Search Has Changed: Here’s How to Keep Up
When you hear “SEO,” do you instantly think of Google rankings? You’re not wrong, but you’re not seeing the full picture anymore. Search has evolved, and today’s consumers aren’t just relying on Google to find what they need. They’re searching across platforms such as TikTok, Instagram, YouTube, Amazon, Yelp, and even AI assistants like Siri, Alexa, and ChatGPT. That means the way businesses approach visibility has to change, too.
If you want to stay ahead, SEO can’t just mean “ranking on Google”. It has to mean being discoverable wherever your audience is searching.
Why Search Is No Longer Just Google
The reality is that consumers are searching everywhere. Many Gen Z consumers prefer searching on socials like TikTok, YouTube, Instagram, and Pinterest over Google to find products and services.
On top of that, marketplaces like Amazon and Etsy, and review platforms such as Yelp and Tripadvisor are serving as a first touchpoint for local businesses. Customers may discover you long before they ever land on your website, if you’re optimized to show up where they’re looking.
Social Media SEO Is Real
It’s not just about hashtags anymore. Platforms like TikTok and Instagram are becoming search-first environments, where captions, alt text, and bio links influence whether your content gets found.
To boost your discoverability on your socials, you can:
Use descriptive language in captions that matches what people are searching for
Optimize video descriptions, keyword-rich bios, and alt text to boost SEO
Treat your social profiles like mini search engines to increase your chances of being discovered
The more intentional and searchable your content is, the easier it is for the right audience to find you.
The Google Connection Isn’t Gone, It’s Evolving
Google still rules global search, but the way it surfaces results is shifting. Google now pulls content like TikToks and YouTube videos directly into its results pages, meaning that optimizing for one platform can give you visibility on another.
Local SEO is also more important than ever, especially for service-based businesses. Your Google Business Profile and Maps listing are often the first thing people see when searching for services “near me.”
Google may not be the only search platform anymore, but it’s still a critical tool for reaching your audience.
The Power of Cross-Channel SEO and How to Build It
SEO today isn’t just about Google. It’s about creating a web of visibility across multiple platforms. Someone might discover your brand on TikTok, then Google your name later, or read your Yelp reviews before landing on your website. When channels work together, they support one another. Consistent messaging turns those touchpoints into a brand people remember.
To build a strong multi-platform SEO strategy, start by identifying where your audience is searching: TikTok, Instagram, Google Maps, or even AI-powered search tools. Research keywords and tailor your content for each platform while keeping your core message consistent. Finally, track your performance across multiple fronts, including social insights, YouTube analytics, and marketplace dashboards, so you can spot patterns and reallocate time and money toward what’s working best.
Why This Matters More Than Ever
Attention spans are shrinking, algorithms keep shifting, and search habits are evolving. Relying on just one platform is risky. The brands winning right now are showing up in multiple search spaces, widening their visibility, and staying top of mind wherever their audience goes.
The bottom line: Search has changed. SEO isn’t a one-platform game anymore. The businesses that embrace a multi-platform SEO strategy in 2025 will be the ones that win in 2026 and beyond.
Learn More about SEO Strategies with Lawson House
If search strategies and content optimization is a newer concept for you, we’ve got a few resources that might help:
Click here to get our SEO for beginners tutorial and a free SEO checklist.
Check out these 5 tips for boosting SEO on your website.
Ready to take the next step? Let Lawson House guide you through an SEO strategy tailored to your business. Reach out to us today, and let’s start driving more traffic to your website!
