The article highlights key channels reshaping the search landscape in 2025, including search engines, social media, podcasts, large language models, marketplaces, and forums. Each channel requires specific optimization strategies, such as aligning with Google's E-E-A-T principles for search engines, using keywords in social media content, and providing detailed product descriptions on marketplaces. The rise of AI-driven tools like ChatGPT and Reddit Answers emphasizes the need for conversational and context-aware content. By leveraging these platforms, businesses can create a seamless, multi-channel presence, ensuring their brand remains accessible and relevant to their audience.
Key takeaways:
- Search Everywhere Optimisation (SEO) involves optimising a business's digital presence across all platforms where users search for information, not just traditional search engines.
- Social media platforms are becoming powerful search tools, with a significant portion of users relying on them for information, especially among Gen Z.
- Large language models (LLMs) like ChatGPT are transforming search by providing instant, conversational answers, and businesses need to optimise content for these AI-driven tools.
- Marketplaces and forums are crucial for search optimisation, as they are becoming primary destinations for product searches and trusted sources of information.