In the summer of 2024, while reflecting on years of working with some of the biggest names in the industry, we realised something: search marketing was evolving faster than anyone could keep up with.

TikTok was consistently being used as the go-to search engine by Gen Z for queries around travel destinations and discovery where to go to eat and similar queries, YouTube was experimenting with shoppable ads, and Instagram was becoming a place where discovery and purchase happened in a single scroll. Yet, the industry was stuck in its ways—chasing blue links, backlinks, and an outdated idea of what "search" even meant. Ultimately, SEOs had reached a place where they had become more concerned with chasing the demands of a Google algorithm, rather than meeting the expectations of their audiences.

We’d been part of this world for a few years by this point. Ashley was in the process of developing the foundation of a 'Social-SEO' proposition at the biggest SEO agency in in the UK, while Sam had worked on campaigns that broke through the noise, delivering real value before moving onto do a similar role at a leading tech agency.

Together, we saw the potential of search as a dynamic force, something that was taking place 'everywhere'. Search wasn't confined to a single platform or medium but was happening everywhere people engaged online. The problem was, the tools and strategies didn’t match this reality.

So we decided to build something different. And now, as we enter 2025, Deviation is here in FULL.

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The Frustration That Sparked Deviation

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The frustration at this time was growing too and seemingly coming from multiple locations.

First, brands were still treating search as a box to tick in their marketing plans, rather than the connective tissue it could be.

Second, agencies were recycling the same outdated playbooks, whilst focusing on metrics and methods that cannot realistically 'move the needle'.

Finally, nobody was ready to embrace what Ash was bringing to the table at the speed or with the enthusiasm that he had.

We knew there was a better way—a way to bring search marketing closer to audiences across a search universe, to meet audiences where they already were.

We called this vision 'Search Everywhere,' not because it sounded catchy (Be honest! It fucking is though), but because it described exactly what we believed: search is no longer just about Google or Bing. It's TikTok. It's Instagram. It's Amazon. It's AI, It's Snapchat, It's Reddit. It's the comment sections, the hashtags, the creators who drive conversations. And most importantly, it's the communities that shape what people care about and, ultimately, what they buy.

But to bring 'Search Everywhere' to life, we needed more than a vision. We needed a home for this new way of thinking.

That’s why we created Deviation.

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What 'Search Everywhere' Means for Brands

At its core, 'Search Everywhere' is about rethinking the way brands approach discovery, visibility and connection with a community. It’s about:

• Breaking Free from the Algorithm Chase: Instead of optimising for one platform, we help brands show up meaningfully across many - the platform is no longer the Judge, Jury and Executioner - we afford these roles to the people we're creating content for.
• Community-Driven Strategies: We believe the future of search lies in building relationships with communities, not just gaining a ranking for a keyword.
• Creativity Meets Data: We blend the art of storytelling, this essential nuance of social content, with the science of search, creating campaigns that drive real-world results and make brands £$£$.

We’ve already seen how this approach can transform brands. From helping clients dominate TikTok’s search landscape to building campaigns that turn creators into advocates, 'Search Everywhere' has proven its power.

And now, we’re just getting started.

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Why We Chose the Name 'Deviation'

Deviation represents more than a brand name; to us, it has become a mindset, an ethos.

It’s about refusing to stick to the status quo and forging new paths. It’s about aiming higher, taking risks, and embracing the messy, unpredictable nature of innovation.

For us, 'Deviation' isn’t just what we do—it’s who we are.

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The Journey So Far

Since launching Deviation, we’ve been humbled by the support and excitement from clients, collaborators, former colleagues, and even competitors.

It’s clear that the industry is ready for change, ready to embrace a new way of thinking about search.

We’re building an agency that’s not afraid to experiment, to challenge assumptions, and to put creativity at the heart of everything we do.

When we don't do this, is when we will have failed. In sports this would be considered a coach "non-negotiable", this is one of ours.
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What’s Next for Deviation?

The future of search marketing is being written right now.

Platforms will change, algorithms will evolve, and audiences will keep shifting.

But one thing will remain constant: the need for brands to connect with people in meaningful, authentic ways.

At Deviation, we’re committed to helping brands do just that—wherever the search happens to take us next.