Want to Reach More People? Here's a Marketing Expert's Strategy for Every Platform — From Amazon to ChatGPT. Here's a comprehensive breakdown of all the main platforms you should be considering and how to find success with each of them.

In my last article, I mentioned how search habits are evolving, and your audience is no longer relying solely on Google, even though it still dominates global search traffic. Platforms like Instagram, TikTok, YouTube, Pinterest, and Reddit are becoming primary discovery tools, especially for younger audiences.

A Search Everywhere Optimization strategy is all about making sure people can find your business on different search platforms, so you can reach more customers, get them engaged and grow your sales. When done well, this strategy means that you should be able to weather any algorithm shift. But let's be real — trying to show up everywhere at once isn't doable. So, how do you figure out which platforms should be your top focus? Let's break it down.

Related: I Have Over 214,000 Followers on TikTok. Here's What I'm Doing Right Now In Case a Ban Happens.

Search Everywhere Optimization platforms

I'm going to give you a comprehensive breakdown of all the main platforms you should be considering and how to find success with each of them. You'll know exactly what to prioritize as you expand beyond search.

1. Google and Bing

Google and Bing are still your foundational platforms, but AI-driven tools like Google's AI Overviews and Bing Chat are changing how search results appear. These features prioritize quick, actionable answers and content that's well-organized and authoritative.

Here's how it works:

• Google's AI Overviews uses advanced algorithms to create summaries for complex topics, often pulling from multiple sources. If your content is concise, accurate, optimized and well-structured, it will likely be featured in these summaries.
• Bing Chat, on the other hand, uses AI to answer user queries conversationally, prioritizing content that aligns with natural language patterns. This is why creating in-depth, conversational content is critical.

To stand out in Google's AI Overviews or Bing Chat, you need concise, helpful content that directly answers user questions. For example, if someone is searching for "best workout for busy professionals," your article should immediately list the top exercises, why they're effective and how to fit them into a tight schedule. Tools like schema markup can also help your content appear in rich results, giving it even more visibility.

Optimization Strategies:

• Focus on authoritative answers: AI-driven features favor clear, well-structured responses. Write content that gets straight to the point and answers the specific questions your audience is asking. You can use tools like Answer the Public to identify common queries and build your content around them.
• Leverage E-E-A-T principles: E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. These are the pillars Google uses to evaluate content quality. Here's how to apply them:
• Experience: Highlight firsthand knowledge or real-world use cases in your content.

• Expertise: Include insights from recognized professionals or industry leaders.
• Authoritativeness: Showcase awards, certifications or collaborations with trusted organizations.
• Trustworthiness: Ensure your site is secure (think HTTPS), cite credible sources and keep your information accurate.

When you weave these elements into your content, you build trust with search engines and your audience.

• Optimize for structured data: Using schema markup helps search engines understand your content better. For example, if you're answering a frequently asked question, be sure that you're using HTML on the back end to make sure it's tagged as an FAQ answer. This makes it easier for Google or Bing to feature your content in rich results or snippets. Structured data doesn't just improve visibility; it signals to search engines that your content is organized and user-focused.

2. YouTube

YouTube is more than a place for tutorials — it's a major driver of traffic and conversions. Videos tend to rank high in Google search results, making them a double win for visibility.

Optimization Strategies:

• Use keyword-rich titles and descriptions: Craft video titles and descriptions that include the exact phrases your audience is searching for. This boosts discoverability both on YouTube and Google. For example, if you're a SaaS company, a title like "How to Use [Your Tool] to Improve Team Collaboration" can target a highly specific audience.
• Optimize transcripts: Accurate transcripts make your videos accessible and improve SEO. Search engines index your transcripts, which helps match your content to relevant searches. It's a simple way to ensure your message reaches more people, including those who prefer to skim rather than watch.
• Identify content gaps: Use tools like Answer the Public or VidIQ to find the questions your audience is asking. Then, create videos that provide clear, actionable answers. Addressing these gaps helps position your business as the go-to resource in your industry.
• Encourage engagement: Ask viewers to like, comment and subscribe. These actions signal YouTube's algorithm that your content is valuable, which can improve your video's ranking. For businesses, engagement doesn't just boost visibility — it builds a loyal audience that's more likely to convert into paying customers.

Related: YouTube Is the Tool You Need to Build Your Customer Base — and Your Credibility. Here's How.

3. Instagram & Facebook

Instagram and Facebook are key for brand discovery and ongoing engagement. With billions of active users, they're indispensable for businesses looking to connect with their audience visually and conversationally.

Optimization Strategies:

• Use relevant keywords and hashtags: Strategically include keywords, hashtags and location tags to improve your visibility in platform searches.
• Leverage influencer collaborations: Partnering with influencers can expand your reach significantly, especially when their audience aligns with your target market.
• Plan content thoughtfully: Create a mix of posts — short-form videos, carousels and static images—to maximize engagement. Tools like Meta's Creator Studio can help you analyze and optimize your strategy.
• Utilize Stories and Reels: These features often get prioritized in the feed, so take advantage of them to showcase behind-the-scenes content, promotions, or quick tips.

Related: Are Influencers Actually Influential? How Influencer Marketing Can Deliver Brand Impact

4. TikTok

TikTok is known for its short-form, viral content. It's become a go-to platform for younger audiences and brands looking to build fast-paced, creative engagement.

Optimization Strategies:

• Follow trending hashtags, sounds, and formats: Use TikTok's trending hashtags to align your content with what's currently popular. This increases the chances of your videos being featured on the "For You" page. On TikTok, though, things that are trending can extend beyond hashtags. Audio clips, dances, joke formats, being dialed into these are key for TikTok success.
• Keep videos short and engaging: Grab attention fast — start with a question, a surprising fact, or even a bit of humor. If you follow trending hashtags and use TikTok's effects and sounds, you can get your content on the "For You" page, where it gets even more exposure.
• Collaborate with influencers: Influencers can amplify your brand's reach. Ensure their audience aligns with your goals to maximize ROI.
• Experiment with effects and sounds: TikTok's native tools, like effects and trending audio, can help your videos gain traction.

