Search everywhere optimization (SEvO) is a modern approach to SEO that emphasizes visibility across all digital platforms beyond traditional search engines like Google.
Getting your brand seen everywhere means understanding how search works on different sites. This includes regular search engines, AI search, social media, online stores, voice assistants, and app stores. You’ve got to play by their rules to show up in their results.
Building topical authority through entity-driven content, emphasizing E-A-T (experience, expertise, authoritativeness, trustworthiness), implementing structured data for a mini knowledge graph, and optimizing for conversational voice search are key strategies for search everywhere optimization.
Search behavior has evolved beyond Google dominance, with audiences exploring brands and products across diverse platforms, leading to the importance of SEvO in reaching active audiences where they are most engaged.
Zero-clicks
Zero-click searches are on the rise, with nearly 60% of Google searches not resulting in a click-through, highlighting the need for brands to be present and easily discoverable directly within search results.
SEvO works by adapting to each platform’s unique content prioritization methods, requiring a cohesive and coordinated strategy to ensure brand visibility and trustworthiness across various digital spaces.
The evolution of SEO over the years has shifted towards a focus on SEvO, where brands need to be present and relevant on multiple platforms beyond traditional search engines to meet the changing search behavior of users.
Generative Engine Optimization (GEO) enhances traditional SEO by optimizing brand visibility across AI-driven search platforms like ChatGPT, Perplexity, and Google’s AI Overviews.
Focus on RPA
Retrievability – a key concept in GEO, focuses on how easily AI systems can access and prioritize information about a brand, emphasizing presence, recognition, and accessibility.
Presence – involves strategic visibility in influential sources and platforms, while recognition emphasizes building authority through thought leadership and consistent entity associations.
Accessibility – ensures AI can easily retrieve core brand information by structuring content clearly, clarifying entity relationships, and optimizing technical foundations.
Social Media Search Optimization highlights the importance of optimizing social content for discoverability on platforms like Instagram, LinkedIn, and TikTok, emphasizing intent-driven keywords, strategic hashtags, and short-form video content.
Video Search Optimization stresses the significance of optimizing video titles, descriptions, and thumbnails for maximum engagement and visibility on platforms like YouTube, TikTok, and Instagram.
E-Commerce and Marketplace Search Optimization underscores the need to use high-intent keywords in product listings, leverage AI-driven recommendations, and encourage user-generated content to enhance visibility and conversion rates on platforms like Amazon, Etsy, and eBay.
App Store Search
App stores saw around 235 billion downloads globally in 2022, highlighting the fierce competition for brand visibility.
Optimizing for app store search is crucial for brands with apps, as app store users have high conversion rates and are likely to become repeat customers.
Key actions for improving app discoverability include using keyword-rich titles and descriptions, encouraging and responding to reviews, leveraging visual assets, and staying current with app updates.
Multiplatform Strategies
SEO is expanding beyond traditional search engines to encompass various platforms and touchpoints, emphasizing the importance of multiplatform visibility strategies.
Instead of fixating on rankings and algorithm changes, focus on being easily discoverable, providing authentic value, and being contextually relevant across platforms.
Establish clear entities, forge meaningful connections, build authority strategically, and create compelling content to enhance visibility and trust.
Modern SEO involves more than just content optimization; it’s about building a reputable presence and being easily found in relevant spaces.
To future-proof SEO efforts, prioritize cultivating a strong reputation and being present across all relevant channels.