SEO Managers need to be Google-first, not Google only. In this presentation Gerald from Similarweb discusses why SEO Managers need to optimise content for non-Google search engines (e.g. Amazon, Reddit, LinkedIn and TikTok SEO)

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Search Engine
Omnipresence
Why SEOs need to look
beyond Google
Gerald Murphy
SIMILARWEB
@Similarweb

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what genre is ABBA

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ABBA vs Fleetwood Mac

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Information retrieval

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When people usually ask what type of SEO are you?
Content
Generalist
Technical

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When people usually ask what type of SEO are you?
Content
Generalist
Technical
Local
Links
News
Retail

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When people usually ask what type of SEO are you?
Content
Generalist
Technical
Local
Links
News
Retail

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Consumers
SEOs are usually on an island

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SEOs need to be Google-first, not Google-only
Daily Active Users
United Kingdom | Dec 2023

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Distribution of audience on Google
Daily Active Users
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Younger people prefer YouTube over Google
Daily Active Users
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Amazon is more prominent in older age groups
Daily Active Users
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Younger people running to Reddit
Daily Active Users
United Kingdom | Dec 2023

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Pinterest packs a punch
Daily Active Users
United Kingdom | Dec 2023

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TikTok is favoured by young people
Daily Active Users
United Kingdom | Dec 2023

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SEOs need to be audience-first, search
engine-second

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Google Search Generative Experience
Ranking high
organically does
not equal Google
SGE success

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Google 🤝 Reddit:
A partnership that excelled organic performance

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E-E-A-T
Expertise
Authoritativeness
Trustworthiness
Experience

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E-E-A-T is broken

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HouseFresh’s share of clicks is losing to other engines

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Search engines and publishers are outranking HouseFresh

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E-E-A-T is broken
Expertise Authoritativeness Trustworthiness
Experience

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Past success is becoming less
predictable

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Whenever someone searched for ‘vegan sausage roll’ pre-2022

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Holy Cow Vegan dominated

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But whenever Greggs announced their vegan sausage roll,
Holy Cow was virtually removed
Greggs wins for
‘vegan sausage roll’

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Greggs is increasing, Holy Cow is declining

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Holy Cow dominated for sausage rolls

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But now…

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So you can win on and
beyond Google

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Content creation for search intent: the old way
Informational
Blogs, whitepapers
Commercial
Brand or product pages
Transactional
Purchase page

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Search intent: the way people actually search
To EVALUATE To BUY To LEARN
We use Google We use Amazon We use YouTube
Best rum for mojito Havana rum How to make a mojito

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There is a ton of Google-like data within non-Google sources
1. morsiee
2. tiktokmademebuyit
3. beavo
4. elphaba
5. tiktok made me buy it
6. influencer.endings
7. seng wichai
8. loose ends edit
9. boston sandals dupe
10. dark and lovely 379
21. Reddit stories
1. lego
2. reacher
3. ps5
4. kindle
5. invincible season 2
6. air fryer
7. chocolate
8. headphones
9. ssd
10. laptop
21. nintendo switch
1. oversized shirt outfit
2. sims 4 cc
3. lemon zest mlp
4. anime daughter
5. sour sweet mlp
6. pfp
7. christmas
8. ashley johnson and laura
bailey
9. money
10. 2024
21. nails
United Kingdom | Dec 2023

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There is a ton of Google-like data within non-Google sources
Ads.tiktok.com/business/creativecenter/inspiration/popular/hashtag/

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How it started: A TikTok video
An influencer
posted a 20
second video
Her drink
became known
as a ‘sleepy girl
mocktail’

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How it’s going: Google MSV = 38k
Big brands taking
advantage, but
not outranking
smaller sites that
got there first
SERP
features
present

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TikTok: an open goal?
● Demand for TikTok SEO searches are
going down, but as a search engine it is
growing
● SEOs can be involved with this
channel:
> Keyword targeting for brands or
influencers
> Due diligence on influencers
> Analysis on search habits
> X-channel research (which
keywords are big on TikTok)

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SEO ≠ Dead

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Search data makes SEOs a strategic business partner, especially
in times of change
Consumer
trends
Audience
behaviour and
preferences
Search
demand
Competitive
landscape
SERP
landscape
Channel
marketing
Platform
demand

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● SEO isn’t dead and neither is
Google
● Your job is to bring order to
Google’s chaos
● Get inspiration from other
platforms
● Your audience should dictate the
platforms you target
● Look to influence, not own these
additional channels
● Bring search data to your whole
organisation, they need it
Key
takeaways

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Thank you.
Search Engine
Omnipresence