The traditional SEO playbook of optimising for direct Google searches is no longer sufficient in 2025. Today’s users weave through multiple platforms before reaching a conversion, which means the way we approach search optimisation has changed. Whilst Google remains crucial, users might first discover products on TikTok or Instagram, validate their choices through Reddit discussions, and only then turn to search engines for specific queries.
This change in behaviour demands a more sophisticated approach to SEO that acknowledges the interconnected nature of digital discovery. Here’s how to do it.
For SEOs, this more complex journey presents unique challenges in keyword research and content strategy. We now need to consider how users phrase their queries at different stages of their journey. For instance, initial discovery might involve broad, informational searches, whilst later stages could include specific product comparisons or technical specifications. This requires a more nuanced approach to keyword targeting and content creation that addresses various user intents across different platforms.
The rise of platform-specific search behaviours also means we must optimise content differently for various channels. Videos on TikTok might drive initial interest, leading to specific Google searches that we need to capture. Meanwhile, Reddit discussions increasingly appear in search results, making community engagement and forum optimisation increasingly important for overall SEO strategy.
The technical aspects of SEO have become more complex with the need to ensure content is optimised for multiple platforms and devices. Schema markup needs to be more comprehensive to capture various touchpoints in the user journey. Mobile optimisation is no longer just about responsiveness—it’s about understanding how users switch between devices during their research phase and ensuring a seamless experience throughout.
Local SEO has also evolved, with users often researching online before making in-store visits. This requires careful attention to local search signals and ensuring consistency across all digital touchpoints, from Google Business Profile to social media presence.
Traditional metrics like keyword rankings, whilst still important, tell only part of the story. We need to track how users move between platforms and understand the role that organic search plays in the broader conversion journey. This might involve:
In light of everything we have said above, SEO agencies need to adapt their approaches to stay ahead of the curve. As such, this means:
Understanding and optimising for these complex user journeys isn’t just about improving rankings—it’s about ensuring visibility and relevance at every potential touchpoint. As search behaviour will no doubt continue to keep on changing, SEO agencies that can successfully navigate this complexity whilst delivering measurable results will be best positioned to succeed.
Are you ready to take your local SEO to the next level? If you’re feeling overwhelmed or unsure where to begin, consider seeking help from a professional SEO agency like totalsurf that specialises in local search optimisation. With the right approach to local citations, you can put your business on the map – quite literally – and attract more local customers than ever before.
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