Search Optimisation Everywhere: Your Multi-Platform Strategy for 2025
Discover 'Search Optimisation Everywhere' and learn how to engage your audience across various online platforms.
Hello and welcome to this issue of David Rosam On Digital Marketing.
This week’s is a big one. We’re moving on from your website and brand into the rest of the internet, where your audience isn't just searching on Google anymore. They're asking questions on Reddit, discovering products on TikTok, researching on YouTube, and getting answers from ChatGPT. If your optimisation strategy is still Google-centric, you're missing out on opportunities to engage with your customers.
That’s why it's time to consider embracing Search Optimisation Everywhere—a holistic approach that meets your audience wherever they search, discover, and engage online.
The Reality: Search Has Scattered
The landscape of search behaviour has undergone a significant shift. Your potential customers may embark on their journey on TikTok, validate opinions on Reddit, deep-dive on YouTube, or cross-reference on LinkedIn. Each platform serves as both a discovery channel and a data source for AI models that are reshaping how information gets surfaced.
This fragmentation presents a unique opportunity. While competitors focus solely on traditional SEO, you can establish a presence across the entire digital ecosystem where your audience actually spends time.
Start With Your Audience, Not The Platforms
Before diving into platform-specific tactics, map your customer journey. Where does your target audience research? What problems are they trying to solve? Which platforms feel natural to them for different types of queries? By understanding these factors, you can strategically select the platforms that best align with your audience's behaviour and needs.
The Platform Ecosystem That Matters
Reddit appears in 77% of product review searches and ranks as the third most cited domain in AI Overviews. Success here demands genuine community engagement. Understand subreddit cultures, participate consistently in three to five relevant communities, and focus on being helpful rather than promotional.
YouTube serves as both the world's second-largest search engine and the second most cited domain in AI Overviews. You should optimise videos with targeted keywords in titles, descriptions, and captions. Partner with established channels to build your footprint faster than starting from scratch. YouTube content has staying power that social media posts simply don't have.
TikTok has evolved into a full search engine, especially for Gen Z product discovery. Optimise captions, hashtags, sounds, and video descriptions. Here's something many miss: TikTok content gets discovered through search, not just the algorithm. Think searchable, not just entertaining.
LinkedIn and X/Twitter directly feed Microsoft's models and Grok, respectively. Publish rich articles on LinkedIn without privacy restrictions. Share content frequently on X/Twitter with strategic links to help AI models understand your expertise. The goal isn't just human engagement but getting information into AI training datasets.
Pinterest drives product discovery for millions monthly. Use keywords strategically in pin titles and descriptions, enable rich pins with schema markup, and create content that encourages saves and shares. Pinterest users often have purchase intent, making this platform particularly valuable for product-focused businesses.
Content Repurposing: Your Efficiency Multiplier
Transform your high-value content into platform-native formats. Take a comprehensive blog post and convert it into multiple engaging formats, including an X/Twitter thread that highlights key insights, a Reddit discussion starter in relevant communities, a LinkedIn article with professional context, a TikTok script that breaks down complex concepts, and Pinterest pins showcasing visual elements.
AI tools can streamline this syndication process, but always adapt content to respect each platform's culture and user expectations. What works on LinkedIn won't work on TikTok, and Reddit users can spot promotional content from miles away. And most people can recognise ‘pure’ AI content these days.
Think Beyond Human Engagement
Your goal includes getting information into AI training datasets that power search experiences. Platforms like Quora, Ask.com, and industry forums provide ideal question-answer pairings that AI models harvest for training data. Create multimodal content—video, audio, images, and text—because AI models train on diverse media types.
This comprehensive approach ensures your expertise gets represented across different AI platforms. When ChatGPT or Perplexity answers questions in your field, you want your insights to be part of that knowledge base.
Building Your Owned Ecosystem
Diversifying across platforms reduces single-point-of-failure risk, but building owned channels creates controllable and lasting value. Develop email lists for direct audience communication, podcasts that establish thought leadership, webinar series that build community, and private communities that foster engagement.
These owned channels provide direct traffic and relationship-building opportunities that aren't dependent on algorithm changes or platform policies.
Integration Matters
Search Optimisation Everywhere thrives when integrated with Digital PR, influencer marketing, and content strategy. Secure mentions in industry publications. Build relationships with established creators. Create content worth discussing and sharing.
Technical fundamentals still matter. Ensure your content remains crawlable and indexable across platforms. The basics haven't disappeared—they've just expanded across more channels.
Expand Your Search Presence
Search Optimisation Everywhere isn't about doing more work—it's about working smarter across the full spectrum of discovery channels where your audience engages. Choose your platforms strategically, create content that respects each environment, and build systems that multiply your efforts. But don’t forget your SEO and Content Strategies for your website, it remains your most important digital resource.
