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Google’s new AI Mode is a major shift toward 1:1, personalised search experiences - where results are shaped by user behaviour, context, and preferences. Traditional SEO tactics aren’t enough anymore. Brands must now earn visibility across the entire search universe, before the query is even made. At Deviation, our Search Everywhere™ strategy focuses on building authority through creators, platform-native content, and audience-led discovery... because ranking isn’t the goal anymore. Showing up is!
TikTok is now a major search engine, especially for Gen Z. To do keyword research, use TikTok’s search bar, analyse top videos, and tap into tools like Creative Center and the new Creator Search Insights to find trending, intent-driven terms. Combine this with keyword data from Google, YouTube, and Pinterest to spot cross-platform opportunities. In a Search Everywhere world, your content needs to align with how people search—on every platform, not just Google.
TikTok Shop LIVE is more than a sales channel—it’s a powerful tool for brand discoverability and full-funnel conversion. By structuring your session strategically—from an engaging hook to interactive demos, product bundles, and urgency-driven CTAs—you guide viewers through the exploration and evaluation stages of the buying journey in real time. This mirrors and compresses what Google calls the "Messy Middle," helping users move from interest to purchase without leaving the platform. At the same time, repetition of your brand and product keywords during LIVE sessions seeds future [Brand]+[Keyword] searches across TikTok, Google, and beyond. This makes TikTok LIVE a high-impact component of your Search Everywhere strategy, fuelling both immediate sales and long-term visibility.
OpenAI's reported integration of Shopify into ChatGPT could redefine how users shop and discover products online, shifting from traditional search engine use to in-chat, AI-driven recommendations. This "Answer Commerce" model could reduce retailer website traffic and make structured data and rich product narratives critical for AI visibility. Brands will need to optimise for machine readability, protect against data risks, prepare for paid AI placements, and embrace multi-source discoverability ("Search Everywhere"). The future of SEO isn't about ranking links—it's about becoming the seamless answer inside a conversation.
Search has evolved beyond keywords and blue links. Today, discoverability is shaped across TikTok, Reddit, YouTube, and increasingly, AI tools like ChatGPT and Perplexity. This post breaks down how to use a Search Everywhere™ strategy to build brand visibility that shows up in search engines and LLMs — not just through rankings, but through citations, mentions, and trust signals. It's not all about influence. It’s about infrastructure.
Search isn’t just happening on Google anymore — it’s happening on TikTok, Reddit, YouTube, Discord, and beyond. In 2025, discovery is search, and smart brands are optimising for curiosity, community, and culture. I call it Search Everywhere™ — and it’s how your audience is finding you (or not).
In 2024, we soft-launched Deviation to redefine search marketing for a world where search happens everywhere - TikTok, Instagram, Amazon, and beyond. Traditional approaches focused on methods that no longer served modern audiences or brands. 'Search Everywhere' embodies our belief that search is about connecting with communities and showing up meaningfully across platforms. Deviation reflects our mindset to break the status quo and innovate. We’re proud of the early success and are committed to helping brands adapt and thrive in this ever-evolving space.
As TikTok faces a potential ban in the U.S., RedNote (Xiaohongshu) is gaining attention as a promising alternative, combining short-form videos, lifestyle content, and integrated e-commerce. Popular among "TikTok refugees," the platform offers unique opportunities for brands to connect with audiences through authentic, community-driven content and seamless shopping experiences. To succeed, brands must align with RedNote's lifestyle focus, collaborate with creators, and prioritise meaningful engagement, all while navigating cultural nuances and localisation challenges to establish a strong presence in this evolving social landscape.
TikTok SEO involves optimising your content to enhance visibility and engagement on the platform. Key strategies include using relevant keywords in captions, selecting appropriate hashtags, and creating engaging content that resonates with your target audience. Understanding TikTok's features—such as the search function, Discover tab, and sound search—is essential for effective optimisation. By leveraging these elements, you can increase the chances of your content appearing on users' For You Pages (FYP) and in search results, thereby expanding your reach and influence on the platform.
Let’s look at User-Generated Content (UGC) and its impact on search engine optimization (SEO). UGC refers to the content created by users, rather than brands or organizations themselves, and it plays an increasingly important role in building trust and credibility for a brand.
In this blog, we explore the concept of decision fatigue and its impact on SEO. With the increasing adoption of SEO strategies and decreasing content quality, users are experiencing decision fatigue online. Creative SEO can change this, so let's talk about Creative SEO.
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