Beyond Google: How to put a total search strategy together

Diversifying Your Search Strategy Beyond Google: A Total Search Approach

Today, relying solely on Google for search visibility is insufficient. Search behavior is evolving, especially among younger generations. Gen Z increasingly uses platforms like TikTok, Pinterest, and Reddit for information discovery. This necessitates a total search strategy – integrating multiple search and discovery channels for a robust online presence.

The Perils of Google Dependence

Google's algorithm frequently changes, and updates can dramatically impact website rankings. Over-dependence on a single search engine leaves brands vulnerable to unpredictable fluctuations. A diversified approach mitigates these risks and expands reach across various platforms.

Building a Total Search Strategy

A successful total search strategy requires a structured framework, beginning with audience research.

1. Understanding Your Audience

Before investing in alternative platforms, identify where your audience spends time online and how they search.

Research Tools and Data Sources

• Google Analytics 4 (GA4): Analyze referral sources under Acquisition > Traffic Acquisition.

• Similarweb: Understand competitors' referral traffic and social media engagement.

• SparkToro: Discover websites, social accounts, and podcasts your audience interacts with.

• First-Party Data and Surveys: Gather direct insights through on-site surveys or CRM data.
• Ad Platform Data: Utilize existing user segmentation data to assess potential reach on different platforms by setting up (but not activating) campaigns. This allows for audience size comparisons across platforms. Create audience segments using variables like company size, job title, and industry.

2. Strategy Formulation

After audience research, map your strategy based on the platforms your audience uses for discovery. Prioritize channels that:

• Currently refer significant website traffic (GA4 data).
• Refer substantial traffic to competitors (Similarweb data).
• Possess a large addressable audience (shell campaigns can reveal this).
• Align with available resources (e.g., existing video content for YouTube/TikTok).

Platform-Specific Content Strategies

Tailor content to each platform's user behavior and norms. Thorough research identifies content opportunities and trending topics.

Keyword Research for YouTube and Pinterest

Conduct platform-specific keyword research. YouTube allows direct keyword research within its search bar.

Pinterest offers a keyword research tool within its Ads section (no active ads required). Use a business account, navigate to Ads > Create Campaign (Traffic), and utilize the keyword suggestion feature.

This optimizes profiles, boards, and pins for better visibility.

3. Content Optimization

Optimize content for each platform's search algorithm. For TikTok, consider:

• Speaking keywords aloud.
• Including keywords as on-screen text.
• Using keywords in audio transcripts.
• Utilizing keywords in captions and hashtags.

Balance SEO and brand authenticity.

4. Performance Measurement

Holistic organic search measurement is crucial. Focus on:

• Platform-Specific Metrics: Analyze platform analytics (TikTok Insights, LinkedIn Analytics, etc.) for detailed insights.
• Total Search Referrals: Monitor referral volume from each platform over time. Use GA4 to create a total search dashboard by filtering referral sources. In-platform data offers granular insights.

Getting Started

Expanding beyond Google is essential for discoverability and competitiveness. Begin by:

• Auditing referral traffic using GA4.
• Identifying key alternative platforms through research.
• Developing platform-specific content.
• Measuring impact beyond Google Search using a total search dashboard.

Note: The opinions expressed in this article are those of the contributing author.

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