Traditional SEO (Search Engine Optimization) is quickly evolving. Social media, shopping and gaming platforms, and AI assistants are all disrupting Google and Bing’s traditional search models.
Today’s SEO means optimizing content for discovery everywhere people search – from AI chatbots to social media, gaming platforms, and even offline spaces.
Let’s talk about Experience
Brand Experience → Memorable User Moments → Increased Discoverability
This simple equation captures a complex truth about modern digital presence.
This formula works because:
- Strong branding creates distinct experiences
- Memorable experiences generate organic mentions/shares
- More mentions lead to better discovery across platforms
- Better discovery reinforces brand recognition
- The cycle keeps strengthening itself
It’s like a virtuous circle where better experiences naturally lead to better “SEO” across all platforms, without forcing it.
The Shift in Branding Paradigms
Traditional branding, as exemplified by the Marlboro cowboy, relied heavily on creating aspirational imagery and associating products with idealized lifestyles. This approach aimed to sell a vicarious experience, often disconnected from the actual product use.
This doesn’t work so well today. Modern consumers are increasingly savvy and seek authenticity.
Experience-Driven Branding
Today’s branding is more experience-centric. Consumers value real interactions with products and services over-idealized portrayals. This shift aligns with the growing importance of user experience (UX) in SEO.
Search engines now prioritize websites that offer superior user experiences, considering factors like accessibility and content relevance. Most importantly they are (mostly) prioritising also for firsthand experience.
We have moved on. So should our SEO.
What’s changing in Search?
- Think of SEO as “Search Experience Optimization”
- Covers multiple platforms: search engines, social media, AI assistants, games
- Focuses on user experience across all touchpoints
- Includes offline discovery
Key metrics:
- Cross-platform visibility
- AI chatbot citations
- Featured snippet capture
- Social media search presence
- Engagement across platforms
- Multi-channel conversion rates
Search Experience Optimisation’s broader approach reflects how people find information today. Whether through voice search, AI chat, social media, or traditional search, content must be discoverable where your audience is looking.