More than ever – now is the time to adapt to Omni Channel SEO. If you think, traditional SEO is obsolete or out of the window – it’s not true. Traditional SEO will remain as critical as it ever was. Also, activities like content structures, URL strategy, interlinking, backlinking, schemas, etc will remain critical to achieving it however, it may not be all that is needed. There’s a newer approach that SEO needs to be combined with. That’s an omni-channel approach.
The search landscape is evolving and expanding every day. It means the game is changing too. To stay at the top of it, in fact, ahead of it, there is no other way than to take control of Search from all channels and platforms with a comprehensive approach to establishing a brand’s online footprint.
What is Omni Channel?
Omni means ‘all’ and omni channel means ‘all channels’ a brand can leverage to optimise its online and offline visibility. Omni-channel SEO entails content optimisation for search from multiple avenues like web, mobile, voice, videos, social media, UGC platforms, and whatnot. 
Having over 8.5 billion searches per day, translating into trillions of searches per year, Google is the most popular search engine – and topping Google searches will continue to drive significant traffic to the website but what’s important is to broaden our Google-centric SEO strategy to omnichannel SEO strategy.
As the search landscape continues to evolve and brands begin to flock to Bing, Yahoo, Social Media, UGC platforms, etc. the buying and engagement patterns of the audiences have evolved as well. Today, people don’t only rely on traditional search engines and their results – they turn to several platforms to find information for making informed decisions. They look for interactions such as chatbots, podcasts, mentions for product reviews, articles, brand presence, and credibility to make a decision.
This concludes that a brand or a business must build a cross-channel presence to be visible to potential customers. UGC platforms like Reddit, Telegram, Bluesky, Quora, and Discord with 1200 million active users are places where people actively conversate, share experiences, and raise queries before trusting a brand. All these are valuable sources to drive traffic and build audiences.
Wait, that’s not all. Rapidly increasing social media channels like Facebook and YouTube with over 5.2 billion monthly active users alongside Instagram, TikTok, and Snapchat with new features are equally important. These platforms have built-in search functions that people use to find relevant content, products, and services.
In short, omnichannel SEO ensures SEO strategies are consistent and integrated across various platforms, internal and external partners, and channels to create a seamless user experience and improve overall visibility.
What does an Omnichannel SEO Strategy look like?
Now that we are clear on clubbing all channels within SEO, let me put one good example for you for further clarity. Let’s say you own a women’s salon and your prospects are looking for services such as ‘best manicure services nearby’ on Google. Your salon pops up on the search, fair enough, however, your prospect may also then opt for other channels to validate that information or to know more about your salon. They may look for tutorials to see how this specific service is conducted or an article to read more about it. They may even observe how the brand interacts with them through visual communication when they are on your website or social channels.
A recent study shows that people typically view 13 content pieces before opting for any purchases or reservations. This clearly shows that you must optimize not just your website but also your YouTube Channel with relevant video tutorials to engage and contribute to relevant conversations on Reddit and Quora to ensure your prospects are viewing and interacting with your brand on multiple channels. That’s not all, omnichannel includes optimisation on voice platforms like Amazon Alexa, Apple Siri, Google Assistant, Microsoft Cortana, etc. By doing all this, your brand will be visible on all possible avenues on the search landscape.
Here are a few famous brands that you must have shopped from seamlessly have successfully implemented omnichannel SEO into their digital marketing strategies: Amazon, Nike, Sephora, Starbucks, and Walmart. These brands understand the importance of an integrated, customer-centric experience across all digital and physical touchpoints.
Quick Tips For A Wholesome Omnichannel SEO Strategy
- Outline your target audience and all the channels they frequently use to engage and interact.
- Carve out a platform-specific content plan to produce high-quality, substance-rich, and meaningful content.
- Create a paid strategy to support omnichannel organic activities.
- Focus on ways to collect customer feedback, reviews, and polls to improve your products and service offerings.
- Ensure all visual assets are tagged, linked, and optimised properly.
- Implement data tracking on all platforms and analyse performance on each platform individually for conversions, new users, and user retention.
- Last but not least, leverage each platform and its exclusive features to optimise and engage with your audiences and fine-tune your digital marketing strategy every quarter based on the new findings.
Conclusion:
The digital landscape is evolving at an unprecedented pace. The only way to keep up is to adapt quickly and embrace emerging search engine optimization trends before your competitors do.
Remember, your audience is always eager to discover and experience something bigger and better. Ensure that the choice is always you and not your competitors! For marketing insights, connect with me on LinkedIn to reach out.
