Since Day 1 as deviation we have been loud and proud,

“The way people search has fundamentally changed”.

Originally, we saw this as a social-search conversation, increasingly it has become a social search + traditional search + AI/LLM conversation.

We’re no longer just optimising for blue links on a Google SERP. We’re engineering discoverability across a growing ecosystem of touchpoints — traditional search, social platforms, and AI-generated answers.

This isn’t about chasing algorithms. It’s about showing up where users ask questions, seek recommendations, become inspired - AKA DISCOVER  whilst also becoming visible where large language models (LLMs) go to learn.

From Ranking to Referencing

With the rise of AI Overviews, Perplexity, ChatGPT, and Gemini, the traditional concept of "ranking #1" has been replaced by something more fluid: being cited as a source of truth.

And not just cited in a cookie-cutter answer that is served to most users BUT providing enough information to be referenced in hyper-personalised content explorations. 

These tools will come to rely on what we call entity signals.

Think mentions, citations, and co-occurrence across platforms.

If your brand is being discussed, reviewed, linked, and validated in the right places, you're far more likely to be pulled into the answer - this is our approach to AI/LLM Visibility.

And here's the reality:

If you're not being referenced, you're not being retrieved. This is where search everywhere can become EXTREMELY useful.

What is Search Everywhere™?

Search Everywhere™ is a holistic strategy that connects:

• Traditional SEO (content hubs, schema, SERP features)
• Social-Search (TikTok, YouTube, Instagram, Discord, Reddit)
• UGC & Creator Content (authentic, real-use stories)
• Digital PR (media mentions, thought leadership, EEAT authority)
• LLM Monitoring (tracking inclusion in AI-generated responses)

The goal is not to chase channels individually, but to build a multi-signal brand presence that performs across platforms, facilitating discovery whilst simultaneously being pulled into the AI layer.

Why Social Content Matters to LLMs

Reddit threads. YouTube transcripts. TikTok captions. News articles. These are all indexable inputs for retrieval-augmented generation (RAG) models that LLMs use.

So when a creator posts "I learned Spanish in 30 days using [Brand Platform]" — and it gets traction on social media, linked by a journalist, discussed on Reddit, and embedded in a blog - that story doesn’t just influence people. It influences machines.

From Influencers to Infrastructure

A lot of people hear "TikTok" or "UGC" and assume this is just influencer marketing. But Search Everywhere™ isn't about paid reach. It's about organic search intent, discoverability, and trust. Yes! We can amplify with paid activation, of course we can… But this isn’t essential to our content’s success.

The role of creator content here is functional:

• It answers questions real users are asking, typically those associated with high-intent searches.
• It gets cited and discussed.
• It feeds the conversations, the ecosystems LLMs crawl OR will crawl in the near future.

It’s not only about influence. It’s about creating a scalable infrastructure.

Measurement and Momentum

To make this work, you need visibility into more than just rankings, you need be pushing your measurement further, asking the following questions:

• Are we being mentioned in AI tools like Perplexity, Gemini, and ChatGPT?
• Are our creators, our social activations, triggering [brand] + [term] searches?
• Are we driving engagement that leads to LLM-worthy citations?
• Is PR able to amplify ALL of the above?
• Is PR landing in publications that LLMs crawl and trust?

Set up dashboards to monitor LLM prompts and traffic uplifts, social-search performance trends, branded query growth, and earned media pickups. These are your north stars. And to be clear, don’t neglect traditional search BUT understand that it is no longer the be-all-end-all of the search conversation.

After all, search is no longer a platform, it’s a behaviour!

Let's Wrap This Up: Discoverability is the New Performance

We’re entering an era where ranking #1 matters less - being part of the answer should be the focus.

That means building a brand presence that's:

• Culturally relevant
• Socially shareable
• Technically discoverable
• News/Journalist worthy
• AI-citable

Because in the age of AI-first search, the best-performing content isn’t ALWAYS going to be the most optimised. It’s the most mentionable & memorable.

This is discoverability engineering… Search Everywhere™.