The “Search Everywhere” Doctrine: Why Google Is Just One of 5 Search Engines
I’m about to tell you something that will make traditional SEOs uncomfortable.
Google isn’t the search engine anymore. It’s a search engine.
Over the last 15 years, I’ve watched search behavior fragment across platforms. People don’t just “Google it” anymore. They TikTok it. They Reddit it. They ask ChatGPT. They check Perplexity.
And here’s the kicker: Google knows this. That’s why they’re indexing Reddit threads and TikTok videos directly in search results. They’re admitting they’re no longer the only game in town.
If you’re still putting all your SEO eggs in the Google basket, you’re leaving 60-70% of potential traffic on the table.
Welcome to Search Everywhere Optimization – the strategy I use to dominate all five search engines my clients’ customers actually use.
The Vertical Search Revolution
Here’s the uncomfortable truth: People use different platforms for different intents.
When I started doing SEO in 2010, there was one search behavior: Type query into Google → Click blue link → Get answer.
That’s dead. According to SparkToro’s 2024 research, zero-click searches continue to dominate, with the majority of Google searches ending without a click to any website.
Now, search behavior looks like this:
- Google: Navigation (“Where is the nearest Whole Foods?”)
- TikTok: Discovery & How-To (“How do I stage a luxury home?”)
- Reddit: Trust & Reviews (“Best real estate agent in Orange County?”)
- Perplexity/ChatGPT: Answers & Synthesis (“Compare Irvine vs Newport Beach for families”)
- YouTube: In-Depth Learning (“Full home tour of $10M mansion”)
Each platform serves a different need. And if you’re only showing up on one of them, you’re invisible to everyone using the other four.
The Real Estate Reality
Here’s what most luxury real estate agents don’t realize about their traffic sources.
When I audit successful agents doing $20M+ in annual volume, the breakdown looks something like this:
- 30% from Google: People already knew what they wanted, used Google to find the agent’s site
- 35% from TikTok/Instagram: Visual tours of properties, neighborhood content, DMs from buyers
- 25% from Reddit/forums: Mentioned in “best Orange County realtor” threads, local subreddit discussions
- 10% from referrals/other: Word of mouth, past clients, direct outreach
65% of qualified leads come from platforms that aren’t Google.
And most real estate agents? They’re spending 100% of their effort on the platform that drives 30% of results.
That’s the Search Everywhere problem in a nutshell.
How to Optimize for “Human” Engines (TikTok & Reddit)
Let’s get tactical. Here’s how to rank on the platforms where humans are doing the searching – not just algorithms.
Reddit SEO: The Art of the Problem-First Title
Reddit is the new trust layer of the internet.
When someone searches “best real estate agent Orange County,” Google now shows Reddit threads in the top 3 results. Why? Because Google knows people trust real humans more than they trust marketing copy.
In fact, SEMrush’s analysis shows Reddit’s visibility in Google search results has increased dramatically since Google’s partnership with the platform in 2024.
Here’s how to win on Reddit:
1. Answer Real Questions
Find subreddits where your audience hangs out. For luxury real estate, that’s r/orangecounty, r/realestate, r/fatFIRE, etc.
Look for questions like:
- “Moving to OC, which neighborhoods should I avoid?”
- “Is $3M enough for a decent home in Newport Beach?”
- “Realtor recommendations for luxury homes?”
Answer them authentically. No sales pitch. Just value.
2. Use Problem-First Titles
When you create your own threads, use this format:
“Is [X] worth it?” ranks better than “[X] Review”
Why? Because that’s how people search. They’re looking for validation, not marketing.
Examples:
- “Is Turtle Ridge actually worth the premium over University Park?” (Good)
- “Turtle Ridge Neighborhood Review” (Bad – sounds like spam)
3. Don’t Link to Your Site in the Post
Reddit hates self-promotion. Instead:
- Provide massive value in the comment
- Put your website in your Reddit profile bio
- People will click through if you’re helpful
I’ve seen single Reddit comments drive 50+ qualified leads for luxury agents. But only when they’re genuinely helpful, not salesy.
TikTok SEO: The Hook-Value-Action Script
TikTok is a search engine disguised as entertainment.
The #LuxuryRealEstate hashtag has 8 billion views. That’s not a typo. 8,000,000,000 views.
If you’re a luxury real estate agent and you’re not on TikTok, you’re leaving millions of impressions on the table.
