For years, “search” has been shorthand for one thing: Google. If you wanted answers, you typed a query, skimmed the blue links, and clicked through. Traditional SEO involved ranking for keywords, building backlinks, and ensuring your site ticked all the boxes of Google’s algorithm.
But that model no longer reflects how people actually discover information today. Search has fragmented. Consumers now look for answers wherever feels most natural to them. TikTok is the go-to for quick tutorials and product recommendations, Instagram for shopping inspiration, Reddit for unfiltered reviews, and YouTube for in-depth explainers. Even AI tools like ChatGPT and Perplexity are starting to shape how people gather information before they ever hit a search engine.
The numbers underline the shift. Around 40% of Gen Z prefer TikTok or Instagram over Google Search when looking for somewhere to eat. Statista reports that more than half of under-25s start product searches directly on social platforms. That’s not just a generational quirk, it’s a clear signal that “search” is no longer a single-channel activity.
For brands, the implications are huge. If you’re only optimising for Google, you’re missing where your audience is actually searching. A modern strategy means thinking beyond the search engine results page and investing in what’s known as search everywhere optimisation, which makes sure your brand can be found across social media, traditional search, communities, and even AI platforms.
In the early days of SEO, search was mechanical. People typed short, clunky keywords like “best pizza Dubai” or “buy shoes online.” Websites were often optimised in the same way by stuffing keywords into pages to signal relevance to Google. Rankings were won by repetition and backlinks, not necessarily by usefulness.
Over time, search engines got smarter. Semantic search allowed Google to understand intent, not just words on a page. Suddenly, “best pizza near me” wasn’t about the exact phrase, it was about recognising that you wanted local restaurant recommendations, not a recipe blog.
Now, we’ve entered the era of conversational search. Voice assistants like Alexa and Siri made people comfortable asking full questions, while AI models have taught users to expect direct, human-like responses. Instead of typing “cheap flights Dubai,” people now ask “What’s the best way to get to Dubai next weekend without spending too much?”
This shift has raised expectations. Users don’t want to scroll through 10 links to find what they need. They want immediate, tailored answers and they want them in a format that suits the platform they’re using.
What this means for you: If your content still leans heavily on old-school keyword targeting, it will feel dated. Instead, build content that answers questions clearly and directly. Use natural language. Write the way people actually speak.
As search behaviour evolved, social platforms quietly became alternative search engines. What started as places to share content have turned into discovery hubs where people actively look for answers.
Take TikTok. Adobe’s research shows that 64% of Gen Z use TikTok as a search engine, often preferring its short, visual answers to sifting through text-heavy websites. Searching “best coffee in Canary Wharf” on TikTok gives you quick video tours, reviews, and authentic perspectives that feel more trustworthy than a list of links.
Instagram plays a different role. It has become a shopping search hub. Users type queries into Instagram’s search bar to find products, brands, and trends, treating the platform like a catalogue of inspiration. Its Explore page surfaces posts tailored to interests, making discovery feel natural rather than forced.
Meanwhile, Reddit and Quora have seen a resurgence. Google now regularly elevates Reddit discussions in its results because they provide authentic, unpolished user experiences. People search these forums for answers they can’t find on polished brand sites, whether it’s product reviews, troubleshooting advice, or niche hobbies.
The latest layer of evolution is happening through AI. Tools like ChatGPT, Perplexity, AI Mode, and Google’s AI Overviews have redefined what “search” feels like. Instead of clicking through to find information, users are given a summarised answer on the spot.
This has two major implications:
AI is also likely to accelerate the fragmentation of search. Instead of a single dominant platform, users will split their time between AI chats, social feeds, and traditional engines. That means brands can no longer afford to pick one channel and ignore the rest.
A decade ago, SEO teams and social media teams could work in separate silos without much overlap. SEO focused on Google rankings, while social was about engagement, community, and brand awareness. Today, that division doesn’t hold.
Users no longer follow a neat path. Someone might discover your brand in a TikTok video, then Google your name to read reviews. Or they might search for a how-to article, find your blog, and later check out your Instagram to see if your brand feels credible. Discovery flows back and forth between platforms and devices, so your visibility depends on how well those touchpoints connect.
