Beyond Google: Why modern SEO means being discoverable everywhere

Modern SEO is no longer just about Google. While it remains a critical part of any search strategy, today’s digital environment demands a broader perspective. Audiences now discover content across a diverse range of platforms — including LinkedIn, YouTube, Reddit, and increasingly, AI-powered tools like ChatGPT and Google’s Search Generative Experience. These aren’t just extensions of a Google-first model; they’ve become discovery engines in their own right, shaping how users engage with information.

This shift is redefining how businesses need to think about SEO. Visibility is no longer dictated by a single search algorithm. If your audience is actively seeking content across different environments, your brand needs to be discoverable in those spaces too. Whether through professional insight posts, community-driven discussions, or context-aware answers from smart assistants, a modern strategy must reflect how — and where — people actually search today.

Audience fragmentation and the evolution of search

Search behaviour is increasingly fragmented. Different platforms are now key sources of information depending on the user’s intent and context. LinkedIn, for example, has become a central hub for thought leadership and industry insight, particularly in B2B sectors. YouTube continues to serve as a go-to destination for visual explainers and how-to content. Reddit, often overlooked in traditional strategies, surfaces niche conversations and uncovers emerging trends through authentic, community-led dialogue.

Meanwhile, AI-powered tools are changing how users consume information, offering fast, summarised, and highly contextual responses. Google’s updates — including tracking for AI-generated impressions in Search Console — reflect the growing role these experiences now play in discovery. But it’s important to view AI as just one element of the broader search picture, not the sole focus.

Every platform Is now a discovery engine

What were once considered niche or secondary platforms are now functioning as standalone discovery environments. YouTube, for instance, rewards optimised metadata, structured content, and clarity of messaging. LinkedIn surfaces content that delivers clear value to professional audiences and aligns with topical industry interests. Reddit offers both organic visibility and keyword-rich engagement via its thread structures and user-driven discussions.

This diversification means businesses can no longer rely solely on traditional SEO tactics. It's not just about keywords and backlinks anymore — it’s about understanding how content is surfaced and consumed differently in each digital environment. The format, tone, and structure need to align with the discovery mechanisms of each channel, whether that’s search-based or algorithm-driven.

Rethinking SEO strategy for a broader digital landscape

To remain relevant, businesses must take a user-first approach. That means asking: where are our audiences actively searching? What kind of content are they expecting — and how do they prefer to engage with it? The answers will vary depending on the platform, but the principle stays the same: visibility today requires adaptability.

This isn’t about abandoning what has worked before. Google continues to play a crucial role. But successful strategies now include optimising for platforms like LinkedIn and YouTube, and structuring on-site content in ways that AI platforms can interpret effectively. Modern SEO is no longer a narrow technical discipline — it’s an integrated approach that bridges content, brand visibility, and audience behaviour across multiple touchpoints.

Visibility isn’t a channel — It’s a strategy

Search is no longer linear. Users might discover your brand in a Reddit thread, through a YouTube tutorial, in a LinkedIn post, or via an AI-generated summary. These varied discovery points are part of a broader visibility ecosystem — one shaped by evolving habits, expectations, and technologies.

SEO today is about preparing for that complexity. By understanding where discovery happens — and delivering content that aligns with the intent and format of those environments — businesses can stay visible, relevant, and competitive in a fast-changing landscape.

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