Search everywhere optimization, sometimes referred to as SEOx, stems from the realization that people no longer look for information in just one place, like the search engine Google. Instead, users search across many digital platforms: search engines, social media, voice assistants, large language models (LLMS), artificial intelligence tools, video platforms, maps, app stores, and more. Search everywhere optimization is about making sure your content is easy to find in all of these places, not just on traditional search engines. It broadens traditional SEO into a multi-platform discovery strategy.
What Platforms Fall Into Search Everywhere Optimization?
Because the definition of SEOx is new and evolving, new platforms are being added as they gain popularity. Most industry professionals recognize eight key areas of SEOx:
- Traditional SEO (Web Search Engines)
- App Store Optimization (ASO)
- E-Commerce Search
- Social Media and Video Search
- AI and Large Language Models (LLMs)
- Voice Search
- Local Search
- Emerging and Niche Platforms
1. Traditional SEO (Web Search Engines)
Traditional SEO remains the cornerstone of discoverability, focusing on optimizing websites for search engine result pages in platforms like Google and Bing. This area involves a blend of technical SEO practices, such as site speed, crawlability, and structured data, along with on-page factors like authoritative keyword-rich content, meta data, and strong internal linking. Off-page signals, including backlinks and authority-building, also play a crucial role.
Even as new platforms and technologies emerge, the majority of users still rely on web search to begin their journey, making it essential to maintain a strong, optimized presence in traditional search results. As businesses look to grow their search engine marketing, starting with traditional SEO is still the most important first step and using SEO best practices can help.
2. App Store Optimization (ASO)
For brands with mobile apps, visibility in app stores is just as important as being found in search engines. App store optimization (ASO) ensures that your application is found when users search in Apple's App Store, Google Play, or other places where people download applications. This involves optimizing app titles, descriptions, and keywords, while also focusing on visual assets like icons and screenshots that drive engagement.
Ratings and reviews heavily influence ranking and downloads, so reputation management is critical. ASO helps apps cut through the noise in crowded marketplaces and connect with users at the exact moment they are seeking a solution. Though less important than mobile, desktop application stores can also be important to some brands and ASO principles also apply.
3. E-Commerce Search
When it comes to product discovery, many shoppers skip search engines and head straight to e-commerce marketplaces like Amazon, Walmart, eBay, and other niche platforms. E-commerce search optimization focuses on maximizing visibility within these platforms by refining product titles, crafting compelling descriptions, and leveraging attributes such as bullet points, category placement, and enhanced images or videos.
Success also depends on positive reviews, competitive pricing, and proper use of keywords tailored to how customers actually search for products. Given the dominance of Amazon and similar platforms in the buying journey, this area is increasingly vital for product and services sales growth.
4. Social Media and Video Search
Social media platforms have transformed into powerful search engines in their own right, with users turning to YouTube, TikTok, Instagram, LinkedIn, and Facebook to discover products, services, and ideas. Optimization on social means understanding each platform's algorithms and tailoring content accordingly—whether that's keyword-rich video titles and descriptions on YouTube, strategic hashtags on TikTok and Instagram, or alt text for accessibility.
Engagement signals like watch time, likes, shares, and comments also influence discoverability. Social platforms reward content that keeps its users on their platform longer. Since younger audiences in particular often search directly within these social media apps, social media and video optimization can no longer be treated as an afterthought.
5. AI and Large Language Models (LLMs)
The rapid rise of artificial intelligence tools like ChatGPT, Perplexity, and Google's AI Overviews has changed how people discover information online. Instead of typing a query into a search engine and clicking through multiple results, users are increasingly asking LLMs for direct answers and relying on those responses to guide decisions. This shift means businesses must consider how their content is being pulled, summarized, and represented by these systems.
Publish authoritative, well-structured content that models can easily parse and trust. Clear organization, factually accurate information, and signals of credibility (such as citations, schema markup, and link validation) all help improve the chances of being surfaced in AI-generated responses. Because these tools draw from vast datasets, producing unique, trustworthy content that aligns with user intent and includes trust signals is more important than ever.
6. Voice Search
With the rise of smart speakers and voice-enabled assistants like Siri, Alexa, Google Assistant, and more, search has become increasingly conversational. Voice search optimization requires a shift from traditional keyword targeting toward natural language and long-tail queries that mirror how people speak.
Structured data, FAQ pages, and concise, direct answers to common questions help brands surface in voice results. Because many voice searches are local or task-oriented ("near me" queries, for example), tailoring content for voice search ensures optimization and accessibility to users who prefer hands-free interactions and rely on voice technology for quick answers.
7. Local Search
For businesses with physical locations or service areas, local search optimization is critical to capturing nearby customers. This involves creating and maintaining a Google Business Profile (Bing and Apple offer similar profile services), ensuring consistent NAP (Name, Address, Phone) details across directories, and collecting, monitoring, and managing customer reviews to build credibility and manage reputation.
Maps platforms like Google Maps and Apple Maps play a significant role in how users find local businesses, so optimizing listings, photos, and business categories can directly influence foot traffic and calls. Local search has grown in importance as users increasingly rely on mobile devices to find "near me" solutions while on the go.
8. Emerging and Niche Platforms
Beyond mainstream search and social, there are countless other platforms where people look for information. Examples include Pinterest for visual inspiration, Reddit for discussions, Quora for answers, or even specialized industry-specific databases.
Emerging and niche platform optimization means tailoring content to relevant ecosystems, understanding their unique ranking signals, and presenting information in the right format. This could mean optimizing pins with keyword-rich descriptions on Pinterest, writing authoritative responses on Quora, or ensuring research papers are properly indexed in academic search engines. By extending optimization strategies into these spaces, brands ensure they meet users wherever their search journey takes them.
How Do I Implement Search Everywhere Optimization?
To implement SEOx effectively, start by understanding where your audience is searching for answers and then shape your content to appear in those spaces. Successful strategies emphasize clear, useful information that can work across multiple formats—text, images, video, and audio. More importantly, SEOx is about building a unified approach across platforms rather than treating each channel as a separate checklist.
Think about your customers first. Map out your ideal customer profiles (ICPs), consider their journey with your brand, and identify the platforms where they're most likely to engage—whether that's Google, Amazon, TikTok, or voice search. Each platform has its own rules of discoverability, from keywords in Google to hashtags on social media to structured data for voice assistants. The goal is simple: meet people where they are, in the way they expect to find you.
Finally, remember that "everywhere" doesn't mean literally everywhere. You don't need to chase every new platform. What matters is creating a high-quality, consistent experience on the platforms that your customers already use. By focusing on those touchpoints, you'll reach a wider audience, remain visible in a crowded digital world, and build lasting trust with the people who need your information most.
Measurement and Success Metrics For SEOx
While implementing SEOx is an achievement on its own, we must define how success will be measured. Metrics such as impressions, clicks, engagement signals, and brand mentions are useful indicators that your visibility is improving—but they should be seen as leading indicators rather than the end goal.
The true key performance indicators (KPIs) should be tied directly to business outcomes, such as app downloads, qualified leads, product sales, or revenue growth. These lagging indicators reveal whether your SEOx strategy is driving real impact for your business and not just activity. Without clear connections to business results, SEOx risks becoming just another marketing checklist item.