Having a search engine–agnostic strategy is more critical than ever.
Web search is no longer a single-channel activity but a multi-modal behavior spanning search engines, social media, retail platforms, and AI-powered tools. While SEO remains a cornerstone of visibility, brands seeking to make an impact will have to leverage social media platforms and optimize content for generative AI platforms to make a true impact and leave lasting impressions for their prospective customers.
Brands must create connected, AI-friendly repositories of information across channels that ensure relevance and drive consumers to the right places. Accuracy and discoverability across these evolving touchpoints are a must—evaluating the need for clear, universal brand identity and value propositions to customers.
Other Platforms in the Search Spotlight:
Consumers are leveraging e-commerce platforms, YouTube, social media, and generative AI to help drive their online information journey. Your SEO plan must be optimized for a search engine–agnostic approach.
Influencer-led Search
Younger consumers in particular are leveraging social media platforms like TikTok and Instagram to help with product searches and questions. Nearly 45% of Gen Z report trusting a real person for information versus a website or text. The rise of influencer-driven SEO means having an influencer strategy for your brand is more important than ever.