However, keep in mind that TikTok just became closer to being banned. Here's why.

5. Pinterest

Pinterest is a visual search engine with 465 million users, and 60% of them are women. What's more, 80% of weekly pinners discover new brands and products here. This visual-first platform is perfect for businesses that rely on aesthetic appeal, like home goods, fashion or lifestyle brands.

Optimization Strategies:

• Optimize pin titles and descriptions: Include keywords naturally in pin titles and descriptions to help your content rank higher in searches.
• Focus on high-quality visuals: Pins with high-resolution images or videos perform better. Use compelling visuals to grab attention and drive clicks.
• Audit your boards regularly: Keep your boards organized and relevant to your target audience — archive outdated pins to maintain a polished profile.
• Utilize video pins: Videos stand out in the feed and often lead to higher engagement. Create short, engaging videos showcasing your products or ideas.

Related: 5 Pinterest Marketing Strategies That Will Put You Ahead of the Competition

6. Amazon

Amazon isn't just an ecommerce platform — it's a massive search engine for product discovery. Millions of people start shopping here, searching for everything from everyday essentials to niche products. Optimizing your presence on Amazon is critical for standing out in this competitive marketplace.

Optimization Strategies:

• Use detailed, keyword-rich product titles and descriptions: Craft titles that include the main keywords customers are likely to search for, along with essential details like size, color, or specifications. Descriptions should be clear, informative and focused on solving customer pain points.
• Invest in A+ content and enhanced visuals: High-quality visuals and well-designed A+ content (rich media product descriptions) can dramatically improve conversion rates. Use images that show your product from multiple angles, include infographics, and add lifestyle photos to help customers visualize the benefits.
• Encourage reviews and feedback: Customer reviews are gold on Amazon. They build trust and drive conversions. Encourage happy customers to leave reviews and respond to feedback to show you care.

7. AI Chatbots & Search Engines (ChatGPT & SearchGPT)

Generative AI tools like ChatGPT and SearchGPT are changing how people interact with search engines. These AI-powered tools answer user queries in natural language, making them essential platforms for businesses that want to stay ahead of the curve.

Related: SearchGPT is About to Change How Customers Find Your Business. Are You Ready?

Optimization Strategies:

• Create in-depth, structured content with natural language keywords: AI tools thrive on content that mimics how people naturally speak and ask questions. Focus on creating detailed articles or guides that directly address common queries in your industry.
• Build authority with mentions on reputable sites: AI tools like ChatGPT and SearchGPT prioritize content from trusted sources like Wikipedia or well-known publications. To stand out, focus on getting mentions in reputable outlets and make sure your content answers common queries in a conversational tone.

8. App Stores

App stores like Google Play and Apple's App Store are vital for businesses offering mobile applications. These platforms function similarly to traditional search engines, relying on keywords, reviews, and ratings to rank apps.

Optimization Strategies:

• Use ASO (App Store Optimization) techniques: Incorporate relevant keywords into your app's title, description and metadata to improve its ranking. Regularly update your app with new features or bug fixes to signal to the platform that your app is active and reliable. A/B test your screenshots to see which are the most effective at driving downloads.
• Monitor reviews and ratings: Positive reviews and high ratings boost credibility and visibility. Respond promptly to user feedback, addressing concerns to improve user satisfaction and app performance.

9. Branded Podcasts

Podcasts are a growing area for digital discovery, helping brands build authority while also being a lot less competitive than conventional content types like blogs.

Optimization Strategies:

• Focus on answering common questions in podcast titles and descriptions: Include specific keywords and natural language phrases that users might ask when searching for relevant podcast content.
• Implement digital PR for podcasts: Secure guest appearances on established podcasts and promote your own episodes on social media to increase reach and engagement.

Related: 7 Steps to Grow Your Podcast Audience Faster

10. Voice Search

Voice search has become far more popular with the growth of digital assistants and AI-powered tech. A good starting point here is to optimize for natural, conversational queries that align with how people speak.

Optimization Strategies:

• Optimize for voice search: Use FAQ-style content and conversational phrasing to align with how users ask questions through smart speakers and voice assistants.
• Long-tail keyword research: Long-tail keywords better align with speech-based queries. Make sure that you focus on these less-competitive keywords when optimizing your content.
• Authority building: Just like AI-based tools, voice search is more likely to present material and content that has lots of quality backlinks and citations.

11. Forums

Reddit is now showing up more often in Google's search results, and its communities are highly active. Engaging in relevant subreddits is a powerful way to connect with people who are actively looking for solutions you can offer.

Optimization Strategies:

• Focus on keyword research and trend identification: Identify popular discussions and trending topics in your niche to tailor your content to what people are actively asking about.
• Analyze your brand's presence: Use sentiment analysis tools to understand how your brand is being discussed on forums. Address concerns or amplify positive mentions where appropriate.
• Implement digital PR campaigns: Engage with influential users or subreddit moderators to improve your visibility and credibility within these communities.
• Provide value through answers: Participate actively in discussions by answering questions and offering insights that showcase your expertise. Avoid overt promotion and focus on being genuinely helpful.

Conclusion

Search Everywhere Optimization is essential for businesses that want to stay relevant and competitive. Start small by identifying where your audience spends time online and tailor your content to those platforms. Over time, you'll see how consistency and presence across multiple channels build trust, increase engagement, and drive conversions. The businesses that thrive are the ones meeting their customers where they already are — make sure you're one of them.