Search is Everywhere: How AI is Reshaping SEO
SUMMARY
As AI transforms how people search, organizations need to rethink their SEO strategies. Today’s users discover content across multiple platforms across social media, traditional search engines, and AI tools like ChatGPT. This blog explores how organizations can adapt through “Search Everywhere Optimization,” ensuring their content is visible, valuable, and AI-ready.
Welcome to the era of Search Everywhere Optimization
With AI rapidly transforming how people discover information online, the SEO landscape is shifting and you may have noticed a declining trend in your analytics. This evolution creates both challenges and some exciting new opportunities. It’s no longer just about ranking on Google... it’s about being discoverable everywhere your audience is looking.
AI Is Changing the Way People Search
Traditionally, SEO meant optimizing for Google. But today’s search behaviors are multi-device, multi-platform, and powered by artificial intelligence.
People now use AI tools like ChatGPT to get quick answers to complex questions. They start on Instagram, Reddit, or TikTok to discover topics, then jump to Google or an AI model to dig deeper. According to Google, 90% of users switch between multiple devices to complete a single task, and increasingly, they switch between platforms and tools, too.
For mission-driven organizations that rely on content to educate, attract members, and drive donations, this shift is critical. It’s time to expand your SEO mindset to include social platforms like Reddit and Threads, as well as AI tools like ChatGPT.
Search Everywhere Optimization: What It Means
Here’s what Search Everywhere Optimization looks like in practice:
1. Treat Social Media Like Search Engines
Younger users are turning to Chat GPT, TikTok and Reddit before Google. That means your social content should be searchable and keyword-aware, just like your web content.
Start by:
- Using logical, consistent handles and profile names
- Completing profile bios with relevant keywords
- Sharing trend-related content that aligns with your mission
- Using high-quality visuals and engaging descriptions
- Researching hashtags and topics your audience cares about
When users discover your brand on social, they’re more likely to continue their research via Google or AI platforms. Make sure they find you there, too.
2. Monitor and Train AI With Your Content
Many users now ask ChatGPT or similar tools about organizations directly. If you haven’t checked what AI knows (or doesn’t know) about you, now’s the time. You'll probably find that some things are accurate, and other information makes you sound good, but just aren't true. ChatGPT gave me a degree from the Art Institute of Chicago – thanks! (But I'm actually a Big10 girl myself and a proud alumni of UIUC and Northwestern.)
Feed AI models information about your organization through regular blog posts, updated web pages, press releases, and FAQs. These inputs help large language models understand your expertise and increase the chances of your organization showing up in AI-powered search results.
3. Optimize Your Website and Blog for AI Search
AI thrives on fresh, in-depth, and structured content. For companies publishing thought leadership or educational resources, this is a major advantage if you tailor your content accordingly.
Here’s how:
- Write longer blog posts (aim for ~2,500 words) that cover a topic comprehensively (include infographics, quotes, pro tips, statistics, supporting images, etc. and don't forget your metadata to improve the accessibility of your site because good accessibility is good SEO)
- Add summaries at the top of blog posts to give AI and readers a fast way to understand the value (you can simply add a summary like we did on this post, or add a summary and a table of contents like this–depending on the length of your content)
- Update older posts regularly to maintain freshness (add the word "updated" next to your blog post date if you make some changes on a high-performing page, or consider an entirely new post if you rewrite most of it)
- Answer basic, high-intent questions that people search for, like “What is the process for recertification?” or “What is AI-powered search?” These foundational questions are often prioritized in both traditional and AI-driven search results.
SEO + AI: Still a Powerhouse for Lead Generation
Despite the evolution of platforms, SEO remains one of the most effective tools for lead generation. AI doesn’t replace it, it amplifies it. But only for organizations that keep their content up-to-date, keyword-smart, and strategically distributed.
At Sandstorm, we help organizations evolve their SEO strategies to meet today’s user expectations across web, social, and AI.
Ready to optimize for AI-driven SEO?