Google itself has blurred the lines. Video carousels in search results often include TikTok and YouTube Shorts. Social posts are indexed and appear in branded searches. A strong presence on social doesn’t just help you “go viral”; it influences how people search for you and how Google interprets your relevance.
Google has said social signals (likes, shares, comments) aren’t direct ranking factors. But in practice, strong social visibility has ripple effects on SEO:
Start treating every social platform like its own search engine. When you write captions, choose hashtags, or upload a video, ask yourself: If someone searched for this topic, would my content show up?
Search everywhere optimisation is the idea that people no longer follow a single discovery path, so your brand has to be findable across all of them. It’s not just about ranking on Google; it’s about being discoverable on TikTok, showing up in Reddit threads, appearing in AI-generated answers, and being present when someone searches LinkedIn for expertise.
Think of it as insurance against fragmented behaviour. If half your audience starts with TikTok, a third leans on Google, and the rest explore forums or AI, you can’t afford to ignore any of them. Visibility has to be consistent and intentional across the whole spectrum.
In the UK 98% of Gen Z and millennials are on social media.. Google is still the dominant search platform, but for younger audiences it’s no longer the default.
This shift is also accelerated by technology. AI assistants are shortening the customer journey by delivering summarised answers. Social platforms are integrating their own search layers (TikTok’s “Search Highlights,” Instagram’s shopping filters). And Google itself is experimenting with surfacing community discussions and short-form videos directly in SERPs.
For brands, this creates both risk and opportunity. Risk, because if you only optimise for Google, you’ll miss a growing share of your audience. Opportunity, because competitors still locked into a “Google-first” mindset will leave gaps for you to own.
Pret a Manger is a clear case of a UK brand embracing search everywhere principles.
This mix means that whether someone searches “coffee near Canary Wharf” on Google, “best lunch in London” on TikTok, or asks ChatGPT for healthy grab-and-go options, Pret has a good chance of being part of the answer.
The good news? You don’t need Pret’s budget to replicate the approach. Start with:
Search everywhere optimisation isn’t theoretical, it plays out differently on each platform. The key is understanding how people use each channel to search and then tailoring your approach.
TikTok has quickly become the “visual search engine” of choice, especially among younger audiences. This shows that they often prefer quick, authentic video walkthroughs over scrolling articles. Type “best restaurants Shoreditch” and you’ll see a flood of short clips, with creators giving tours and reviews that feel more trustworthy than a blog post.
Instagram plays a complementary role. Its Explore tab and shopping search features mean users treat it like a catalogue. People don’t just look for products; they actively type in keywords like “interior design London” or “running shoes UK.” With alt text, captions, and hashtags all indexed, Instagram has matured into a discovery hub as much as a social feed.
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YouTube has over 2.5 billion users, making it bigger than Bing, Yahoo, and Ask combined. For many queries, video has become the preferred medium. Queries can consist of anything from “how to assemble flat-pack furniture” to “best mortgage advice UK.”
Google’s own SERPs increasingly favour YouTube content. Video carousels, featured snippets, and even YouTube Shorts are common for both informational and commercial searches. If your brand isn’t visible here, you’re missing double exposure: inside YouTube itself and within Google search.
For B2B audiences, LinkedIn is increasingly a search-first platform. Professionals search for solutions, expertise, and even service providers. Content discovery isn’t just about the algorithm, it’s also about how you optimise profiles, posts, and articles.
Google has leaned heavily into surfacing Reddit in recent updates. Users trust authentic, messy discussions because they feel more real than polished marketing copy. For searches like “best gyms Manchester” or “tenant rights UK,” Reddit threads often rank on page one.
Quora plays a smaller role but still offers SEO value. Answering common questions in a structured way can drive long-tail visibility, particularly for niche industries.
ChatGPT, Perplexity, and Google’s AI Overviews are already changing how people gather information. Instead of links, users get summarised answers and the brands that appear in those summaries are shaping decisions before a click even happens.
The mechanics are different from Google SEO, but Generative Engine Optimisation the principles remain: structured data, topical authority, and credibility. AI engines pull from sources they trust, so building citations and brand mentions matters as much as ever.
