The digital world is changing rapidly. Search engines are increasingly facing competition from LLMs such as ChatGPT and Gemini. This has consequences for your company: You need to expand your SEO strategies and adapt to the fragmented search landscape.
Find out in this article how you can increase your visibility on all relevant platforms with Search Everywhere Optimisation. This way, you will be present wherever potential customers are looking for you.
In a nutshell
Google alone is no longer enough: LLMs like ChatGPT are revolutionising the search landscape.
Become visible across all channels: from search engines to AI and social media.
Four steps to successful Search Everywhere Optimisation for your company.
What is Search Everywhere Optimisation?
Search Everywhere Optimisation extends traditional search engine optimisation (SEO). While traditional SEO focuses on search engines such as Google, Search Everywhere Optimisation takes a more holistic approach. It is about being visible on all relevant platforms. Wherever your target group is looking for information.
This includes not only search engines, but also social networks, forums or Large Language Models (LLM). Classic SEO remains an important component of the comprehensive strategy for the entire digital search landscape.
Users no longer just "google", they "instagram", "reddit", "tiktoken" or ask ChatGPT directly. They often place more trust in authentic reviews, short videos and personal recommendations than static websites.
This development requires digital marketing experts to realign their search strategies.
Fragmented search requires cross-channel thinking
Google remains the undisputed market leader among search engines. But LLMs show impressive growth curves. According to a study, Google recorded around 14 billion search queries per day in 2024. In comparison, ChatGPT had around 37.5 million prompt requests per day. Currently still a fraction of the search market.
The tools cover different search intentions. The classic search queries:
Navigational search queries: "unic.com"
Informative search queries: "What is SEO?"
Commercial search queries: "best SEO agency Switzerland"
Transactional search queries: "book SEO consulting"
LLMs are also used for other purposes:
Summarising texts
Optimising texts
Solving tasks
Writing code
Many queries or prompts cannot be clearly categorised in the classic search categories. According to the Semrush study, a comparison between Google search queries and ChatGPT searches only makes sense for around 30% of all ChatGPT queries.
What does this mean for SEO?
Searches are becoming more fragmented. For creative, explanatory or complex tasks, many rely on LLMs. Google remains the first choice for quick, fact-based or local information. This is exactly what the search strategy must take into account.
Search Everywhere Optimisation – Your future search strategy?
Search Everywhere Optimisation aims to optimise the visibility of a brand across various relevant search platforms. This includes:
Classic search engines such as Google and Bing
LLMs such as ChatGPT, Gemini and Perplexity
Social networks such as LinkedIn, YouTube and TikTok
Voice search such as Siri, Alexa or Google Assistant
Other channels such as podcasts or forums (Reddit)
Four fields of action for implementation
In most cases, it is not possible or necessary to optimise all channels at the same time. We recommend the following steps:
Start with the target group analysis
Find out which channels your target group uses to search for information. What touchpoints are there along the customer journey? Prioritise the platforms that your target group actively uses.
Analyse data from analytics tools such as Google Analytics or Matomo.
Find out more about your users with user research.
Obtain customer feedback.
Use surveys to ask your customers.
Read studies with an industry focus.
Optimise for classic search engines
A strong classic SEO strategy remains the foundation. Use content, topical authority and structured data. Pay attention to:
Implement technical SEO measures.
Deliver content in a structured way.
Create content with a focus on E-E-A-T signals.
Update content regularly.
Build high-quality backlinks with digital PR.
These measures strengthen your visibility in the classic Google search and increase the chance of being considered in AI overviews.
Optimise for LLMs
LLM optimisation, also known as Generative Engine Optimisation (GEO), makes your content visible in tools such as ChatGPT and Gemini.
Focus on the following points here:
Ensure accessibility by configuring the robots.txt for AI crawlers.
Output content in suitable formats, e.g. step-by-step instructions, short definitions or how-tos.
Publish unique and innovative content, e.g. using your own studies.
Publish relevant content on a regular basis.
Promote brand mentions in forums, social networks or on industry portals with digital PR measures.
Extra tip: Curious about your own LLM traffic? Link your GA4 data with the Lookerstudio template from Unic.
Optimise for social networks and other platforms
Have you realised that platforms like TikTok or Instagram are crucial for the customer journey? Then you should optimise specifically for these channels.
Here are some examples for different platforms:
TikTok
Pronounce relevant keywords clearly in the video.
Place keywords specifically in text overlays, transcription, video description and hashtags.
Create creative, entertaining content that authentically picks up on trends and suits the target group.
Research relevant keywords and trends in a targeted manner.
Integrate keywords in captions, hashtags and spoken content.
Work together with influencers.
YouTube
Captivate your viewers in the first few seconds with a strong introduction.
Structure your video clearly and use time stamps.
Place relevant keywords in the title, description, transcript, tags and hashtags.
The article from SearchEngineLand offers further practical tips for the targeted optimisation of content for various channels and platforms.
Get support
Do you need support in analysing your data, developing a search strategy or simply a sparring partner?
Unic supports you in creating a solid foundation so that your future customers can find you where they are looking for your products and services.
Contact for your Digital Solution
Book an appointmentAre you keen to talk about your next project? We will be happy exchange ideas with you.
Contact for your Digital Solution with Unic
Book an appointmentAre you keen too discuss your digital tasks with us? We would be happy to exchange ideas with you.
