SlideShare a Scribd company logo
Business Proprietary & Confidential | 1
Search Engine
Omnipresence
Why SEOs need to look
beyond Google
Gerald Murphy
SIMILARWEB
@Similarweb
Business Proprietary & Confidential | 2
2
Business Proprietary & Confidential | 3
what genre is ABBA
Business Proprietary & Confidential | 4
Business Proprietary & Confidential | 5
5
ABBA vs Fleetwood Mac
Business Proprietary & Confidential | 6
6
Information retrieval
Business Proprietary & Confidential | 7
7
When people usually ask what type of SEO are you?
Content
Generalist
Technical
Business Proprietary & Confidential | 8
8
When people usually ask what type of SEO are you?
Content
Generalist
Technical
Local
Links
News
Retail
Business Proprietary & Confidential | 9
9
When people usually ask what type of SEO are you?
Content
Generalist
Technical
Local
Links
News
Retail
Business Proprietary & Confidential | 10
10
Consumers
SEOs are usually on an island
Business Proprietary & Confidential | 11
11
SEOs need to be Google-first, not Google-only
Daily Active Users
United Kingdom | Dec 2023
Business Proprietary & Confidential | 12
12
Distribution of audience on Google
Daily Active Users
United Kingdom | Dec 2023
Business Proprietary & Confidential | 13
13
Younger people prefer YouTube over Google
Daily Active Users
United Kingdom | Dec 2023
Business Proprietary & Confidential | 14
14
Amazon is more prominent in older age groups
Daily Active Users
United Kingdom | Dec 2023
Business Proprietary & Confidential | 15
15
Younger people running to Reddit
Daily Active Users
United Kingdom | Dec 2023
Business Proprietary & Confidential | 16
16
Pinterest packs a punch
Daily Active Users
United Kingdom | Dec 2023
Business Proprietary & Confidential | 17
17
TikTok is favoured by young people
Daily Active Users
United Kingdom | Dec 2023
Business Proprietary & Confidential | 18
SEOs need to be audience-first, search
engine-second
Business Proprietary & Confidential | 19
19
Business Proprietary & Confidential | 20
20
Google Search Generative Experience
Ranking high
organically does
not equal Google
SGE success
Business Proprietary & Confidential | 21
21
Business Proprietary & Confidential | 22
22
Google 🤝 Reddit:
A partnership that excelled organic performance
Business Proprietary & Confidential | 23
23
E-E-A-T
Expertise
Authoritativeness
Trustworthiness
Experience
Business Proprietary & Confidential | 24
24
E-E-A-T is broken
Business Proprietary & Confidential | 25
25
HouseFresh’s share of clicks is losing to other engines
Business Proprietary & Confidential | 26
26
Search engines and publishers are outranking HouseFresh
Business Proprietary & Confidential | 27
27
E-E-A-T is broken
Expertise Authoritativeness Trustworthiness
Experience
Business Proprietary & Confidential | 28
Past success is becoming less
predictable
Business Proprietary & Confidential | 29
29
Whenever someone searched for ‘vegan sausage roll’ pre-2022
Business Proprietary & Confidential | 30
30
Holy Cow Vegan dominated
Business Proprietary & Confidential | 31
31
But whenever Greggs announced their vegan sausage roll,
Holy Cow was virtually removed
Greggs wins for
‘vegan sausage roll’
Business Proprietary & Confidential | 32
32
Greggs is increasing, Holy Cow is declining
Business Proprietary & Confidential | 33
33
Holy Cow dominated for sausage rolls
Business Proprietary & Confidential | 34
34
But now…
Business Proprietary & Confidential | 35
So you can win on and
beyond Google
Business Proprietary & Confidential | 36
36
Content creation for search intent: the old way
Informational
Blogs, whitepapers
Commercial
Brand or product pages
Transactional
Purchase page
Business Proprietary & Confidential | 37
37
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
Business Proprietary & Confidential | 38
38
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
Business Proprietary & Confidential | 39
39
There is a ton of Google-like data within non-Google sources
Ads.tiktok.com/business/creativecenter/inspiration/popular/hashtag/
Business Proprietary & Confidential | 40
40
How it started: A TikTok video
An influencer
posted a 20
second video
Her drink
became known
as a ‘sleepy girl
mocktail’
Business Proprietary & Confidential | 41
41
How it’s going: Google MSV = 38k
Big brands taking
advantage, but
not outranking
smaller sites that
got there first
SERP
features
present
Business Proprietary & Confidential | 42
42
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)
Business Proprietary & Confidential | 43
SEO ≠ Dead
Business Proprietary & Confidential | 44
44
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
Business Proprietary & Confidential | 45
45
● 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
Business Proprietary & Confidential | 46
Business Proprietary & Confidential | 47
Thank you.
