Do you remember when search meant just Google? Those days are long gone.
Today, there’s more than one way to search. And while traditional search engines still matter, they’re no longer the top choices for many users who want fast facts and finds. Besides search engines, large language models (LLMs) have gained a foothold in the search market.
LLMs are like a quantum leap in how people find answers. Slowly but surely, ChatGPT, Gemini, and Perplexity are dominating as primary research tools for millions of users daily.
Beyond these AI-powered platforms, your audience searches on TikTok for trends, Amazon for products, LinkedIn for business insights, and YouTube for tutorials.
This level of fragmentation means your optimization strategy must evolve beyond the narrow confines of traditional SEO. Pigehole your strategy within search engines alone, and you’ll find yourself missing out on traffic and visibility.
Why Traditional SEO Is No Longer Enough
It’s no secret that Google handles over 13 billion searches daily, but today’s users no longer run one search and call it a day.
Today, the average user uses a search engine, an LLM-powered chatbot like ChatGPT, Gemini, or Perplexity, and maybe an e-commerce platform like Amazon.
Given the number of channels users leverage, your brand needs to be in more places outside Google’s SERPs. And this is why your usual approach to SEO — effective as it was for decades — will no longer cut it.
What Is Search Everywhere Optimization (SEvO)?
Users are still performing the same searches, albeit on different channels, so there’s room for change when you’re maximizing online visibility.
In other words, your strategy has to go from SEO to SEvO.
SEvO (or search everywhere optimization) is similar to SEO — except this time, your optimizations are for search engines, as well as LLMs and other places users can perform searches.
With SEvO, you can leverage omnichannel presence, making your brand easier to find no matter where your audience runs their searches.
Key Platforms for SEvO
We’ve said that you now need to optimize for multiple channels, but what are they? Here’s a short list of key platforms for which you need to optimize:
- AI-Powered Engines: LLM-powered chatbots like ChatGPT, Perplexity, and Gemini synthesize information from across the web to provide comprehensive responses to user queries.
- Social Media Platforms: Nearly half of all Gen Z users take to social media for their searches, so you’ll be missing out if you’ve narrowed your efforts to Google or Bing.
- E-Commerce Platforms: Amazon, eBay, and specialized marketplaces are now product search engines where purchase decisions begin and end.
- Voice Assistants: Using structured data and real-time web access, Siri, Alexa, and Google Assistant handle millions of spoken queries daily, providing instant answers and recommendations.
- Enterprise AI Tools: Tools like Microsoft Copilot are go-to solutions for professionals looking for information within their work environments. Optimizing for these platforms enables you to reach decision-makers more quickly.
The Difference Between SEvO and SEO
Traditional SEO concentrates on ranking factors specific to Google’s algorithm. Using this approach, your optimizations will be aimed at keyword research and use, backlink building, and focusing on technical elements like page speed and mobile responsiveness.
By contrast, SEvO is broader. While it includes traditional SEO elements, it also covers:
- Social media optimization
- Content structuring for LLMs
- Voice search preparation
- Platform-specific content creation (like short-form video content for TikTok)
Why SEvO Matters in the LLM Era
By 2028, LLM search volumes may overtake those of traditional search engines — and it’s easy to see why.
With LLMs arriving on the search scene, chatbots like Gemini and Perplexity are now easy sources for real-time information. And with OpenAI’s and Anthropic’s web crawling updates, we may see traditional search engines becoming just part of a larger search ecosystem.
Users Search Everywhere: Google, TikTok, YouTube, Amazon, ChatGPT, and More
Audiences today won’t limit themselves to just one platform. After all, there are options now, especially with the arrival of LLMs and the continued boom of social media and e-commerce.
Think about it: A potential customer might discover your brand through a TikTok video and research your products on Amazon or Perplexity. It’s also not a stretch to imagine your customer checking your LinkedIn for credibility and finally visiting your website for detailed information.
And of all these platforms, AI is topping the list in everyone’s search repertoire.
Risk of Lost Traffic and Brand Visibility Without Multi-Platform Optimization
If your content isn’t structured and optimized for AI understanding, you’re invisible in numerous interactions. And if you need numbers, research shows that ChatGPT alone handles over 10 million queries daily.
Worse yet, this invisibility is a slow brand killer. Without consistent optimization efforts, your visibility decreases further while your competitors who understand SEvO capture more attention and traffic.
Core Strategies for Search Everywhere Optimization
So, how do you kick start your SEvO strategy? We’ve identified these four core strategies.
Entity and Authority Optimization
Like search engines, AI systems understand entities like specific people, places, things, and concepts better than abstract ideas. To appear in search and LLMs, create comprehensive content that showcases your expertise, links to authoritative sources, and maintain professional profiles that reinforce your credibility.
Platform-Specific Optimization
Leveraging platform features effectively is all about understanding how each system surfaces content to users.
For instance, video content performs exceptionally well on TikTok and YouTube. Meanwhile, your professional insights are more suited for LinkedIn.
By contrast, interactive content like polls and Q&A sessions engage audiences on Instagram and Twitter.
LLM Engine Optimization (LEO)
LLM systems favor explicit, factually supported content that directly answers user questions.
Hence, use entity-rich content because it increases your chances of being cited by LLMs. When you mention specific people, places, products, and concepts with proper context, AI systems will be able to easily understand and reference your content.
Cross-Platform Content Distribution
Yes, you should change your content based on the platform you’re optimizing for — whether for LLM searches or social media. But your messaging should remain the same. So, don’t be afraid to repurpose content by tweaking its format.
Measuring Success in SEvO
When tracking SEvO performance, a 30,000-foot view of your efforts is essential. This means measuring more than traditional SEO metrics.
Key Metrics
Besides organic traffic, search volume, and clicks, you’ll have to keep track of:
- Social media reach
- Engagement rates
- Follower growth
- AI mentions (like on Google)
- AI, voice assistant, and social media referrals
Tools for Tracking Performance in Both Classic and AI-Driven Search Environments
The following tools can help you track your visibility across multiple channels:
- Social media management platforms like HootSuite and Sprout Social
- Voice search optimization tools (we love Answer The Public)
- Cross-platform analytics dashboards
Future Trends: The Expanding Role of AI in Search
What does the future hold for search and AI’s role in it?
There are numerous projections, but the most salient one is probably the surge in predictive and conversational search.
As you’re reading this, AI systems continue to better understand context, user intent, and follow-up questions. And with LLMs capable of analyzing images and video, multimodal search optimization will be increasingly important.
With LLMs taking on search engine functions, LLM mentions will be the new SERP rankings. As LLM systems become more available, your brand may get a definitive edge by appearing on both traditional and AI-powered searches.
Be Everywhere All at Once
The rise of LLM-powered and multi-platform searches tells you one thing:
If you’re sleeping on SEvO, you’ll be missing out on some serious online visibility.
Take a holistic approach to your online strategy, and stay ahead of your competitors early on. Are you ready to future-proof your digital presence and dominate searches?
Connection Model’s experts specialize in multi-platform and AI-driven search optimization. Contact us today to ensure your brand is discoverable wherever your customers are searching.
Written By: David Carpenter