Without this step, it’s easy to waste resources. You might double down on Google SEO when in reality your competitors are hoovering up TikTok searches. Or you could focus on LinkedIn while AI assistants are already citing rival brands from industry reports.
An audit gives you a clear map: where you’re strong, where you’re invisible, and where you need to allocate time and budget. It also helps you set measurable KPIs for a search everywhere strategy e.g. not just “increase rankings” but “grow branded searches by 20%” or “appear in top TikTok search results for [keyword] within 6 months.”
Here’s how you audit your search everywhere presence:
Traditional keyword tools like Semrush or Ahrefs are still valuable, but they only reflect Google’s universe. To understand how people actually search today, you need to look wider. On TikTok, autocomplete suggestions and trending hashtags reveal the terms people are typing in. On Reddit, thread titles often mirror the exact phrasing someone would use when searching. On LinkedIn, hashtags function as a proxy for keywords, helping users filter by topic.
Bringing this together into a single “universal keyword map” gives you a clearer view of audience demand across all platforms. A term that looks minor in Google might be surging on TikTok or Reddit. Aligning your content across channels ensures you’re meeting that demand wherever people begin their search.
Every platform has metadata fields, though they go by different names. TikTok captions, YouTube descriptions, Instagram alt text, and LinkedIn headlines all tell the algorithm what the content is about.
Treating these fields with the same attention to detail as web metadata is essential. A keyword-rich caption on TikTok increases your chances of appearing in search, just as optimised alt text on Instagram improves discoverability. When these signals are consistent across platforms, they reinforce your authority and make your brand easier to find, no matter the entry point.
It’s easy to fall into the trap of chasing likes, comments, and shares. But content that performs well in the feed doesn’t necessarily perform in search. Discovery-driven content is different: it needs to answer a question, solve a problem, or meet an intent.
That means adapting your formats to suit the type of intent people bring to each platform. On TikTok, short how-to clips or quick guides are highly searchable. On YouTube, long-form explainers and product breakdowns rank well. LinkedIn thrives on thought leadership and industry insights, while Reddit rewards detailed, authentic responses to specific questions. By mapping content formats to intent, you move beyond engagement metrics and start building sustained discoverability.
Instead of producing one piece of content for Google, another for TikTok, and another for LinkedIn, think about how a single idea can be repurposed in multiple formats. For example, a blog post answering “best neighbourhoods to rent in London” can become a TikTok neighbourhood tour, a YouTube explainer, a LinkedIn insight post, and a Reddit contribution. Each version needs to be optimised natively, but the underlying research and message stay consistent.
Measuring success also requires a shift. If reporting is focused only on Google rankings or organic sessions, you’re missing half the impact of a multi-platform strategy. Visibility today includes TikTok impressions, branded search growth driven by social exposure, and even whether your business is cited in AI-generated answers.
A more holistic approach to attribution combines traditional SEO metrics with platform-specific analytics. Monitoring overlaps between search data and social data reveals the true impact of your efforts. For example, a spike in TikTok reach might coincide with an increase in branded Google searches and this would be a clear sign that visibility on one channel is driving discovery on another.
The days when “doing SEO” meant optimising a website for Google alone are firmly behind us. Search has fractured across platforms, and user behaviour has changed with it. A Gen Z consumer might start on TikTok, a B2B buyer might turn to LinkedIn, and a curious homeowner might ask ChatGPT before checking a single search engine result.
That’s why search everywhere optimisation matters. It’s not about chasing every platform for the sake of it, but about ensuring your brand is findable wherever your audience is genuinely searching. That means optimising captions as carefully as meta descriptions, treating Reddit responses like long-tail blog posts, structuring data so AI assistants can understand you, and monitoring how discoverability on one channel feeds branded demand on another.
The most successful brands will be those that see search not as a channel, but as an experience. If you can meet users with clear, trustworthy answers wherever they’re looking, you’ll stay relevant in a landscape where attention is split across many different discovery paths.
So the question isn’t whether to invest in Google or TikTok, SEO or social media. The real challenge (and opportunity) is bringing them together into a coherent, future-proof strategy. Need help? That’s where Verkeer can step in.