What is SEO? And Why It's Now About 'Search Everywhere'

Gemma Walker
3 days ago
4 min read

Search used to be simple. Someone typed a phrase into Google, clicked a result, and that was that. Today, people search everywhere.

They ask their phone questions while driving, look for recommendations on TikTok, watch reviews on YouTube, or ask AI tools to summarise their options. Traditional SEO still matters, but the way people discover information online has expanded far beyond the classic Google results page.

That’s why modern optimisation isn’t just about search engines anymore. It’s about making sure your business is visible wherever people search.

What is SEO?

SEO stands for Search Engine Optimisation. Traditionally, it refers to improving your website so it appears higher in search engine results when people look for products or services you offer.

This usually involves:

Optimising website content
Improving website structure and speed
Targeting relevant search keywords
Building authority and trust online

The goal is simple: help potential customers find your business when they are actively searching for what you offer. However, the way people search online is evolving rapidly.

The Rise of Voice Search

People increasingly talk to their devices instead of typing. Voice search is fast, convenient and perfect for mobile users. It’s also an important accessibility tool. For people with dyslexia, reading difficulties, or anyone who simply finds typing frustrating on a small screen, speaking a question out loud can be far easier than trying to type it accurately.

I see this first-hand within my own home. My husband and kids regularly use voice search to ask their phones questions instead of typing, whether it’s looking something up quickly or finding a local business (usually a takeaway that delivers!) It’s becoming a natural way to interact with technology, which is why businesses need to make sure their content is optimised for these more conversational, spoken searches.

Around 27% of people now use voice search on their mobile devices, asking assistants like Alexa, Google Assistant or Siri questions such as:

“Best digital marketing agency near me”
“Who offers SEO services for small businesses?”
“Local plumber open now”

Voice searches tend to be more conversational and question-based, which means your website content needs to reflect how people naturally speak.

Websites that answer clear questions and provide helpful information are far more likely to appear in voice search results.

Social Media is Now a Search Engine

Search behaviour has expanded far beyond Google.

Many people now use social platforms as search engines, particularly when looking for recommendations or reviews.

In fact, around 40% of Gen Z users use platforms like TikTok or Instagram instead of Google for some searches.

People search social platforms for:

Product recommendations
Restaurant reviews
Local services
Tutorials and advice

For businesses, this means your content needs to be discoverable across multiple platforms, not just traditional search engines.

YouTube: The Second Largest Search Engine

YouTube is one of the biggest search platforms in the world. Millions of people use YouTube every day to search for:

Product comparisons
How-to guides
Tutorials
Reviews
Business recommendations

Creating helpful video content can significantly improve visibility and help build trust with potential customers researching your services.

Mobile Search Now Dominates

Mobile devices have transformed how people browse the internet. With over 60% of internet traffic now coming from mobile devices, Google introduced mobile-first indexing.

This means Google primarily evaluates the mobile version of your website when determining how it ranks in search results.

Even if someone searches on a desktop computer, Google is still judging your website based on how it performs on a smartphone. If your mobile experience is slow, cluttered or difficult to navigate, it can directly impact your search visibility.

AI Is Changing Search Again

Artificial intelligence is rapidly reshaping how people discover information online.

AI tools powered by large language models (LLMs) can now summarise content, answer questions and recommend businesses without users needing to scroll through multiple websites. Instead of searching and clicking several links, users might simply ask:

“What’s the best SEO strategy for small businesses?”
“How can I improve my website ranking?”
“Which marketing agency should I choose?”

For businesses to appear in these AI-generated answers, website content needs to be:

Clearly structured
Helpful and informative
Written around real user questions
Demonstrating expertise and authority

This is where modern SEO and content strategy now overlap.

SEO Has Evolved Into 'Search Everywhere Optimisation'

Traditional SEO focused purely on ranking webpages on Google. Today, optimisation is about being visible across a much wider digital ecosystem. This includes not only search engines but AI assistants and Voice Search devices to Video Platforms and Social Media.

Businesses that succeed in modern search in 2026 focus on:

Creating high-quality website content
Structuring content to answer common questions
Optimising for mobile devices
Producing helpful videos and guides
Improving local search visibility
Building authority and trust online

When these elements work together, your brand becomes discoverable across search engines, social platforms and AI tools.

Don’t Let Your Business Become Invisible

Search behaviour will continue evolving as technology changes. But one thing stays the same: people search for answers when they need solutions.

The businesses that succeed online are the ones that make sure they show up when those searches happen.

Whether someone types a query, asks their phone a question, searches TikTok for advice or asks an AI assistant for recommendations, your business should be ready to be discovered.

And that’s what SEO in 2026 is really about!