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Take a few minutes and think aside about the impact of Search Generative Experience (SGE), also known as AI Overview, on the Google SERPs – and your brand’s engagement metrics.
(It won’t hurt, I promise.)
While AI and the US government’s antitrust case against the search giant dominate Google-related headlines, another trend – an arguably more impactful one – has created major growth opportunities for search engine marketing and SEOs.
This trend? Building and optimizing an organic content strategy on platforms other than Google.
In this article, I talk about why this is a smart move for brands, I list a few steps brands need to take to gain traction, and I explain the various ways Google itself not-so-subtly leads SEOs in this direction.
Why should you optimize your organic strategy outside of Google?
In paid or organic marketing, channel diversification is a good thing – not least as a hedge against seismic developments in the area of individual channels such as AI overviews.
It’s always been that way, but it’s especially true now considering the types of content today’s users prefer: authoritative, personal, and authentic. In other words, the type of content that thrives on channels like TikTok, Reddit, and Quora.
Focusing on these channels (and relevant industry forums) offers real Google-focused benefits, which I’ll get to in a moment. Aside from Google, building a brand on Reddit and Quora (for B2B) or TikTok (for B2C) is a great option to help brands build deeper personal relationships with their users.
These platforms are based on the idea of community building, meaning that brands can achieve more than just single clicks on a SERP if they treat users with respect and authenticity (rather than heavy-handed corporate agendas).
With an effective approach, community building helps brands attract third parties (employees, advocates, and customers) to run the promotions on their behalf. This is a powerful combination of raising awareness and providing social proof.
How to build organic momentum away from Google
First, find your communities. Quora and Reddit make this relatively easy with their topics/subreddits that can achieve remarkable granularity. The best way to approach TikTok is to consider relevant topics that will help you find and retain new users (for example, if you’re a swimwear brand, Vegas vacations would be a great crossover).
Second, use UGC. Particularly relevant to TikTok, but also to B2B platforms, UGC is a less corporate, more authentic form of content that today’s users find more engaging than messages written from an organization’s perspective.
Third, don’t try to sell or manipulate. This might work on Google (or at least get a click before the user abandons), but other communities notice sales-promoting behavior immediately. Any engagement a top-selling brand receives can only come in the form of a blowback.
Finally, make sure you understand each platform’s guidelines and potential strengths (e.g. hashtags) before jumping in.
How Google makes brands aware of other platforms
Have you seen the SERPs lately? (And by that I mean the more traditional listings, not the AI overviews.) They’re littered with content from the platforms we’ve been talking about – whether the content is in the traditional SERP listings or in features like discussions and forums appears.
In fact, “litter” is the right word in many cases; Junkie content from Reddit and Quora in particular has become something of an epidemic, sparking outrage over Google’s quality policies.
Of course, I don’t recommend anyone use spammy content in any part of their organic strategy, regardless of platform. What I recommend is that brands take advantage of Google’s clear preference for informed first-party perspectives.
Google has been laying the groundwork for the success of this type of content for some time. From its EEAT guidelines (published in 2018 and updated in late 2022) to the Perspective Filter (launched in mid-2023) to the “Hidden Gems” ranking update to display first-party perspectives (launched in late 2023), Google is uncharacteristically giving after clear signals about what the ranking algorithm will be based on.
You can and should definitely rely on first-party perspectives when it comes to your own media – for example, include author pages on your blog to demonstrate the authority behind the content, and consider adding a page that explains your editorial process.
For many SEOs, optimizing your own media is not a new idea. What Is What’s new is expanding the reach of your experts and advocates into new areas – including those that force you to play by their rules.
Final Thoughts
There are other reasons to shift focus away from Google – for example, the trend that younger users are increasingly relying on TikTok’s search engine instead of Google’s.
I’m watching closely to see if Google continues to be stubborn about providing AI content that the user may not prefer. If this continues, first-party perspectives will be even more impactful in comparison, and finding ways to diversify deployment will be critical for the SEO community.
More resources on organic content platforms: Beyond Google
How B2B Marketers Can Leverage an Organic Social Media Strategy for Success… (Podcast)
Here’s how to find out if TikTok is right for you or your business
The Complete Guide to Reddit Marketing
Is B2B TikTok right for your business? Three questions to ask