Don’t Fall for the Google Trap: Old SEO vs. New SEO

Key Concepts

Decision Moments: The specific instances where consumers choose a product or service, often occurring outside traditional search engines.
Google Trap: The pitfall of focusing solely on Google rankings while ignoring the diverse platforms where customers make buying decisions.
Search Everywhere Optimization (SEO): A strategy that optimizes content and brand presence across all platforms where customers make decisions, not just Google.
Visibility vs. Validation: Visibility is being present in search results, while validation is being mentioned and trusted in conversations and recommendations.
Platform-Specific Strategies: Tailoring content and approach to match the unique psychology and algorithms of each platform.
RICE Framework: A prioritization method (Reach, Impact, Confidence, Ease) for selecting which platforms to focus on for SEO.

The Shift in Consumer Behavior

Consumers are no longer primarily "searching" in the traditional sense (typing keywords into Google and evaluating results). Instead, they are "deciding" across a multitude of platforms and touchpoints. This shift has rendered traditional SEO, focused on Google rankings, less effective. While Google handles 13.7 billion searches daily, this represents only 27% of all search activity. The remaining 73% occurs on platforms like Instagram, TikTok, Amazon, Reddit, YouTube, and Chat GPT.

The Google Trap

Businesses that remain solely focused on Google rankings are falling into the "Google trap." They are optimizing for visibility in one place while customers are making buying decisions elsewhere. This results in decent traffic but flat conversions and stagnant sales.

The Modern Consumer Journey: A Constellation of Micro-Decisions

The consumer journey is no longer a linear funnel but a constellation of micro-decisions happening simultaneously across various platforms. Each platform serves a different psychological function:

Google: What to click.
Reddit & Reviews: What to trust.
Amazon & TikTok Shop: What to buy.
App Store Ratings: What to try.
YouTube & Podcasts: What to think.
Chat GPT & AI Models: What to believe.
Instagram & LinkedIn: Who to follow.
AI (general): Who to cite or reference.

These decisions are not sequential; they occur simultaneously, sometimes within minutes. Consumers might see a product on TikTok, check reviews on Amazon, validate it in a Reddit thread, and ask Chat GPT for alternatives, all without visiting the brand's website.

Search Everywhere Optimization: The New Playbook

Search Everywhere Optimization (SEO) involves optimizing for every platform where decisions are made, including Google. It's about getting chosen across the entire internet, not just found on Google. This requires designing content, presence, and brand to show up where customers are making decisions. The acquisition of the app store optimization company "Yo" is an example of this strategy.

Platform-Specific Strategies: Matching the Decision Code

Each platform functions as its own "decision engine" with unique psychology and algorithms. Therefore, a one-size-fits-all approach is ineffective. Examples:

TikTok: Driven by emotions and novelty. Content should be immediate, visual, and emotionally resonant.
YouTube: Focused on retention and perceived expertise. Content should offer depth, authority, and proof of knowledge.
Chat GPT: Relies on citations and semantic clarity. Content should be clear, factual, and from authoritative sources.
Amazon: Driven by social proof and trust. Reviews are paramount.
Instagram: Focused on aspirational identity. Products are tied to a desired lifestyle.
Reddit: Values raw authenticity. Marketing speak is rejected.

Visibility vs. Validation: The Key to Influence

Visibility is simply being present, while validation is being mentioned and trusted. AI summarizes information based on mentions and trust signals. Brands must be part of the validation network (mentioned in Reddit threads, cited in articles, reviewed on Amazon, referenced in podcasts) to be visible in AI's decision-making process.

The RICE Framework: Prioritizing Platforms

The RICE framework helps prioritize platforms for SEO:

R (Reach): How many people search on the platform daily?
I (Impact): How much business impact could this have?
C (Confidence): How confident are you that you can succeed here?
E (Ease): How easy is it to execute?

Score each from 1 to 10, multiply by the reach number, and prioritize accordingly. Most businesses should focus on two to three platforms initially.

Compounding Influence: The Power of Cross-Platform Trust

When Search Everywhere Optimization is executed effectively, influence compounds across platforms. Mentions in Reddit threads are indexed by Google, citations by Chat GPT reinforce authority, and positive Amazon reviews influence decisions that started on TikTok. The goal is to be woven into the fabric of how decisions are made in the industry.

Conclusion

The marketing landscape has shifted. Consumers are making decisions across a multitude of platforms, and traditional SEO focused solely on Google is no longer sufficient. Search Everywhere Optimization, which prioritizes strategic presence and validation across relevant platforms, is the new imperative. By understanding the unique psychology of each platform and tailoring content accordingly, businesses can tap into the decision-making moments that drive conversions and build lasting influence. The biggest opportunity lies in optimizing for AI and Large Language Models (LLMs).