Search Everywhere Optimisation

 approx 4 minute read

Sounds familiar

There’s a new buzzword (or three) doing the rounds. Search Everywhere Optimisation.

Sounds exciting. Fresh. Maybe even revolutionary.

Except… it’s not. Not really.

We love a good acronym. And the vultures have been circling around SEO for some time.

There have been other suggestions such as GEO, or AIO. But how convenient to find one that doesn’t even change the letters!

Because it’s no longer Search Engine Optimisation. Now it’s Search Everywhere Optimisation.

TikTok. YouTube. Amazon. Pinterest. Instagram. Reddit. In your jacket pocket (only half joking!).

It’s true. People don’t just search on Google anymore.

They’re searching wherever they spend time online. And brands? Well, they need to show up in all the right places.

So, what’s the grand revelation?

That digital marketing needs to be omnichannel.

Oh. Not exactly breaking news, is it?

Google was (and still is) a HUGE part of the puzzle.

SEO was (and still is) a HUGE part of the puzzle.

But the best digital strategies always looked beyond search engine results.

It’s about meeting your customers where they are, not just where you want them to be.

Optimising for all areas of the SERP, growing your social presence, getting found on YouTube, crafting conversion-getting product listings, creating killer content, running ads, and posting comments in all the right nooks and crannies…

None of that is “new SEO”. It’s just a digital marketing landscape. And you’re landscaping.

Fetch the shovel.

What is omnichannel digital marketing?

It’s the kind of strategy that doesn’t put all its keywords in one basket.

It’s about building a presence across multiple platforms.

Not just for visibility, but for trust, consistency, and accessibility.

Because today’s customers don’t follow a straight path. They bounce from app to app like a squirrel on espresso.

  • One minute they’re watching a how-to on YouTube.
  • Next, they’re checking reviews on Amazon.
  • Then they ask in a Facebook group.
  • Then they find your business on Google.
  • Then stalk your Instagram to see if you’re legit.
  • Then forget what they were doing and get distracted by a dog in sunglasses.

You get the idea.

An omnichannel checklist

Let’s unpack the kinds of activity that fall under this all-encompassing “Search Everywhere” approach:

👀 search engine optimisation (still important)

  • Keyword-rich, helpful website content
  • Technical SEO (page speed, structure, schema)
  • Local SEO (hello, Google Business Profile)
  • Link building & backlink strategy

📱 social media presence

  • Creating platform-native content (not just cross-posting)
  • Using Reels, Stories, Lives
  • Community engagement (yes, actual replies, not just likes)
  • Paid social campaigns with smart targeting

📦 marketplaces & product platforms

  • Optimised listings on Amazon, Etsy, Not On The High Street
  • Managing reviews and Q&A sections
  • Running marketplace-specific promotions

🎥 video content marketing

  • YouTube tutorials, explainers, testimonials
  • TikTok tips and behind-the-scenes content
  • Instagram Reels or Stories that actually speak to your audience
  • Shorts, lives, and vertical video galore

📲 other apps and platforms

  • Pinterest optimisation
  • LinkedIn for B2B discoverability
  • Reddit community involvement (if you dare)
  • Apple Maps, Bing Places, Yelp, and the forgotten corners of the internet

🌐 website experience

  • Conversion-ready landing pages
  • Optimised product and category pages
  • Mobile-first design (because thumbs matter)
  • Analytics & tracking (so we know what’s working)

Aaaaand that’s not even everything. And maybe you don’t need to be on everything anyway.

What you DO need, is to be where your customers and potential customers are.

Being discoverable isn’t about one big thing. It’s about dozens, (or hundreds/thousands) of little things working together.

Like an F1 team.

Or a jazz band. But with fewer berets and more spreadsheets.

More, please

But isn’t digital marketing much more than that? Yes! You’re right.

‘Search Everywhere Optimisation’ is a fat juicy slice of digital marketing. But it’s not everything you could be doing.

Digital marketing also includes outreach stuff like email, messaging apps, etc.

Search Everywhere is more about being found when people are actively looking.

So it leans into platforms and tactics aligned with discovery.

Search Marketing, really. But with a cooler sounding name.

And that’s important. Because marketing is cool.

Not a trend

it’s not a trend. It’s a mindset

Sure, Search Everywhere Optimisation has a nice ring to it.

But to us, it just sounds like someone finally gave digital marketing the credit it deserves.

Omnichannel isn’t a new strategy. It’s been the smart strategy for years.

We’ve seen first-hand how it helps businesses grow. Whether it’s boosting search visibility, building brand consistency, or converting clicks into customers.

So if you’re reading all the hype about this new approach and wondering whether you’re behind the curve, don’t panic.

You’re probably already doing it. Or at least heading in the right direction.

And if you want help pulling it all together? Well, that’s where we come in.

Let’s get you showing up everywhere that matters. With a strategy that works together, not in silos.