SEO is Now Search EVERYWHERE Optimization
This is going to be a fun blog post in that it will require pulling together data from multiple resources from around the industry – so in some ways it will also serve as an overall inventory and general status update on the digital marketing industry at large.
For over two decades, Search Engine Optimization (SEO) has been synonymous with one name: Google (including YouTube, the number two search engine on the planet). With platforms like Bing, TikTok, Meta, X, Reddit, and even AI tools like ChatGPT capturing an increasing percentage of market share, it is clear that a seismic shift is underway. Statistics, as will be outlined herein, show that consumer behaviors are changing, to the point where we now must look at SEO through a different, and much broader lens. The term that we are using is ‘Search EVERYWHERE Optimization’. The time to adjust, and capitalize on this, is NOW. Oh, and did I mention the rise of AI search engines like Perplexity.AI, who is now generating over 50 million visits per month? And while considering that, keep in mind that Search GPT is about to be commercially released.
Let's Get Into The Details
First, Google Is NOT Going Away
Google recently revealed that is processes over 5 trillion searches per year. The last time they released this information was back in 2016. At that time, the number was 2 trillion searches per year. That’s great news for marketers. Strategies that have worked may and likely will continue to work. But there is an old saying that goes ‘you don’t know what you don’t know’. Not expanding and tapping into both new and existing platforms that are gaining significant market share right before our eyes would be short-sighted – which does not necessarily mean losing business, but leaving an unquantified amount of it on the table. That said, Google themselves are also adjusting to this new, and in some respects uncharted territory. In a discussion at the New York Times DealBook Summit in December, Google CEO Sundar Pichai touched on numerous topics including innovation, regulation, and even the Antitrust case ruling from 2024. He said, “I just feel like we are getting started. Search itself will continue to change profoundly in 2025. I think we are going to be able to tackle more complex questions than ever before. You know, I think we’ll be surprised even early in 2025, the kind of newer things search can do compared to where it is today.” Google is on the cusp of major and transformative changes – right now. When you listen to the interview linked above, you’ll notice that he even shows some disdain for the activity that Microsoft is initiating right now with respect to AI. More on that below.
One of things that he was almost certianly alluding to was the now recently released ‘AI Mode’ feature. If you have not heard about it yet, you might remember this post in a couple of years. You can thank me then. The intention of the AI Mode feature is to give Google a way to go head-to-head with conversational AI tools like ChatGPT.
Let’s consider this further; Google currently has a 93.57% search market share. Still, Gen Zers are increasingly moving towards AI search. ChatGPT is now getting an estimated 37.5 million search-like prompts per day, according to recent data published in Search Engine Land – and Perplexity.AI is garnering 50 million visitors per month. So that is still only a fraction of what Google gets on a daily basis, nonetheless it is significant. Also, we have to consider the nature of traditional search vs. informational search (i.e., AI). For example, when you are going to ChatGPT, or Gemini for that matter — or even Perplexity.AI, you are going there with an information seeking mindset. As opposed to Google, where you will have more of a transactional mindset. The transaction can be defined as a form submission, a purchase, or even a chat. But there is a distinct difference, if you really consider it, between your mindset when searching for something through AI versus searching for something through traditional Google search. Or Bing search for that matter. It will be interesting to see how this plays out. As far as the behaviors and features go, off the right I have added a comparison chart below that breaks down the differences in functionality across 5 major areas – along with an additional row specific to target audiences.
Summarily, I would not expect a major shift or change to the search engine results page. Google is not going to risk cannibalizing any paid advertising exposure. Yet it will be interesting to see how Ads and Local Services Ads are assimilated into the evolving product over time. I predict it will be another tab, similar to news, images, etc. but perhaps more prominently with the toggle placed at the top of the query bar, rather then stratified below it.
It is worth noting that all Google AI related inititiatives were and are still blanketed under the Search Generative Experience approach.
A Tipping Point? 5 Trillion Searches and a Growing Discontent
As noted above, Google revealed it processes over 5 trillion searches a year — a staggering number that once again underscores its continued industry dominance (Search Engine Land). But while usage remains high, sentiment is shifting. According to a survey by Vox Media and Two Cents Insights:
42% of users say Google is becoming less useful
66% feel the quality of information is declining
61% of Gen Z and 53% of Millennials prefer AI tools over traditional search engines
These stats point to a broader transformation in how people search for and consume information online. And the numbers coming out of TikTok relating to Gen Zers should be even more alarming to Google.
The Rise of Alternative Search Channels
People are no longer just “Googling it.” They’re turning to platforms like:
- Reddit for authentic, community-driven answers (Read more)
TikTok for quick, visual insights and short-form video content
ChatGPT and other AI tools for synthesized, conversational responses
LinkedIn, Pinterest, and Meta for professional and visual search contexts
- AI Chatbots and AI Search Engines (Gemini, Chat GPT, Copilot, Perplexity.AI, and the soon to be fully released Search GPT)
The Microsoft Factor – Joining Forces with OpenAI
Have you taken a look at Bing lately? If not, you should. For starters, Microsoft invested $14 Billion in OpenAI in Q4 of 2024. And they are now joining forces with reciprocal, bi-directional results being shared between the platforms.
