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Search Everywhere is the Definition of SEO I'm Embracing

Written by: Noah Learner Tags: future of seo

Published: Jun 3, 2025

Search Everywhere Optimization makes the most sense and I think that's what our future looks like.

First a quick disclaimer:

I've been thinking about the acronym SEO for a number of months because I own a domain that includes the word SEO, and have worked hard to build up a little brand equity.

You can imagine how stoked I'd be if the future name for what we do still contains the acronym SEO.

And if that future is less about search engines and is more focused on the act of searching, then it made sense to me that the SEO community could easily shift from Search Engine Optimization to Search Everywhere Optimization.

After I published my newsletter, I learned that Rand Fishkin had also published an article on the topic (that I haven't read yet) last week. I think that several of us thinking along similar lines could maybe help move the industry towards a convergence.

I work in search

Specifically, I work in an SEO agency that helps multi-location businesses get leads online.

Organic search on Google still provides 35X the traffic, and we're lucky enough to have closed leads that came in through ChatGPT.

The debate over the name for what we do is tiresome

It reminds me of two other debates that I'm done with: the Gif vs jif debate and the, "Is SEO dead?" debate. 

Not only that, it's a complete waste of time, and here's why: the core of what we do is help clients get visibility and more importantly close business. 

It has been about fulfilling a user's search for solutions to problems

We are marketers

We market products, services, and content online.

Understanding the user's wants and needs has been the job of marketers for many decades.

Building content that markets our products and services at the right time along the user's journey, is the core of what we do.

"Doing it well" has always meant testing out every element on and off page that we thought might give us a lift in traffic or conversions.

This testing forward approach is how we learn, create "best" practices, and more importantly, win.

The lessons compound along with the revenue

Our playing field has steadily evolved over the past 20 years and our tactics and strategies have changed along with them.

To meet our pressing challenge, we'll need to approach it in two ways:

• Testing how we construct content. 
• Building more ways to efficiently distribute that content where our audience is hanging out.

A lot of that will be taking place on Google, but our job and its scope will become larger, broader, and more important to the success of the organizations we work with.

Success will come from a lot of different channels. And this will be a result of solid brand building.

Putting more focus on the "everywhere" part is the key because people search everywhere.

Yes we'll get leads through organic search, but we know traffic from that channel will be down.

And we know that it will take time for the new channels to catch up.

I'm focusing on CRO and here's why: 

Revenue = Traffic x Conversion Rate x Average order value

If I want to make the same revenue and I know that traffic is going to be down then I have two choices: 

• Try to get a larger percentage of users to convert.
• Work towards larger average conversion values.

And since conversion rates are usually paltry (a great conversion rate hovers between 1-3%), improving that by offering a superior experience feels super smart.

Upskill in multiple channels

Think of it as building marketing flywheels that are focused on the places our ideal fit customers are hanging out.

It could be on YouTube. It could be on TikTok. It could be on product support forums. It could be on LinkedIn. And yes, it will continue to include Ads.

We know people have questions, and needs that must be met.

If not by us then by someone else.

I love my job and I love my industry. We'll need to change how we work and the services we provide.

Some of us will quit.

And some of us will thrive in the future

I view my role in the community as trying to help as many of us be gainfully employed now and in the future.

To me, it looks like: 

• Testing and sharing the results

• Upskilling in adjacent channels including CRO, video, AI, Ads

• Building some agentic workflows

• Making connections 

Keep asking yourself the following question: "What can I learn to make myself impossible to ignore or replace?"

Rock on,

Noah