On the Concept of ‘Search Everywhere Optimization’…

I recently came across Neil Patel’s idea of ‘Search Everywhere Optimization,’ and I have to say…it’s a game-changer. Over the years, every time a new technology emerges in Marketing, someone inevitably declares it the next ‘Google Killer.’ Remember when Facebook was supposed to dethrone Google with its search feature? Predictions like these have been around for as long as I can recall, but Google has remained remarkably resilient. However, the landscape is shifting, and the cracks in Google’s dominance are starting to show. Here’s why:

• Google’s core search features haven’t evolved significantly

• AI and the fragmentation of attention are reshaping how we search for information

Google has been the tollbooth to the internet for most of my life. Let’s look at the numbers in regards to their market share by year:

• 2000: 30%

• 2004: 55%

• 2007: 70%

• 2010: 85%

• 2020: 93%

• 2024: 90%

• 2025: 83.5% (not including YouTube)

Breaking it down further, as of October 2024:

• Google: 83.5%

• YouTube: 6.8% (yes, it’s owned by Google)

• ChatGPT: 4.3%

• Social Platforms (Reddit, etc.): 3.4%

• Bing: 2.0%

Google’s ‘Long Scroll’ problem is undeniable. For example, when you search for “Best catering in Austin, Texas,” here’s what you’ll see:

• Sponsored ads

• Maps

• A mix of real businesses (mostly aggregators) and Reddit threads

Even when you rephrase the search to “What is the best catering company in Austin, Texas?” the results aren’t much better:

• AI summary where the links don’t actually go to the businesses, but rather articles about the businesses

• Link aggregators like Yelp, The Knot, etc.

Compare that to using Perplexity (an AI tool):

• You get the answer immediately, without sponsored content cluttering the results

Search isn’t being replaced by a better Google—it’s being replaced by AI, video, and social media:

1. Video search via YouTube (yes, it’s owned by Google, but it’s a different beast).

2. AI-powered conversational tools like ChatGPT, Perplexity, and Claude.

3. Social media platforms for discovery and recommendations.

This shift is a win for Brands. Relying solely on Google is like building your business on rented land—success is at the mercy of algorithms and platform changes. Instead, investing in your own digital property (your website, email, and media strategy) gives you control and ownership.

Google isn’t obsolete, but the tollbooth to traffic is showing cracks. Video, AI, and social media are now significant players in where people seek answers. This is an opportunity for Brands to diversify their strategies and own their audience’s attention.

The future of search is everywhere—and that’s a good thing. All you need to do is…appear everywhere and have something worthwhile to say.