AI is undeniably evolving search, but I notice that visibility is significantly leaning towards platforms that are dominating the results and capturing user attention.
Much of today’s SEO discussions revolve around AI, from AI Overviews to ChatGPT and other LLMs. There’s genuine concern about these technologies diverting traffic from business websites, urging a shift towards GEO or AEO.
This concern holds merit. AI is indeed diminishing traffic for numerous sites, particularly those dependent on top-of-funnel, informational content. However, data indicates that AI might not be the sole driving force of change.
For years, I’ve observed user behavior splintering across various platforms in my agency work.
Here’s the data on how search behavior is evolving across platforms and why adopting a ‘search everywhere’ strategy is crucial, beyond just focusing on LLMs.
Third-party Platforms are Disrupting Traditional Search
People now turn to TikTok for restaurant suggestions, YouTube for tutorials, Reddit for authentic reviews, and Amazon for purchasing products. These platforms are often replacing traditional search engines like Google and Bing as the initial resource.
This shift isn’t just behavioral; it’s reflected in traffic metrics too. Amazon and YouTube, for instance, drive considerably more desktop traffic than ChatGPT, a trend highlighted by Rand Fishkin.
Recently, I conducted a thorough share of voice analysis for a client, with objectives to identify competitors leading in traditional search, discover keyword and content gaps, and devise a content roadmap to address these gaps.
Interestingly, the analysis revealed that our main competitors weren’t other traditional players, but rather platforms like YouTube and Reddit.
These platforms perform strongly in traditional searches, claim valuable SERP real estate, and redirect users from Google and Bing to their ecosystems.
The key takeaway: neglecting these platforms means missing out not only on visibility in traditional search but also on grabbing valuable user attention when they move away from Google to watch videos or read threads.
It’s not just my client’s site seeing this trend. Undertake this kind of analysis for your site to discover who your actual competitors are in traditional search; the findings might surprise you.
Dive deeper: Why social search visibility is crucial for discoverability
Third-party Platforms Can Have Higher Search Volumes
Not only are platforms like YouTube and Reddit securing traditional SERP spaces, but searches within these platforms can sometimes outnumber those on Google or Bing.
For instance, YouTube is a powerhouse for tutorials and “how-to” content. A term such as “how to fix a leaky sink faucet” shows 15 times more search volume on YouTube than in traditional searches globally.
While search volumes are estimates, aligning your content strategy with where users are actually searching is crucial. For topics like the one mentioned, creating a YouTube video is essential.
For a holistic ‘search everywhere’ approach, develop a blog post and embed the related video.
Dive deeper: Why YouTube is essential for SEO in the AI era
Third-party Platforms are Cited More in LLMs
‘Search everywhere’ isn’t just about traditional or in-platform searches; it also influences AI-generated content.
LLMs rely on content for answer synthesis, and often, that content is sourced not from business websites, but from third-party and social platforms.
Tools like AI visibility tools can illustrate the impact of ‘search everywhere’ in terms of citations. Consider these examples:
Despite being different brands, a minimal percentage of citations are from their own or competitors’ sites. Nearly 90% originate from third-party news and online publications or social and forum platforms like Reddit or Quora.
Focusing solely on your website in the context of LLM citations offers limited reach. To enhance brand perception or accuracy in AI reflections, influence must reach places beyond direct control.
Dive deeper: SEO’s new battleground: Securing the consensus layer
Start Investing in ‘Search Everywhere’ Today
The competitive arena is transforming, and many marketers focus narrowly on AI. Yet, discovery spans numerous platforms.
YouTube, Reddit, Quora, and others dominate traditional search results and have significant search activity within their platforms. When AI generates answers, it chiefly draws from these sources rather than brand websites.
To achieve success in modern search, it’s vital to understand where your audience is truly searching, which extends beyond just Google. It’s about appearing wherever decisions are shaped.
Inspired by this post on Search Engine Land.
Leave a Reply