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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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