Moving on from search engine optimization to search optimization - Search Engine Land

In the early 2000s, web search was mostly limited to search engines and online directories available at the time. But we have come a long way since then.

Optimizing for search remains important today. But users no longer solely rely on traditional search engines to look up information.

I believe it’s time for SEO professionals to think beyond Google and search engines and start looking at search holistically.

Beyond Google: The reality of today’s search landscape

As the competition online increases, the best way to do right by our clients is to ensure we’re working to improve their visibility, not just on search engines like Google, but also on social media platforms where their target audiences are searching.

Nowadays, a substantial share of web searches happens on social media platforms. More than social networking, these websites and apps are where many of today’s web users knowingly – or unknowingly – search via hashtags, trending topics and the like.

While we’ve gotten used to the term “SEO,” it’s about time we talk about “search optimization” instead of the limiting concept of “search engine optimization.” Search campaigns should focus on overall search presence rather than only giving importance to search engine results.

Yes, there is already a concept of social media optimization (SMO). But this generally refers to creating and sharing content on social media with the goal of making it viral.

What I am talking about is optimizing for searches done by social media...

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