Here is how the platforms effectively integrate, as of today:
- Bing Chat = GPT-4 + Bing Search
- ChatGPT (Plus) = GPT-4 + Optional Bing Search (in browsing mode)
As an example of this in action, one of our local service clients has recently seen a surge in ChatGPT driven leads (which comes in under ‘referral’ traffic). There are a number of factors as to why we are seeing this client (and others) showing up consistenly on highly attractive queries across numerous AI-driven result sets. First and foremost is schema markup. In a great artice on CMSWire, Gaurav Mishra breaks it down brilliantly.
- Why Schema Markup Is More Important Today
Schema markup has undergone a significant transformation in recent years. While it traditionally served to generate rich snippets in search results, its purpose has expanded dramatically with the advent of AI-powered search experiences. The structured data framework now allows more precise interpretation and presentation of web content. - Schema markup plays a vital role in building knowledge graphs, which are foundational for large language models (LLMs). By representing information in a structured and standardized way, knowledge graphs allow algorithms to extract insights and make predictions more effectively. Without structured information, we’re at the mercy of algorithms to make sense of content and understand all explicit and implicit context.
- Another important reason why Schema.org is more important today than a few years ago is the rise of Bing. Google has traditionally dominated search traffic, but with ChatGPT’s rise and its recent launch of search with Bing as its backbone, Bing search as part of the marketing operations roadmap has now become crucial. A low-hanging fruit is schema, which is a common factor in both Bing and Google.
In other words, the trend that began in 2023 – with an increasing market share heading in Microsoft’s direction, has been accelerated by way of the business integrations (per the marketing operations roadmap noted above). And now, Search GPT’s release is pending. Not only that, the antitrust ruling against Google will likely result – and may already have, in many devices shipping with Microsoft products installed as their default browsers and search engines. If you don’t believe that, simply walk into the local Best Buy and see how many machines are using Bing and Copilot as their default engines.
Microsoft Acquires LinkedIn
Not only that, Microsoft acquired LinkedIn in 2018 and then rolled out a huge value-add (that many still do not know about and much less leverage) through Bing advertising in the form of LinkedIn profile targeting. This gives marketers the ability to target millions of LinkedIn users in ways that – one could certainly argue – are much more powerful and granular in terms of B2B marketing than anything available through the Google Ads platform today. And, it only costs a fraction of what it would cost if you were to market to the same users directly through LinkedIn. Cost Per Click through Bing ads are typically 20% – 50% cheaper than LinkedIn ads CPC’s.
Keeping it To Organic Search
While I have expanded into paid advertising above, I’d like to keep the emphasis on earned, or organic media. The bottom line is this: these platforms aren’t replacing Google — they’re complementing it. Just like TikTok didn’t kill Instagram, and Instagram didn’t kill Facebook, ChatGPT won’t replace Google. But the attention is spreading.
From Search Engine to Search Ecosystem
As outlined above, Google knows the game is changing. They’ve responded with:
AI Overviews powered by Gemini 2.0 – see the recent and exciting release on Gemini podcast capability
A new AI Mode for premium subscribers
Ongoing changes tied to the antitrust trial that could reshape how search results are displayed and monetized
Traditional SEO tactics are no longer enough. Visibility now depends on being discoverable everywhere your customers are searching. We also cover this in greater detail on the Beyond 7-Figures podcast with Charles Gaudet of Predictable Profits.
What Search Everywhere Optimization Looks Like
Our mindset is everything. Sticking to Google-only SEO in 2025 is like running a radio ad in the Spotify era. You may still get immense reach, but you’re missing the channels where your future customers are actively searching, engaging, and deciding. Even if they see you on Google, it will always benefit you if they see you EVERYWHERE else as well.
Search Everywhere Optimization opens more doors, creates more touchpoints, and ultimately drives more leads.
Search Everywhere Optimization approach includes:
Platform-specific content strategies for YouTube, Reddit, LinkedIn, and more. AI-Powered Search engines like Perplexity.AI are going to play an increasingly important role when it comes to full and complete digital exposure. Did you know that they now enjoy over 50 million monthly visits?
AI-aware optimization, ensuring content is usable and valuable for tools like ChatGPT – think Schema, site structure, and Bing SEO
Cross-platform keyword and sentiment analysis to align with search behavior
Multimedia integration (video, infographics, and interactive formats) to meet users where they are
- Revisit your Website Structure (video, infographics, and interactive formats) to meet users where they are
Ready to Pivot and Outflank Your Competitors?
By staying agile and leveraging multiple platforms in an omnichannel strategy, Core and More Technologies empowers businesses to not only stay ahead of, but also to outmaneuver competitors in the digital space.
By embracing the principles of Search Everywhere Optimization, Core and More Technologies is helping clients transform their online presence, connect with broader audiences, and establish themselves as leaders in their industries. Are you ready to pivot and outflank your competitors? Let’s make it happen. Contact Us Today!
Additional Benefits We are Seeing for Search Everywhere Optimization
- Backlinks: High-quality links from Reddit to client websites improve search rankings.
- Referral Traffic: We drive targeted visitors who are actively searching for solutions with UGC content through various sources.
- Keyword Visibility: Optimized responses in Reddit will boost long-tail SEO performance and build trust.
- Content Ideas: User questions inspire future blog topics, service page updates, or new product offerings.
Brand Authority: Through consistent, value-driven participation across many platforms, we help our clients build trust and position themselves as industry leaders. There is a point of diminishing returns, but we have found top exposure across five platforms to be optimal.
