As search expands across various devices and interfaces, SEO shifts from being primarily Google-focused to becoming a strategic foundation for digital visibility everywhere.
Search is no longer confined to a single platform. Fragmentation is reshaping how users discover information, granting search engine optimisation renewed relevance. For years, Google’s dominance rendered other platforms nearly obsolete. What was once SEO subtly transformed into Google engine optimisation.
That era is fading. AI-powered search tools are redefining the landscape, extending SEO’s significance beyond Google’s traditional stronghold.
This shift isn’t merely technical; it signals a need for marketers to reconsider their approach to visibility. For those deeply entrenched in Google’s ecosystem, this may seem disruptive. However, the broader trend is clear: new platforms present fresh opportunities for innovation.
AI agents and crawlers are emerging as significant sources of website traffic. Yet, data from Scrunch AI indicates over 70% of Fortune 1000 websites remain poorly optimised for these entities. This leads to diminished visibility, increased errors, and subpar performance on platforms like ChatGPT and Perplexity.
Organisations must now optimise for both human users and intelligent systems interpreting their content.
Search has transcended traditional engines, permeating smart glasses, connected cars, home assistants, and more. This transformation is well underway, propelled by technological advancements and evolving user behaviours.
Consider today’s vehicles. Equipped with advanced infotainment systems, drivers can request directions, locate petrol stations, or find nearby restaurants. As autonomous technology progresses, these systems will become even more integral. Google’s investment in Waymo underscores this trajectory.
AR devices are also gaining momentum. Meta’s Ray-Ban and rumours of Apple’s smart glasses suggest a future where users can glance at a storefront and instantly access hours, reviews, or promotions, initiated by a non-traditional search.
Visual tools like Google Lens are becoming integral to daily search behaviours. Soon, cameras in devices ranging from drones to appliances will make image-based discovery commonplace.
This fragmented search environment presents a significant challenge. Visibility now encompasses navigation systems, AR overlays, voice assistants, and visual interfaces. Each channel operates with its own logic, algorithms, and user expectations.
Consider a local coffee shop. To maintain visibility, it must:
Achieving this level of consistency necessitates a unified strategy.
SEO continues to be vital, not as an outdated checklist, but as the core strategy enabling cross-platform visibility. Modern SEO involves understanding how various systems access content and ensuring your presence is optimised accordingly.
The objective isn’t to manipulate algorithms but to provide them with the appropriate signals to prioritise your content. As platforms proliferate, this task becomes more complex. Those adept at navigating this complexity are increasingly indispensable
Search isn’t vanishing; it’s evolving into a richer, multi-sensory experience. From cars and glasses to voice, vision, and screens, users are searching in more ways than ever. Organisations must be prepared to meet them wherever they are.
Being visible on a single platform no longer suffices. True success lies in achieving consistent, coordinated presence across all platforms. That’s where SEO becomes indispensable.
Reach out to Kabloom, the Association ROI Agency to unlock new revenue streams for associations.
A thought-leadership piece written by the Director of Marketing Operations, Alejandro Hernández Alvarez
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