“Search engine optimization” is becoming a more contested term almost daily. From growing interest in “answer engine optimization” to the rise of an online audience that is searching and finding what they need outside of the traditional “search engine,” there are all kinds of reasons to start questioning what we think we know about SEO—and there are also reasons to stay the course and stick to what is working already.
It all depends, of course, on who your company is, where your audience hangs out online, and the constant shifting of the technology that provides the foundation upon which all digital marketing operates. In this post we’ll cover 2 important changes in user search behavior that any business or professional marketer needs to be aware of: AI searches and omnichannel searches.
What is AI Search?
An “AI search” refers to someone using an AI-powered platform, such as ChatGPT, to find information, as opposed to searching in Google and using the AI overview. For example, people know that ChatGPT has access to a wide variety of information and will directly respond to their query, if possible, so if they already know exactly what they are looking for, a user may skip Google and go directly to Chat.
How to Optimize for AI Search?
One of the best ways to appear in AI search results is to establish the credibility of your company and the information you offer online. For this, you’ll need a fairly well-established and reputable operation that provides a foundation to build online authority. Then, you’ll need to get more citations in industry publications and have an active presence across multiple platforms—think social media, YouTube, and Reddit—so that LLMs keep coming across your information and business when they scour the internet for responses to queries.
That said, this approach, often called “omnichannel marketing” is recommended for all businesses, anyway, and there is of course a limit to the number of specific businesses an AI search engine can talk about. So while it’s a good idea to build credibility for potential AI search appearances, we wouldn’t recommend focusing too much on it or spending too many resources in pursuit of this. (The exception would be if you are a very large company that competes nationally or internationally already)
What is Omnichannel Search?
“Omnichannel search” refers to the multiple platforms that function like search engines today. These include Reddit, ChatGPT, Pinterest, and social media sites like Facebook and TikTok.
For example, someone looking for wedding planning ideas isn’t just going to start with Google. With visually oriented searches like this, they’d most likely start on Pinterest. Perhaps they see something they like on there that they remembered from a recent friend’s wedding. To confirm, they might go to Facebook to see photos from their friend’s wedding. From there, they may look up the Facebook page for the DJ or planner they used. Now they can contact and book.
What’s missing here? Google. This person found what they needed online and they never “googled” anything. This is an experience that is becoming more common. And you don’t have to modify this example too much to see other scenarios where Google is avoided; maybe the wedding person just used Facebook or Pinterest the whole time. Swap Facebook for TikTok, especially if it’s a younger user; there are plenty of chances to connect with wedding planners there, too.
This is not to say that Google is dying, or you shouldn’t optimize your site for Google; it still has about 90% of search traffic, so you definitely should. What we’re saying is that business owners and marketing professionals need to be aware when user behavior shifts and create strategies to capture the growing non-Googling audience that’s out there.
How to Build an Omnichannel Presence
To a certain extent, solid strategies to capture more of this online omnichannel audience will depend on what you’re selling and the size of our business. But there are some sure-fire ways to make sure you’re diversifying where you appear online:
1. Have consistent branding: This is an important, yet oft-overlooked piece to digital marketing. No matter what platform you’re posting on—Facebook/Instagram, Reddit, YouTube—users should encounter the same engaging logos, colors, and tone. This helps net-surfing users recognize your brand consistently when you offer something they’re interested in.
2. Know your audience: You may know who you want to sell to, but you might not know all the places they hang out online. Do some digging into the online habits of your target audience, and prioritize marketing in those spaces.
3. Get cited by respectable websites: If you have a lesser-known service or product, or it fills a niche that many people might not be aware of, you have to do business-to-business outreach or contact respectable trade publications and get your website cited on theirs. These citations will start appearing everywhere users are looking for credible references, whether for products, services, or just information. Building personal relationships still goes a very long way in the digital age, so put in the work there.
4. Use Dynamic Media to appear everywhere: Don’t just pump out a blog every month with some stock imagery and expect to appear in omnichannel searches. LLMs and, of course, video search engines like TikTok and YouTube are going to be reviewing and finding more than just text content or ad copy, so your business needs to have a dynamic online media profile. This includes the obvious step of having a social media presence. But you should also figure out how you can use short-form and even longer-form videos to engage your audience—this isn’t always difficult or time-consuming, as an example in the next section will show.
Omnichannel Tips For Local Business
Local businesses, such as plumbers or HVAC companies, might not have the sheer authoritative power to be cited in every omnichannel or AI search. That doesn’t mean they should give up and stick to Google.
At BBM, we have a local HVAC client who has grown his business successfully by simply getting on TikTok and answering questions from community members—not just about HVAC, but entrepreneurship and how to start a business as a young professional. This approach is easily reproducible by any local business owner—you just need to be aware of the opportunity and commit resources to make it happen.
Reddit, for example, often has threads devoted to specific cities, towns, areas, even neighborhoods. If you are a small business serving a local community, get on Reddit and see what people are saying about your industry, and see if you can add to the conversation. Bonus points if someone mentions your business and you can respond directly! Remember to make it clear who you are, what you do, and where else you can be found.
Take Your Business to the Beyond with BBM
If you’re a business owner with further questions or aren’t sure where to start with omnichannel optimization, talk to the experienced digital marketing team at Beyond Blue Media. We offer an array of cohesive online marketing services that will help identify our audience, get you in front of them, and keep your business growing. We’re the team to call when you need to level up. Contact us today!