Here’s the framework I teach my clients:
The Hook-Value-Action Script
Hook (First 3 seconds): Stop the scroll
Example: “This $8M Newport Beach home has a hidden wine cellar you’d never find”
Value (Next 20 seconds): Show them something interesting
Example: Walk through the property, show the hidden door, reveal the wine cellar
Action (Final 5 seconds): Tell them what to do next
Example: “DM me ‘WINE’ for the full listing details”
Critical TikTok SEO Tip: Speak Your Keywords
TikTok uses ASR (Automatic Speech Recognition) to index your videos. That means you need to say your keywords out loud in the video, not just put them in the caption.
Say things like:
- “This is a luxury home in Newport Beach”
- “Gated community in Irvine with resort-style amenities”
- “$5 million dollar home tour”
The algorithm listens. Literally. TikTok’s official documentation on how search works confirms that spoken words in videos are indexed and used for search ranking.
Ranking In Google Via Reddit (The Loophole)
Here’s a strategy most SEOs are sleeping on: Parasite SEO (white hat version).
Google is prioritizing Reddit threads in search results. So instead of trying to rank your own site for competitive keywords, you can rank a Reddit thread instead.
This strategy has become even more effective since Google’s expanded partnership with Reddit, which prioritizes Reddit content in search results.
Here’s how it works:
Step 1: Find a Keyword You Can’t Rank For
Let’s say you want to rank for “best neighborhoods in Irvine” but you’re competing against Zillow, Realtor.com, and Niche.com. You’re not going to outrank them with a blog post.
Step 2: Create a Reddit Thread
Go to r/orangecounty or r/irvine and create a thread with a problem-first title:
“Moving to Irvine with kids – which neighborhoods should I actually consider?”
Step 3: Provide Massive Value in the Comments
Answer your own thread with a detailed, fact-dense response. Use the Q-Block strategy I covered in my GEO article:
- List 5-7 neighborhoods
- Include price ranges, school ratings, commute times
- Add specific data points (not adjectives)
- Be genuinely helpful
Step 4: Let the Upvotes Work
If your answer is actually valuable, people will upvote it. The thread gains “upvote velocity” which Reddit’s algorithm loves. Google sees the engagement and ranks the thread.
Boom – you’re now ranking #1 on Google for “best neighborhoods in Irvine” via a Reddit thread you control.
The Critical Requirement:
This only works if you have Information Gain. You can’t just regurgitate what’s already on Zillow. You need unique insights, local knowledge, and data that doesn’t exist elsewhere.
Reddit users can smell spam from a mile away. But if you’re genuinely helpful? They’ll upvote you to the top.
The “One Piece, Five Channels” Framework
Here’s the workflow I use to dominate all five search engines without creating five completely different pieces of content:
Start with One High-Value Blog Post
Write a single, comprehensive article using the Information Gain strategy. Make it fact-dense, unique, and genuinely useful.
Example: “The Complete Guide to Turtle Ridge: Prices, Schools, and Market Trends”
Then Repurpose It Across 5 Channels:
1. Google (Original Blog Post)
This is your home base. Optimize it for traditional SEO:
- Target keyword in H1, URL, meta description
- Internal links to related content
- Schema markup (Article, FAQPage, HowTo)
2. TikTok (Visual Highlights)
Turn your blog’s key statistics into a 60-second video:
- Use the Hook-Value-Action script
- Speak your keywords (ASR indexing)
- Show visuals of the neighborhood
- CTA: “Link in bio for full breakdown”
3. Reddit (Problem-Solving Thread)
Create a discussion thread with your contrarian take:
- Title: “Is Turtle Ridge actually worth $2.5M for a starter home?”
- Your comment: Pull key facts from your blog post
- Engage with other commenters authentically
4. Twitter/X (Thread)
Break your article into a 5-7 tweet thread:
- Tweet 1: Hook (shocking stat or contrarian take)
- Tweets 2-6: Key points from your article (one per tweet)
- Tweet 7: CTA with link to full article
5. Perplexity/ChatGPT (Citability)
Use GEO optimization to ensure AI engines cite your original post. As WordStream’s AI Overview research shows, content structured for easy retrieval performs significantly better in AI-generated responses.
- Q-Blocks for easy retrieval
- High fact density
- Structured data (tables, lists)
The Result:
One piece of research. Five distribution channels. Maximum visibility with minimum duplicated effort.
