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SEO used to mean tweaking websites to climb Google’s rankings, but in 2025, it’s a completely different ball game. People are searching everywhere, scrolling Instagram, asking Siri, browsing Amazon, or diving into Reddit threads.
SEO’s job now is to make your brand pop up in all these places, not just the lonely Google search bar. SEO in 2025 is about being where your audience hangs out, whether they’re watching YouTube or chatting with a bot.
Scattered data across platforms makes it tough for them to find you. From hashtags on TikTok to product listings on Etsy, SEO helps cut through the noise.
This blog post dives into how SEO is stretching beyond search engines, helping brands shine on social media, marketplaces, and even voice assistants.
Social Media and Video: Where SEO Meets Scrolls
Social media is a goldmine for SEO in 2025. Platforms like Instagram, TikTok, Facebook, and LinkedIn aren’t just for likes now, but are search hubs. People hunt for products or tips using hashtags or keywords, like #SkincareRoutine or “best laptops.”
Optimizing profiles, captions, and hashtags puts your brand front and center. For example, a bakery’s TikTok bio with “vegan cupcakes NYC” can pull local searches. Videos are huge, of course, especially on YouTube, the second-biggest search engine and also a social media platform, without even trying to be one. Notably, the top two search engines are both from Google.
Thumbnails and transcripts also boost discoverability, making videos pop in search results. But it’s not just posting and hoping. Teams need to share insights, like which hashtags trend or which video topics click.
When marketing and content professionals align on keyword strategies across platforms, your brand shows up whether someone’s scrolling Reels or binge-watching tutorials, turning casual viewers into loyal fans.
AI Search and Marketplaces
AI is flipping SEO on its head. Chatbots like ChatGPT, Gemini, and Perplexity answer questions with conversational results, pulling from web data. To show up, your content needs to be clear, direct, and packed with answers.
Structured data, like FAQs, helps AI grab your info fast. Marketplaces like Amazon, Etsy, and eBay are search engines too. Shoppers type “handmade mugs” or “wireless earbuds,” and optimized listings with keywords, sharp images, and reviews win the top spots.
But data’s often scattered, marketing might track Amazon trends while sales focus on Etsy. Unifying these insights helps teams craft listings that rank high. Strategies like search everywhere optimization are one way to make this easier. The brand stays visible whether someone is chatting with a bot or shopping in a marketplace, meeting customers right where they search.
Connection Model notes that optimized SEO techniques help with content that is repurposed to find a new audience. The marketing teams save on time and resources as they don’t have to reconstruct or recreate fresh new content every time.
Voice, Apps, and Podcasts: SEO’s New Playgrounds
Voice assistants like Siri, Alexa, and Google Assistant are search engines you talk to. People ask, “What’s the best pizza near me?” and optimized local listings or content with conversational keywords, like “top pizza spots”, get picked up. Featured snippets and structured data help your info land in these answers.
App stores and podcast platforms are SEO turf, too. Apps on Google Play or Apple’s store need keyword-rich titles and descriptions, like “fitness tracker app.” Podcasts on Spotify or Apple Podcasts rely on episode titles and show notes packed with terms like “mindfulness tips.”
Marketing and content teams need to work in tango. Sharing keyword data across these channels ties efforts together. When everyone’s using the same insights, your brand pops up whether someone is asking Alexa for dinner spots or searching for a workout app, making sure you’re part of their daily routine.
Building a Unified SEO Strategy
SEO is no longer just about default search engines now but about being everywhere your audience is. Unifying SEO data across social, video, AI, marketplaces, forums, voice, and apps helps teams stay in sync.
A unified approach towards TikTok hashtag trends, Amazon rankings, or Reddit clicks lets marketing and sales align strategies. Security matters too, with role-based access (RBAC) keeping sensitive data safe while sharing insights.
AI is pushing this further, spotting trends across platforms to guide campaigns. A unified approach means your content’s ready for whatever’s next, whether it’s a new social app or voice search tweak. This keeps your brand findable, no matter where or how people look for you, building trust and clicks across every channel.
The Takeaway
SEO’s grown way beyond search bars, weaving into every corner of how people explore online. From TikTok scrolls to Alexa chats, it’s about showing up where your audience is, with answers they need.
Unifying insights across social, video, AI, marketplaces, forums, voice, and apps lets teams craft strategies that connect and rank. As digital spaces evolve, staying findable means thinking beyond Google. Smart SEO today sets you up to shine tomorrow, wherever people search.