If you’re still thinking about SEO as just ranking on Google, you’re already behind. The game has changed, and if you want to survive and thrive in 2025 and beyond, you need to adopt an omnipresent SEO strategy. This isn’t just about Google anymore—it’s about dominating every platform where your audience might be searching for you.
The Evolution of SEO: From 1.0 to 2.0
SEO 1.0: The Good Old Days
Back in the day, SEO was simple. You’d find a keyword, write some content around it, publish it on your website, and wait for Google to crawl and index it. If your content was good, you’d rank, get clicks, and drive traffic. That was SEO 1.0. It worked, but those days are long gone.
SEO 1.5: The Transition Phase
Today, we’re in what I call SEO 1.5. Google isn’t just looking at your website anymore. They’re pulling content from videos, social media posts, Google Business Profiles, Reddit, Quora, forums, and more. The search engine results pages (SERPs) are no longer just “10 blue links.” Now, you’ve got local packs, AI overviews, featured snippets, discussion sections, videos, images, and more.
The problem? All these distractions are killing your click-through rates (CTR). People have more options, so they’re clicking less. But here’s the good news: you can combat this by adopting an omnipresent SEO strategy. You need to be everywhere your audience is searching.
SEO 2.0: The Future is Here
SEO 2.0 is about more than just Google. It’s about dominating traditional search engines (Google, Bing, DuckDuckGo), large language models (like ChatGPT and Perplexity), social media search engines (YouTube, TikTok, LinkedIn), and even e-commerce search engines (like Amazon).
The key is to focus on visibility across all platforms. If you’re not visible on traditional search engines, you won’t be a source for large language models. And if you’re not on social media, you’re missing out on a massive opportunity to capture attention.
The Core Principles of SEO 2.0
1. Owned Assets: Your Website is the Hub
Your website is the foundation of your SEO strategy. It’s the one thing you fully control. Start by creating high-quality, keyword-optimized content that targets your core money-making topics. Build topic clusters around your main keywords to establish authority.
For example, if you sell content optimization tools, create a pillar piece of content like “The Ultimate Guide to SEO Content Optimization Tools.” Then, build supporting content around related keywords like “best content optimization tools for agencies” or “how to optimize content for SEO.”
The goal is to go a mile deep on your topic, not just scratch the surface. Once you’ve tapped out your main website, consider building micro-websites to rank for the same keywords multiple times. This strategy allows you to occupy more real estate on the SERPs and drive more traffic.
2. Rented Assets: Social Media and Other Platforms
Social media platforms like YouTube, TikTok, LinkedIn, and X (formerly Twitter) are what I call rented assets. You don’t own them, and they can suspend your account at any time. But they’re still valuable because they give you access to massive audiences.
The key is to train the algorithms on these platforms. Post consistently around your core topic, and the algorithms will learn what you’re about. For example, if you’re an SEO expert, post about SEO tips, tools, and strategies. Over time, the platform will push your content to the right audience.
3. Earned Media: Backlinks and Brand Signals
Earned media—like backlinks, press coverage, and guest appearances—is still critical for SEO. Google and large language models use backlinks and authority signals to determine who should rank. Focus on digital PR and link-building to boost your visibility.
For example, if you’re an SEO expert, get interviewed on podcasts, write guest posts, and participate in industry forums. Every time you earn a backlink or mention, you’re training the algorithms to associate your brand with your core topic.
4. Paid Media: Amplify Your Results
Paid media is the final piece of the puzzle. Use paid ads on search engines, social media, and e-commerce platforms to amplify your results. For example, you can run ads on Google, YouTube, or Amazon to drive traffic to your content.
The Process: How to Execute SEO 2.0
- Pick a Topic: Focus on your core money-making topic. For example, if you sell content optimization tools, your topic is “content optimization.”
- Create Content: Write blog posts, record videos, and create social media posts around your topic. Optimize everything for your target keywords.
- Distribute Content: Publish your content on your website, social media, and other platforms. Make sure it’s optimized for each platform.
- Promote Content: Use email marketing, paid ads, and outreach to promote your content. Drive traffic to your website and social media profiles.
- Learn and Repeat: Analyze your results, learn what works, and repeat the process. Over time, you’ll build authority and dominate your niche.
The Power of NLP: How Algorithms Understand Your Content
Natural Language Processing (NLP) is the technology behind all modern search engines and platforms. When you publish content, the algorithms use NLP to understand what it’s about. For example, YouTube pulls the transcript from your video and uses NLP to determine its topic.
The key is to feed the machines with high-quality, relevant content. If you consistently create content around your core topic, the algorithms will learn to associate your brand with that topic. Over time, this will boost your visibility across all platforms.
Real-World Examples of SEO 2.0 in Action
- LinkedIn Articles: I published an article on LinkedIn about SEO, and it ranked in Google’s AI overview. This shows the power of parasite SEO—using high-authority platforms to rank for competitive keywords.
- YouTube Videos: A 2-minute video a colleague posted on YouTube ranked on the first page of Google within weeks. It outperformed a blog post that took months to rank.
- Amazon SEO: My friend’s book ranks on Amazon for competitive keywords with minimal effort. All I did was optimize the title and description.
The Bottom Line: Focus on What You Can Control
The world of SEO is constantly changing, but there are things you can control:
- Content: Create high-quality, relevant content.
- Experience: Optimize your website for user experience.
- Promotion: Promote your content through outreach, ads, and email marketing.
- Reviews: Collect reviews to build trust and authority.
Don’t get caught up in the noise. Focus on execution, and you’ll reap the rewards. The future of SEO is here, and it’s time to embrace it.
SEO isn’t dead—it’s just evolving. By adopting an omnipresent SEO strategy, you can dominate every platform where your audience is searching. If you want to learn how to adapt to AI-Driven search and user behavior, get a free copy of The New SEO Paradigm here.
