For years, SEO strategies have primarily focused on the dominant search engine, Google. The goal for brands was simple: to improve rankings through various methods, such as optimising for targeted keywords, refining technical SEO elements, building backlinks, and producing high-quality, long-form content. Brands relied heavily on Google-specific tools like Google Analytics, Google Ads, and Google Search Console to monitor performance and refine their tactics while optimising for key algorithms such as E-A-T (Expertise, Authoritativeness, and Trustworthiness).

In 2025, the SEO landscape has shifted, driven by changing user behaviour and technological advancements. Users are increasingly turning to different social platforms like TikTok, Instagram, and Pinterest to discover content. For example, many people searching for restaurants or things to do on holiday now look for recommendations on TikTok. At the same time, voice search, visual search, and AI-driven systems like ChatGPT are reshaping how people find information. Users are now often bypassing traditional search engines altogether, as shown by the rise in zero-click searches. These changes highlight the need for brands to adapt to where users are searching by implementing a more flexible SEO strategy that extends beyond just Google.

Brands need to implement a diversified, multi-platform model, but what does that look like? Simply put, instead of focusing solely on Google, brands need to optimise content for a variety of platforms and tools.

For example:

1. Social Media Optimisation – Brands should incorporate relevant keywords and hashtags to improve content discoverability while prioritising engaging, visually appealing content to capture audience interest.
2. Visual Search Readiness – As more users search with images through tools like Google Lens, brands need to create content that is rich in visuals, properly tagged, and optimised for these search methods.
3. Voice Search Adaptation – With the growing use of voice assistants like Alexa and Siri, content should be optimised for natural language and conversational queries to ensure it aligns with how users search through spoken commands.
4. Expanding Beyond Google – Platforms like Bing, which integrate AI technologies such as ChatGPT, present additional opportunities for visibility, requiring brands to adapt their SEO strategies accordingly.

By embracing a multi-platform approach, brands can effectively reach and engage audiences across multiple search environments, ensuring they connect with users wherever and however they search. A one-size-fits-all SEO strategy is no longer enough.

Let’s Shape What’s Next

We help brands develop and refine their SEO strategy, turning insights into actionable results. With the expertise of our team and real-time data from tools such as Google Search Console, SEMrush, Google Ads, and Google Trends, we ensure your brand stays ahead of the competition. Ready to optimise your search presence? Get in touch, and let’s shape what’s next together.