Eric Siu and Neil Patel discuss search optimization beyond Google, covering YouTube, Amazon, app stores, and LLMs. They break down platform-specific ranking signals like thumbnails and retention, then walk through a framework for deciding which platforms matter most for your business.
Let's talk about how to optimize for search everywhere optimization. What we mean by search everywhere optimization is 10 years ago, maybe you were just optimizing for mostly Google. And Google, to be honest, a decade, maybe 15 years ago, Google had the best organic reach. But now organic reach is spread out through everywhere. We're talking about YouTube, which is the world's second largest search engine. Could be Amazon if we're talking about shopping, app store optimization, LLMs as well. So optimizing for LLMO. LLM optimization, right? And so we should talk about maybe a couple of ways to optimize for search everywhere optimization.
And a quick stat for you guys wondering why we really think this is important, other than it just being Eric and Neil's opinion. There's 45-ish billion searches, 45.1 to 46-ish billion searches a day. Google has 8.5 billion, so that makes up roughly 18%. Amazon has 3.5 billion a day. It's nowhere near the amount of Google, but When you get 3.5 billion searches a day on Amazon, those are people buying a product. Those are very valuable searches. Instagram has 6.5 billion a day. A lot of them may be looking for friends or content like a handbag, and if you're Louis Vuitton, you would want to show up there. The searches may not be as valuable as let's say Google, but nonetheless, they still have a lot of demand. Even like Eric mentioned, the App Store, the Apple App Store gets roughly 500 million daily searches for apps. That's a ridiculous amount. So if you're not optimizing for all these platforms, you're missing out. And although Google's known as the search engine, it doesn't control majority of the market. It's at 18%. And even though Google's growing in popularity, its percentage of ownership of the market has been decreasing, which means there's more opportunity for you elsewhere, including places like ChatGPT, which is getting around a billion searches a day. Yeah.
And so we'll just give you practical high level because we can't tell you how to optimize for every single thing in this one podcast. Maybe we'll try to go down line later. But if you think about, okay, how do I start optimizing for search everywhere optimization? One, marketing 101, where are your people hanging out? You can't try to— if your people aren't hanging out on the App Store and you're selling, you know, D2C, probably shouldn't optimize for the App Store, right? You have to get an inventory of where your people are hanging out and then prioritize it that way. And what I would do, Neil was just talking about the numbers behind people searching, is in marketing, there's a framework called ICE, which is impact, confidence, and ease. And what you do here is let's say you score each one 1 through 10. So, I think the impact of this test is going to be 10 out of 10, which is like high impact. How confident am I with this channel? Maybe 10 out of 10, right? And then ease, also 10 out of 10. So, that's a 30 out of 30, which is great. But what's missing that we add in here is we add in the reach. So, now it's RICE. It's no longer just ICE, it's RICE, right? And then you take the R number, which is— you might say Google is what? You said 18 billion a day? Yeah.
8.5 billion a day, roughly 18% of the market.
Okay, so 8.5 billion searches a day on Google. So you might take that reach and just multiply it by the 3 that you added up, right? And it sounds a little complex, maybe you need to rewind this. But that's how you prioritize the channels. And then from there, you can figure out, okay, what do I need to do exactly? And don't try to optimize all of them at once, focus on one at a time. And then you'll get better. Because if you try to do all of them at the same time, you're going to, you're going to do them all pretty mediocrely and you're not going to get good results.
Yeah, that's correct. Some general things that work for most platforms, they're looking for brand mentions. The more you're getting mentioned around the web, the better off you're going to do for a lot of these platforms. They're looking at brand searches within their own platform. The more people that search for your brand, they know that you're more likely to be a trustworthy source and less likely to create fake news. Another one that is really important is Reviews, if you sell a product, the more reviews you have, the higher the rating, assuming it's 4.5 stars or higher. We've seen it help as well. Links help. A lot of these are SEO signals as well. Keywords help, where not just the keywords that you're using within your content, but the keywords that mention you around the web and that in those articles, what are the keywords being used around the mention of you? We see that helping too. Another big one that we really see is you also got to be consistent. Consistency is huge. So how often are you posting and are you keeping up that velocity and getting engagement? Or is the sentiment pretty good or negative? Is it positive or negative based on what people are saying online and on these platforms? All these things can really determine how well you're going to end up ranking on many of these platforms.
All right, so I wanted to take a moment to tell you about my podcast co-host, Neil's, agency called NP Digital, and they work with a whole host of global companies or global organizations. Also, Neil has SEO tools such as Ubersuggest and AnswerThePublic. All you have to do is go to npdigital.com to learn more, and we'll see you on the other side. Yeah, and look, I'll use one example here. Each of these platforms is a game to be played. YouTube is a game to be played. If you want YouTube to work out well, you also have to understand that the game changes quite a bit. The meta changes, right? It's the The most optimal way of playing. And so, the meta is, okay, how good is your thumbnail? How good is your title? How good is your first 30-second retention? And how good are you at keeping open loops to keep people hooked? Now, Neil and I, I wouldn't say we're the best at doing that stuff, but you have to be aware of that. Also understanding that formats come and go too. Right now, vlogs are in vogue again. They weren't in vogue maybe 2 years ago. Like they were cool and then they went out of vogue, right? So, just understand that. Each one is— there's a game to play. And sometimes, you can't try to be good at everything. It's worth actually hiring consultants to learn from them. Maybe you pay them for an hour of their time, or maybe for a month or so you pay them and learn their processes. And then from there, maybe you move on. So, all right. So that is it for today, guys. Go to marketingschool.io/agency to learn more about the Agency Owners Association. And that's the group where you're going to see our churn numbers.
Yeah.
Get even better. Goodbye.
