Upwork employs 'Search Everywhere®' framework with deviation

Upwork employs 'Search Everywhere®' framework with deviation

• Upwork Inc., the world’s human and AI-work marketplace, has signed Deviation agency to deliver its award-winning Search Everywhere® framework.
• The partnership aims to increase Upwork’s Share of Search, Branded Search Demand and Organic Visibility across social and search platforms.
• Deviation solidifies itself as a global agency, with clients spanning across the UK, Europe and now the USA.

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Deviation, the Search Everywhere® Agency, announces its new partnership with Upwork, working with the freelancing platform to build the brand’s share of search and visibility across platforms.

Following a pitch process, a strategic partnership was agreed, with both agency and brand acknowledging the changing state of search and the need to demand attention across the emerging search universe.

With modern consumers now discovering and evaluating products/services across YouTube, TikTok, Instagram, LinkedIn, blogs, forums, and AI-generated summaries long before engaging directly with brands, ‘traditional search engines’ are no longer the primary gateway.

Deviation will primarily deliver a stream of social search content, fuelled by content creators to engineer discoverability in key categories for the brand. These strategic outputs are designed to grow Upwork’s Share of Search, its AI/LLM citations, and its associated branded search queries.

Ashley Liddell, Co-Founder at Deviation and pioneer of Search Everywhere strategy described the partnership,

“The US tech market is at the forefront of how search behaviour is evolving. B2B Audiences are increasingly platform-agnostic, moving between YouTube, LinkedIn, TikTok, Instagram, and AI/LLM tools to inform decisions. For a brand like Upwork — connecting businesses with the talent they need in an increasingly AI-shaped world — showing up consistently across the entire search landscape isn't optional, it's essential. Search Everywhere® is designed to do exactly that, building visibility, authority, and preference wherever discovery happens. This partnership reflects both the growing demand for this approach in the US and our ambition to help tech brands lead in this new era of search.”

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Blair Witte, Director Brand + Social Marketing at Upwork added,

“Too many brands are still optimizing for where search used to happen instead of where it’s going. Our customers are learning, comparing, and forming preferences across social platforms and AI tools. Partnering with Deviation allows us to meet that shift head-on and ensure Upwork is not just present, but leading the conversation around how work gets done."

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The partnership marks Deviation’s first client on US soil, enabling the team to implement its Search Everywhere® strategies across new territories.

To support the growing appetite from brands for the Search Everywhere® approach, the agency has rapidly grown to a team of 7, including hires across Search as well as building out its Digital PR and Creator Partnerships departments; further roles are now live as the team continues to grow.

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