Search has shifted. You need to shift with it if you want to stay visible.
Many brands are seeing a decline in website traffic as user behaviour shifts. If you’ve also seen this, know that you’re not alone. And this is why:
Instead of clicking through multiple results pages on Google, users are now turning to TikTok to see what real people recommend or asking AI tools for a comprehensive answer.
This change in behaviour has turned ‘traditional’ search on its head and made way for a more modern discovery system.
What is discoverability?
Discoverability refers to a brand's ability to be found across search, social and AI-driven environments. This is achieved through implementing a system that encompasses SEO, SSO, AEO and GEO (as pictured above).
SEO still plays a vital role, but…
SEO (Search Engine Optimisation) is still important and plays a vital role in this new discovery system, but it’s not the be-all and end-all of search anymore. We’ve seen the move from Search Engine Optimisation to Search Everywhere Optimisation.
This shift is being driven by:
The fragmentation of search across platforms:
Social media for visual discovery
Forums for real opinions
Reviews for trusted experience
AI engines for immediate, comprehensive answers
The rise of zero-click searches driven by AI-generated summaries
Brands now need to consider all practices in the modern discovery system to ensure they’re being found in the right places. It’s imperative that brands show up where their audience is searching, but by only focusing on SEO, that won’t be the case.
The other players in search
So, SEO is a sure thing when it comes to search but what else makes up this new system?
Social Search Optimisation (SSO)
Quick win here: Align captions with how users naturally search on platforms such as TikTok, Instagram and Pinterest.
Answer Engine Optimisation (AEO)
Quick win here: Create content around real questions people ask to help appear in AI Overviews.
Generative Engine Optimisation (GEO)
Quick win here: Structure content in a way AI Large Language Models (LLMs) such as ChatGPT, Gemini and Perplexity can easily extract and summarise.
What this means for brands
With this new discovery system in mind, brands need to make sure their content is up to scratch and optimised for discoverability across all touchpoints. There’s a job to be done on auditing and adapting content strategies with search at the core.
Taking the next step in search
For brands looking to adapt to this new search landscape, the challenge isn’t just understanding discoverability, it’s implementing it effectively.
Whether it’s a basic audit to get you started or you’re ready for a full-scale discoverable content strategy, Hydrogen can be your partner in ensuring your brand is strongly visible where it needs to be.
This is how brands will win: not just creating content but creating content that is discoverable across every online environment their audience uses.
Get in touch at hello@wearehydrogen.com to see how we can help you optimise for discoverability.
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