Search Everywhere Optimization

In the world of marketing, change is the only constant, and SEO is no exception. As we move into an era dominated by AI and algorithm-based search, the traditional "Google search" we’ve relied on for two decades is shifting. SEO is not dying, it’s evolving. Last year, I noticed, as did my clients, that SEO performance was down and Social Media was getting closer and closer. I wanted to take all the credit, but I knew better.

My investment in learning AI was starting to pay off. I was made aware of the changes that were happening to Google’s own search results. The top of the page sponsors have now been replaced by the  AI Overview and followed by the top 2-4 sponsors. However, I did find that some sponsors did reach the top of the page status. When I Googled “How does AWS work,” Amazon was top of the page, followed by AI.  Not many of us have that kind of ad placement power.

Where does that leave us?

Instead of users typing keywords into a search bar, AI-driven platforms are now predicting what users want, serving answers directly, and reshaping how businesses show up online. Think: ChatGPT, Perplexity, and new AI integrations in search engines like Bing and Google Gemini. I just added the ChatGPT Chrome extension. It takes a bit of getting used to. Like AI, you need to know when to use it and how to prompt for the answer you need.

Here’s what this means for you:

• Content Quality Matters More Than Ever. AI prioritizes clear, useful, and genuinely helpful content over keyword stuffing and “tricks." Most video apps will transcribe your videos now for SEO. So keep your content clean and to the point. Answer the question, rambling is like stuffing your page's back end with keywords - the algorithms figured that out years ago. Your content value is now determined on how long they stay and if they click for more. You can see this in all the new changes to view durations and engagement metrics.
• Authority and Authenticity Win. Building real credibility — through consistent content, strong reviews, and community engagement — will help you rank higher. Posting to post has gone by the wayside, and your feed will too. Quality and consistency rules. If it’s quality, once every two weeks will far outweigh twice a week of fluff.  
• Short-form, Clear Messaging is Key. Users want fast, specific answers. Bite-sized, value-packed content (even in blogs!) will perform better than long-winded posts. Get to the point, reinforce it, and end the video.
• Visibility is Fragmenting. Search results aren’t just Google’s playground anymore. AI tools are pulling information from multiple sources — websites, social media, forums, and even private communities. I’ve been watching this great divide grow for the past two years. It used to be just the two, search engine and social, now we have AI on all the platforms. The connection has not quite formed, but it will.
• Local SEO is Getting Smarter.??? If you’re a local business, optimizing for real, human-centered searches like “best coffee near me” or “trusted contractor in Tahoe” is still crucial — but now it needs to feel authentic, not robotic.

In January, I was traveling, and it was so frustrating finding a music shop in Salt Lake City. I swear, Google was broken. At first, all that would come up was Guitar Center's miles away, yet I knew there must have been some small independent local shops, my preference. Every third search as we moved around our 4-mile radius shopping excursion would give us different results. My top choice kept disappearing and reappearing, yet I was within 1- 2 miles of its location. SO frustrating and all I could think of was this small business owner and their frustration of being left out of a basic Geo Google search.

The solution is simple, but it’s not easy: focus on what matters most.

Create content that's clear, valuable, and real. Keep your messaging sharp and intentional. Make sure your local listings (like your Google Business Profile) are up-to-date, and don’t be afraid to ask your customers for genuine reviews.

Most importantly, stay curious and adaptable. AI is not going away — it’s becoming part of the landscape. The businesses that stay flexible, keep learning, and prioritize quality over quantity will not only survive, they’ll lead.

This is not the time to panic. It’s time to lean in, adjust, and show up smarter.

If there is a topic you’d like to hear more about by all means comment below or direct message and I’ll do my best.

Nothing better than a good question to jump into.

Reach out for a talk over coffee or a hike, I give information freely. I only ask to be paid when I do the work.

‍tgold@bigwaterci.com

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Trina Gold

Master Creator

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