Platform-Specific Optimization Checklist
Here’s the tactical checklist I use for each platform:
Google Optimization
- ✓ Target keyword in H1, URL, first paragraph
- ✓ Schema markup (Article, FAQPage, HowTo)
- ✓ Internal links to related content
- ✓ External links to authoritative sources
- ✓ Meta title under 60 characters
- ✓ Meta description under 160 characters
TikTok Optimization
- ✓ Hook in first 3 seconds
- ✓ Speak keywords out loud (ASR indexing)
- ✓ Use trending sounds (when relevant)
- ✓ 3-5 relevant hashtags (not 20)
- ✓ CTA in final 5 seconds
- ✓ Pin comment with more info
Reddit Optimization
- ✓ Problem-first title format
- ✓ Provide value before linking
- ✓ Engage with commenters authentically
- ✓ No self-promotion in posts (use profile bio)
- ✓ Build karma before heavy posting
- ✓ Follow subreddit rules religiously
Twitter/X Optimization
- ✓ Hook in first tweet
- ✓ One idea per tweet
- ✓ Use line breaks for readability
- ✓ End with CTA + link
- ✓ Reply to your own thread to boost it
AI Search (Perplexity/ChatGPT) Optimization
- ✓ Use Q-Block formatting
- ✓ High fact density (data over adjectives)
- ✓ Answer follow-up questions
- ✓ Structured data (tables, lists)
- ✓ Clear, sub-300-character definitions
What is Search Everywhere Optimization?
Search Everywhere Optimization is the practice of optimizing content for all the platforms where your audience actually searches – not just Google.
This includes TikTok (for visual discovery), Reddit (for trust and reviews), Perplexity/ChatGPT (for AI-generated answers), YouTube (for in-depth content), and Google (for navigation). Each platform serves different search intents and requires different optimization strategies.
Why can’t I just focus on Google SEO?
Because 60-70% of your potential audience is searching on platforms other than Google.
Search behavior has fragmented. People use TikTok for “how-to” content, Reddit for honest reviews, ChatGPT for synthesized answers, and YouTube for deep dives. If you only show up on Google, you’re invisible to everyone using these other platforms – which is the majority of searchers in 2026.
How is Search Everywhere different from just “being on social media”?
Search Everywhere is about optimization, not just presence.
It’s not enough to post on TikTok or Reddit. You need to optimize for how each platform’s search algorithm works. For TikTok, that means speaking your keywords (ASR). For Reddit, that means problem-first titles and upvote velocity. For Google, that means traditional SEO. Each platform has different ranking factors.
What’s the “One Piece, Five Channels” framework?
Create one high-quality blog post, then adapt it for five different platforms.
The framework is:
- Write a comprehensive blog post (Google)
- Turn key stats into a TikTok video
- Create a Reddit discussion thread
- Break it into a Twitter/X thread
- Optimize the original for AI citations (Perplexity/ChatGPT)
This maximizes reach without creating five completely different pieces of content.
Does Search Everywhere work for local businesses and real estate?
Yes – especially for real estate.
TikTok’s #LuxuryRealEstate has 8 billion views. Reddit’s local subreddits are where people ask for agent recommendations. Google shows Reddit threads in top results for “best realtor in [city]” searches. YouTube property tours build trust. AI search answers questions about neighborhoods. You need presence on all five to capture the full funnel.
How do I measure success across multiple platforms?
Track platform-specific metrics, then measure downstream conversions.
Each platform has different success metrics:
- TikTok: Views, shares, profile visits
- Reddit: Upvotes, comments, profile clicks
- Google: Rankings, organic traffic, time on page
- AI Search: Citations, zero-click impressions
But ultimately, track where your actual leads and customers come from. Use UTM parameters and ask new clients “How did you find me?”
What if I don’t have time to optimize for five platforms?
Start with the two platforms where your audience is most active, then expand.
For luxury real estate, start with Google + TikTok or Google + Reddit. For B2B, start with Google + LinkedIn. For e-commerce, start with Google + TikTok. The “One Piece, Five Channels” framework minimizes extra work – you’re repurposing one piece of research, not creating five from scratch.
The Bottom Line: Be Everywhere or Be Nowhere
Here’s the hard truth about SEO in 2026: Single-platform strategies are dead.
I’ve watched too many businesses put all their chips on Google, only to see traffic crater when algorithm updates hit or AI Overviews steal their clicks.
The businesses winning right now? They show up everywhere their customers search.
They rank on Google for navigation queries. They dominate TikTok for discovery. They own Reddit threads for trust. They get cited by AI for synthesis. They have YouTube for depth.
That’s not “nice to have” anymore. That’s table stakes.
Start with the One Piece, Five Channels framework. Pick your best-performing blog post. Repurpose it across TikTok, Reddit, Twitter, and optimize it for AI citations.
And remember: you can’t just copy-paste the same content across platforms. You need to adapt to each platform’s search behavior and ranking factors.
But before you optimize for distribution, make sure you have something worth distributing. That starts with Information Gain – unique insights that don’t exist anywhere else. Then structure it with GEO optimization so AI engines can cite it.
Then, and only then, take it everywhere.
The algorithm doesn’t care which platform you use. Your customers do.
Meet them where they search.
