The old SEO rules — the ones focused on pleasing the Google Gods — are no longer enough. Traditional strategies that only optimize for Google search results are outdated.
Today, the new SEO (Search Everywhere Optimization) is about being visible where people actually make decisions — across platforms like Google Reviews, TikTok, Reddit, LinkedIn, and ChatGPT.
The Shift: People Aren’t Searching, They’re Deciding
Modern consumers don’t just “Google” something anymore. They compare, validate, and decide based on what they find across multiple platforms.
Before choosing a product or service, people check:
- Reviews on Google, Amazon, or Yelp
- Recommendations on TikTok, Reddit, and LinkedIn
- AI-generated summaries from tools like ChatGPT
- Social conversations and influencer mentions
In short, visibility isn’t enough anymore — validation matters.
What Is SEO in 2025?
SEO is no longer Search Engine Optimization. It’s Search Everywhere Optimization.
Recent studies show that over 70% of searches now happen outside of Google. That means your strategy must go beyond keywords and backlinks — you need to optimize your presence across every platform where people search, discover, and decide.
Each Platform Has Its Own Playbook
Every platform has unique expectations and engagement styles:
- LinkedIn: Thought leadership and in-depth articles.
- Instagram: Visual storytelling and brand personality.
- TikTok: Quick, authentic, relatable videos.
- Reddit: Transparent, value-driven discussions.
- ChatGPT: Credible mentions, citations, and authority signals.
A blog post that performs well on LinkedIn may fall flat on Instagram. Understanding these differences is key to multi-platform SEO success.
Visibility vs. Validation: Why Mentions Matter
Search Everywhere Optimization isn’t just about showing up — it’s about being validated by others.
Validation means:
- Getting recommended on review sites.
- Being mentioned or linked on social platforms.
- Showing up in AI-powered answers from ChatGPT or Perplexity.
AI tools don’t just crawl your website; they analyze your entire digital footprint. Every mention, link, and citation contributes to your perceived authority.
You Don’t Need to Be Everywhere — Just in the Right Places
Most businesses only need a strong presence on 2–3 key platforms.
To identify which ones matter most, use the RICE Test (as explained at the 9:35 mark in the video below by Neil Patel).
Start with one platform — the one where your target customers are most active — and build from there. The goal isn’t to do everything, but to show up strategically where decisions happen.
The Future of SEO: Strategic Visibility Everywhere
The new SEO game isn’t about chasing algorithms — it’s about building authority, visibility, and trust across platforms.
- Optimize for discovery on multiple platforms
- Encourage validation through reviews and mentions
- Strengthen your authority across AI and social ecosystems
Search has evolved — it’s no longer just about ranking on Google. It’s about being found, trusted, and chosen — everywhere.