digital marketing efforts accordingly.
The Changing Landscape of Online Search
Once upon a time, Google was the grand gatekeeper of all searches. If you had a top spot there, you were golden. But today, things have changed. Users don’t just type keywords into search engines anymore. They’re asking AI assistants for answers, scrolling through TikTok videos for product reviews, and digging into Reddit threads for real opinions.
For example, ChatGPT had over 500 million weekly users in early 2025, and AI-driven traffic to websites grew nearly tenfold within a year. People trust AI for comprehensive, personalised help, from suggesting shopping lists to simplifying complex problems.
Similarly, platforms like TikTok have become the go-to for product discovery among younger audiences, with 62% of Gen Z using it for searching product reviews.
The bottom line: To reach your audience, your digital marketing needs to follow them.
Search Everywhere Optimisation (SEvO): The New SEO
Forget “just Google” SEO. What you need is Search Everywhere Optimisation. This means optimizing your content and presence so you’re findable wherever your customers hang out online.
Here are the main places to focus on:
1. AI Assistants (ChatGPT, Claude, Google AI Mode)
What to do: Build authoritative, comprehensive content. AI models prefer well-researched, detailed resources and reputable mentions across the web.
How to succeed: Provide clear, standalone answers to specific questions using straightforward language and short, punchy sentences (think of it as making your content AI-friendly without robotic jargon).
Pro Tip: Tools like Brand Radar help monitor where your brand gets cited in AI answers, a vital new metric for visibility.
2. YouTube
Why YouTube? It boasts over 2.5 billion monthly active users, with most viewers more likely to watch tutorials than read manuals.
SEO Angle: Target keywords with video-friendly topics, craft engaging titles and thumbnails, and use transcripts and captions to boost searchability.
Example: People searching for “how to bake sourdough” prefer watching the bubbling, crusty loaf come to life than reading step-by-step paragraphs.
3. Reddit
Why Reddit? It is the home of brutally honest product reviews and communities, with over 400 million weekly active users.
How to play: Engage genuinely in relevant subreddits. Don’t spam, but offer helpful advice and insights. Authenticity is key here, as Redditors have a finely tuned promotional radar.
Bonus: Target threads with high Google visibility to maximise impact.
4. TikTok
TikTok’s Rise: It’s now the 10th largest search platform worldwide. Early Gen Z prefers TikTok’s short, authentic video content to traditional search.
SEO Strategy: Use trending sounds, hashtags, and concise captions, focus on storytelling, and create videos that hold attention all the way through.
Fun fact: Hashtags like #TikTokMadeMeBuyIt show how discovery drives sales spontaneously.
5. Pinterest
Visual Search: With 553 million active users, Pinterest offers a visual browsing experience like no other.
Marketing Tip: Design vertical, eye-catching pins with clear titles and descriptions packed with keywords. Fresh content posted regularly outperforms repins.
Use Case: If you’re in home décor, fashion, or lifestyle, Pinterest helps users plan their purchases and projects well in advance.
Key Principles for Winning SEO and Digital Marketing Today
Know Your Audience: Don’t guess where your potential customers search. Use tools like Ahrefs and SparkToro to understand their habits and preferences.
Produce Quality Content: This remains king. Regardless of platform, authoritative, well-structured, and user-focused content wins the day.
Adapt Content to Platform: What works on Google might not fly on TikTok. Tailor your message format, visuals, videos, written accordingly. Use the right content for the right Social Media Platform.
Measure What Matters: Beyond traffic, track brand mentions in AI responses, social engagement, and where your content gets cited and shared.
Be Authentic: Especially on community-driven sites like Reddit and TikTok, authenticity builds trust better than traditional advertising.
Why SEO Isn’t Dead (But It’s Evolving)
You’ll hear talk of “GEO (generative engine optimisation)” or “AIO (artificial intelligence optimisation)” being the new buzzwords. But really, these are extensions of SEO, not replacements. The fundamentals, authority, relevance, quality, remain vital. You’re just optimising for a wider spectrum of “search engines,” now including AI and social platforms.
Businesses that integrate these approaches scoop the prize of greater brand visibility today and in the future.
Wrapping Up: Go Where People Are – Don’t Just Wait for Them to Come to You
The days of “build it and they will come” aren’t quite over, but to thrive you need to go where your audience spends their time searching and discovering online. Whether that’s Google, ChatGPT, TikTok, Reddit, or YouTube, your digital marketing must be everywhere they look.
Think of it this way: It’s like being at a party. You wouldn’t just stand by the snack table hoping someone reads your business card. You’d join the conversations, show off your best moves, and leave a memorable impression no matter which group you’re talking to.
In digital marketing, the venue keeps changing, so pack your bag with the right tactics for each platform and keep moving!
If you have questions or want to explore how to implement Search Everywhere Optimisation for your business, let’s chat on LinkedIn or drop a comment below. Cheers to being found where it matters most!