For years, being discoverable online meant ranking high on Google. But today, even dominating Google isn’t enough, and it’s getting harder to do so anyway.
Organic traffic from Google is declining, squeezed by zero-click searches and crowded results. In 2024, nearly 60% of Google searches ended without any click at all.
In other words, most users either find what they need directly on Google’s results page or give up without visiting a website. Even when users do click something, Google often keeps them within its own ecosystem.
This is a big wake-up call. If your SEO strategy is all about getting that precious click from Google, you’re competing in a shrinking slice of attention.
This article will explain why traditional SEO thinking is due for an upgrade and introduce Search Everywhere Optimization: A framework to keep your brand visible everywhere people search.
The Shift in Consumer Discovery
Crucially, consumers aren’t just using Google less, they’re discovering information elsewhere by choice. The way people search is fundamentally changing, especially among younger audiences. By now, you’ve heard the anecdotes: “My kids search on TikTok instead of Google.” It’s more than a quirky trend; it’s backed by data.
Google’s own internal research found that nearly 40% of Gen Z prefer searching on TikTok or Instagram over Google. Another study found 74% of Gen Z use TikTok as a search engine and over half actually favour it over Google.
It’s not just Gen Z and not just TikTok. Think about how often you yourself go straight to YouTube for “how-to” videos, or to Reddit for candid discussions. Product searches have migrated too. In 2023, 50% of online shoppers worldwide started their product hunt on Amazon, while only 31% started on Google.
And then there’s the rise of AI assistants and chatbots. Tools like ChatGPT exploded onto the scene and quickly became go-to “answer engines” for many users. ChatGPT reached 100 million users within two months of launch, and as of 2025 it’s handling over 1 billion queries a day.
That’s a staggering amount of question-answering happening outside of traditional search engines.
The Opportunity for MENA Brands
All this might sound like a challenge, but it’s also a massive opportunity, especially for brands in the MENA region. MENA’s digital landscape is unique: it’s extremely youthful, mobile-centric, and social. Over 60% of the MENA population is under 30 and these young consumers are often the ones searching beyond Google first.
The region also boasts some of the highest connectivity in the world; for example, the UAE’s internet penetration is 99%, with social media usage exceeding the total population.
People here practically live on their smartphones. This means the audience for non-Google searches is huge. Early-adopter brands can win big by showing up wherever that attention flows.
Imagine a consumer in Riyadh looking for a new skincare brand, she might search on Instagram hashtags, watch TikTok reviews, or ask friends on Snapchat. If your brand has optimized content on those platforms, you’ve got an edge. If not, you’re invisible at that moment.
Many MENA brands have been slower to adapt to this multi-channel search reality, which is precisely why there’s an opening. While your competitors are still pouring all their effort into Google SEO and paid ads, you can leapfrog by building presence on the platforms your customers frequent.
What Is Search Everywhere Optimization?
“Search Everywhere Optimization” is exactly what it sounds like: optimizing your brand’s visibility across all the channels people use to search, not just search engines. It’s a mindset shift for marketers who’ve been Google-centric.
Traditional SEO was about catering to one algorithm (Google’s). Search Everywhere Optimization, expands your thinking to any platform with a search bar or discovery feed. That means YouTube, TikTok, Instagram, Amazon, LinkedIn, Reddit, voice assistants, and yes, Google too.
Put simply, Search Everywhere Optimization isn’t about ranking on just one platform; it’s about showing up everywhere your audience is searching
How Brands Can Apply It
So how can you put Search Everywhere Optimization into practice? It might sound daunting, but it’s quite doable with a strategic approach.
Here are some actionable steps brand marketers and CMOs can take right away:
Map Your Audience’s Search Journey
Start by researching where your customers search for information. Ask questions and gather data. Do they look for product recommendations on YouTube or TikTok? Do they search directly on Amazon for items like yours? Maybe they trust Google for some queries but turn to Reddit or Quora for others. Identify the top 2–4 platforms beyond Google where your audience is seeking answers. This is where you should focus your efforts first.
Tailor Content to Each Platform
Once you know the key channels, create content native to each. Don’t just copy-paste your web blog article into a LinkedIn post or cram a flyer onto Instagram. Tailor it. For example, if you’re targeting TikTok search, produce a snappy, captioned video that hits the keywords (e.g. a quick “how-to” demo of your product) because TikTok’s algorithm will pick up text on-screen and in descriptions.
For YouTube, maybe it’s a longer-form tutorial or behind-the-scenes vlog, with a title optimised for what your customers search. On Amazon, ensure your product descriptions are rich with the terms shoppers use and your imagery is top-notch. Each platform has its own SEO levers (hashtags, titles, descriptions, etc.) use them deliberately.
Repurpose and Recycle Smartly
One piece of content can often be adapted across multiple channels with minimal extra effort. This is a secret weapon for omnichannel presence. For instance, a blog post can be turned into a short video series, an infographic, and a podcast segment.
This boosts your reach without a linear increase in workload. Just be sure to adjust format and tone appropriately, what works on your website might need a creative twist to shine on TikTok or Instagram.
Implement Cross-Channel Tracking
To lead this strategy, you’ll need to track performance beyond just Google Analytics. Set up UTM parameters and unique referral codes to attribute traffic and conversions from non-Google sources.
Many platforms have their own analytics (e.g. TikTok Insights, YouTube Studio, Amazon Seller reports). Keep an eye on those to see how people are finding you.
It’s crucial to build a reporting dashboard that lets you see the whole picture, web traffic, social engagement, marketplace sales, so you can measure ROI across channels.
This cross-channel data will help you refine your approach and double down on what’s working.
Final Takeaway
Here’s the candid truth: brand visibility in 2025 and beyond depends on being omnipresent in search. The days of betting all your chips on Google alone are over. Google is still important, but it’s just one piece of a much larger puzzle. As brand leaders, we need to meet our customers where they are, and today, they are everywhere.
Search Everywhere Optimization isn’t a luxury or a buzzword; it’s the new baseline for marketing strategy. If you want to maintain and grow your share of attention, you must optimize for search on every relevant platform, from the biggest search engines to the niche apps that matter in your sector.
