Google is still the king of search, but it’s no longer the only game in town. In 2025, South African users are turning to platforms like TikTok, Takealot, YouTube, Instagram, and AI platforms to discover content, compare products, and get answers. Gen Z users might search TikTok for product reviews, while Millennials head to YouTube for tutorials, and older users stick to Google and Facebook.
In fact, South Africa ranks in the top 10 globally for ChatGPT usage, with a massive 83% market share among local AI chatbots. And with platforms like Takealot and Checkers Sixty60 offering sophisticated in-app search functions, traditional SEO strategies might need some tweaking!
To stay competitive, brands should embrace a broader strategy that ensures discoverability across all the digital spaces people use to search. This is where Search Everywhere Optimisation (SEOx) comes in.
What is Search Everywhere Optimisation (SEOx)?
SEOx stands for Search Everywhere Optimisation, a modern approach that goes beyond optimising just for search engines. That includes:
- Social Media: TikTok, Instagram, Facebook, LinkedIn, Pinterest, Twitter/X
- Video: YouTube, Vimeo, Twitch
- E-commerce: Takealot, Amazon, Etsy, Google Shopping
- AI and Chat Tools: ChatGPT, Bing Chat, Google Bard
- Voice Search: Siri, Alexa, Google Assistant
- Emerging Channels: Podcasts, Reddit, Quora, AR filters
The future of search is multi-platform. SEOx helps businesses get discovered everywhere that matters, and stay top-of-mind no matter where or how customers are searching.
Benefits of SEOx
Adopting a Search Everywhere Optimisation approach offers three key advantages:
1. Higher Engagement Opportunities
Different platforms offer different ways to connect. TikTok encourages quick, engaging video and Instagram highlights aesthetics and stories. These aren’t just content channels, they’re search engines in their own right. When Gen Z (born between 1997 and 2012, and approximately 15% to 25% of South Africa’s population) turns to TikTok, your brand needs to be there.
2. Diversified Traffic and Conversions
Relying solely on Google is risky. Platforms update algorithms constantly, and user attention is shifting fast. In South Africa, voice search is growing rapidly, thanks to increased adoption of smart devices like Siri, Alexa, and Google Assistant. With SEOx, your brand stays present at every stage of the customer journey.
3. Long-Term Resilience
AI-generated summaries, zero-click searches, and ever-changing social algorithms make traditional SEO fragile. SEOx gives your brand a buffer by spreading your visibility across platforms, including emerging tools like AI. Diversification is the new stability!
Key Platforms and How to Optimise for Them
You don’t have to be everywhere, just everywhere your audience actually looks for you. Here’s how to tailor your SEOx approach based on platform behaviour:
Search Engines: Google & Bing
Still essential. Keep focusing on:
- Content quality and relevance
- Technical SEO (site speed, mobile-friendliness, structured data)
- Backlinks from trustworthy sources
- Local SEO for visibility in maps and “near me” searches
YouTube
Optimise for discovery and retention:
- Use searchable titles and engaging thumbnails
- Include keywords in video descriptions and transcripts
- Add end screens, playlists, and tags to boost visibility and session time
Social Media (TikTok, Instagram, Pinterest)
Think like a searcher:
- Use keyword-friendly captions, hashtags, and location tags
- Optimise bio links and highlights
- Focus on video and story formats that get saved, shared, and rewatched
E-commerce Platforms (Takealot, Amazon, Google Shopping)
Treat your listings like landing pages:
- Write detailed, benefit-driven product descriptions
- Use high-quality images and customer reviews
- Include relevant keywords in titles and tags
AI Tools (ChatGPT, Gemini, Bing Chat)
Optimise for answer engines, not just search engines:
- Structure content clearly using subheadings, lists, and FAQs
- Use schema markup to help AI understand your content
- Write in a helpful, conversational tone that anticipates questions
How to Implement SEOx
SEOx can sound like a lot, but it doesn’t have to be! Here’s how to get started, one smart step at a time:
- Audit Your Current Presence
Check where you already show up. Are people discovering you on TikTok or only Google? What platforms are driving traffic and conversions? - Pick Your Priority Platforms
Don’t try to optimise for everything at once. Choose 2–3 platforms that best match your audience and start there. - Tailor Your Content
The same idea won’t always work the same way. Adapt your tone, visuals, and format for each platform’s vibe and expectations. - Plan Ahead with a Unified Calendar
Map out your content once, then tweak it to suit each platform. A good blog post can become a YouTube video, a series of TikToks, and a few IG Stories. - Track What Works
Use platform-specific analytics to see what’s resonating and tweak your approach accordingly. SEOx is as much about listening as it is about posting.
Common Challenges and How to Overcome Them
Implementing SEOx isn’t without its speed bumps, but they’re all navigable with the right tools and mindset.
Limited Resources
Trying to be everywhere at once? Not sustainable. Focus first on the platforms where your audience is most active and repurpose content smartly to save time.
Constant Algorithm Changes
From TikTok tweaks to Google’s AI overhauls, algorithms shift fast. Diversifying your presence helps protect against dips in any one platform’s traffic.
Balancing Consistency with Customisation
You want a cohesive brand, but every platform speaks a different language. Use brand guidelines as your baseline, then tweak your format and tone for each space.
Measuring ROI Across Platforms
Tracking impact across multiple channels can get messy. Set clear, platform-specific KPIs (views, engagement, conversions) and use UTM tracking to monitor results.
Bringing It All Together – SEOx Action Plan
Ready to kick off your SEOx strategy? Here’s a simple roadmap to guide you:
- Know Your Audience
Do the research. Which platforms do they use? What are they searching for? - Build a Smart Content Strategy
Plan your core messages, then break them down into platform-appropriate formats. - Optimise and Localise
Use relevant keywords, location tags, hashtags, and product terms based on how users actually search on each platform. - Engage and Build Community
Search visibility improves with engagement. Respond to comments, join trends, and invite interaction. - Analyse and Adapt
Use each platform’s analytics to monitor performance. Test, tweak, repeat.
Don’t Just Rank. Resonate, Everywhere
Search isn’t just one thing anymore, and your SEO strategy shouldn’t be either. In 2025, people are searching everywhere – from traditional search engines and e-commerce sites to social media platforms and AI tools. That’s why a one-platform approach won’t cut it.
Search Everywhere Optimisation (SEOx) is how modern brands stay ahead. It’s all about showing up wherever your audience is searching, and being ready for whatever the internet throws your way.
At Ruby Digital, we don’t just do traditional SEO, we do SEOx. That means helping you rank on Google and show up in TikTok captions, Google Shopping results, Instagram hashtags, and AI-generated answers. Whether it’s technical SEO, local visibility, or optimising for emerging platforms, we’ve got you covered.
Get in touch today to book your strategy session and find out how we can future-proof your digital presence. Check out more of our insights on SEO, PPC, Social Media Marketing and ecommerce Web Development to learn more!