Search Engine
Omnipresence

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BrightonSEO - Search Engine Omnipresence_ Why SEOs need to look beyond Google

  • 1. Business Proprietary & Confidential | 1 Search Engine Omnipresence Why SEOs need to look beyond Google Gerald Murphy SIMILARWEB @Similarweb
  • 2. Business Proprietary & Confidential | 2 2
  • 3. Business Proprietary & Confidential | 3 what genre is ABBA
  • 4. Business Proprietary & Confidential | 4
  • 5. Business Proprietary & Confidential | 5 5 ABBA vs Fleetwood Mac
  • 6. Business Proprietary & Confidential | 6 6 Information retrieval
  • 7. Business Proprietary & Confidential | 7 7 When people usually ask what type of SEO are you? Content Generalist Technical
  • 8. Business Proprietary & Confidential | 8 8 When people usually ask what type of SEO are you? Content Generalist Technical Local Links News Retail
  • 9. Business Proprietary & Confidential | 9 9 When people usually ask what type of SEO are you? Content Generalist Technical Local Links News Retail
  • 10. Business Proprietary & Confidential | 10 10 Consumers SEOs are usually on an island
  • 11. Business Proprietary & Confidential | 11 11 SEOs need to be Google-first, not Google-only Daily Active Users United Kingdom | Dec 2023
  • 12. Business Proprietary & Confidential | 12 12 Distribution of audience on Google Daily Active Users United Kingdom | Dec 2023
  • 13. Business Proprietary & Confidential | 13 13 Younger people prefer YouTube over Google Daily Active Users United Kingdom | Dec 2023
  • 14. Business Proprietary & Confidential | 14 14 Amazon is more prominent in older age groups Daily Active Users United Kingdom | Dec 2023
  • 15. Business Proprietary & Confidential | 15 15 Younger people running to Reddit Daily Active Users United Kingdom | Dec 2023
  • 16. Business Proprietary & Confidential | 16 16 Pinterest packs a punch Daily Active Users United Kingdom | Dec 2023
  • 17. Business Proprietary & Confidential | 17 17 TikTok is favoured by young people Daily Active Users United Kingdom | Dec 2023
  • 18. Business Proprietary & Confidential | 18 SEOs need to be audience-first, search engine-second
  • 19. Business Proprietary & Confidential | 19 19
  • 20. Business Proprietary & Confidential | 20 20 Google Search Generative Experience Ranking high organically does not equal Google SGE success
  • 21. Business Proprietary & Confidential | 21 21
  • 22. Business Proprietary & Confidential | 22 22 Google 🤝 Reddit: A partnership that excelled organic performance
  • 23. Business Proprietary & Confidential | 23 23 E-E-A-T Expertise Authoritativeness Trustworthiness Experience
  • 24. Business Proprietary & Confidential | 24 24 E-E-A-T is broken
  • 25. Business Proprietary & Confidential | 25 25 HouseFresh’s share of clicks is losing to other engines
  • 26. Business Proprietary & Confidential | 26 26 Search engines and publishers are outranking HouseFresh
  • 27. Business Proprietary & Confidential | 27 27 E-E-A-T is broken Expertise Authoritativeness Trustworthiness Experience
  • 28. Business Proprietary & Confidential | 28 Past success is becoming less predictable
  • 29. Business Proprietary & Confidential | 29 29 Whenever someone searched for ‘vegan sausage roll’ pre-2022
  • 30. Business Proprietary & Confidential | 30 30 Holy Cow Vegan dominated
  • 31. Business Proprietary & Confidential | 31 31 But whenever Greggs announced their vegan sausage roll, Holy Cow was virtually removed Greggs wins for ‘vegan sausage roll’
  • 32. Business Proprietary & Confidential | 32 32 Greggs is increasing, Holy Cow is declining
  • 33. Business Proprietary & Confidential | 33 33 Holy Cow dominated for sausage rolls
  • 34. Business Proprietary & Confidential | 34 34 But now…
  • 35. Business Proprietary & Confidential | 35 So you can win on and beyond Google
  • 36. Business Proprietary & Confidential | 36 36 Content creation for search intent: the old way Informational Blogs, whitepapers Commercial Brand or product pages Transactional Purchase page
  • 37. Business Proprietary & Confidential | 37 37 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
  • 38. Business Proprietary & Confidential | 38 38 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
  • 39. Business Proprietary & Confidential | 39 39 There is a ton of Google-like data within non-Google sources Ads.tiktok.com/business/creativecenter/inspiration/popular/hashtag/
  • 40. Business Proprietary & Confidential | 40 40 How it started: A TikTok video An influencer posted a 20 second video Her drink became known as a ‘sleepy girl mocktail’
  • 41. Business Proprietary & Confidential | 41 41 How it’s going: Google MSV = 38k Big brands taking advantage, but not outranking smaller sites that got there first SERP features present
  • 42. Business Proprietary & Confidential | 42 42 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)
  • 43. Business Proprietary & Confidential | 43 SEO ≠ Dead
  • 44. Business Proprietary & Confidential | 44 44 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
  • 45. Business Proprietary & Confidential | 45 45 ● 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
  • 46. Business Proprietary & Confidential | 46
  • 47. Business Proprietary & Confidential | 47 Thank you. Search Engine Omnipresence