Beyond Google: A Modern Playbook For Discovery In a Distributed Search World

How to win in a world where your customer finds you in new and unexpected ways

From Search Engine Optimization (SEO) to Distributed Search Optimization (DSO)

SEO Has Evolved Profoundly - It’s Not a Monologue With Google Anymore

Whenever I hear someone dramatically declare “SEO is dead,” I can’t help but smile. It reminds me of some of the other familiar claims such as “no one uses Facebook anymore” or “blogs are a thing of the past.” These statements are attention-grabbing, but overlook the nuance and evolution behind the channels they dismiss.

The game we’ve all been playing for decades around ranking high on Google by tweaking title tags, building backlinks, and posting 1,500-word keyword-stuffed blog posts is no longer the only, or even the primary, way people discover content and brands.

Search is no longer a monologue with Google. It’s a multi-platform, multi-format conversation that happens on TikTok, Reddit, YouTube, Instagram, Amazon, and increasingly, with AI chatbots like ChatGPT, Gemini, and Claude.

And ironically, even Google itself is disrupting its own model with AI-generated summaries right at the top of search results.

To navigate this new world, we need a new mindset. We’re not just optimizing for search engines anymore. We’re optimizing for everything: every platform, every intent, every interaction.

Unpacking the Basic Idea Behind Distributed Search Optimization (DSO)

1. The Google Search Monopoly Is Over. Discovery Is Decentralized.

For a long time, if you wanted to be found, you focused on Google. Today, discovery is happening in more places than ever. Check some of the stats and how it’s trending

• ChatGPT is now a daily habit for millions. It’s replacing a chunk of Google searches, especially for quick answers and comparison queries with 7% of US population using it for questions daily instead of using ole fashioned google search

• Amazon has quietly become the default for product search. If someone’s ready to buy, they’re starting there.

• TikTok isn’t just for entertainment anymore. It’s where people go to learn, review, and get inspired.

• Instagram is turning into a local search engine for Gen Z. They’re not Googling restaurants, they’re watching reels from people who’ve been there.

Discovery has splintered. The traditional funnel is fragmented.

If you’re still thinking of "SEO" as just optimizing for Google, you’re playing a game that is on it’s way out.

2. AI Overviews: When Even Google Stops Being "Just Google"

Let’s start with the biggest shift. Google is rewriting its own rules.

In 2024, Google rolled out AI Overviews (AIO), a feature powered by its Gemini language model. These AI-generated summaries now show up in nearly half of all search queries, occupying prime real estate at the top of the page. What used to be a set of 10 blue links is now a synthesized, paragraph-style answer pulling data from multiple sources.

If you’re thinking, "Great, Google just summarized my hard work and nobody clicks anymore," you’re not wrong.

Here’s what’s happening:

Click-through rates drop 15% to 35% when AIOs are present, especially for non-branded and informational searches.

Instead of competing for position #1, you’re now trying to be cited by the AI model itself.

With AI Overviews, Google is acting more like an answer engine, just like ChatGPT, instead of a referral engine.

The brands that show up in those AI Overviews are still winning. Being cited means Google trusts your content, and that’s a powerful brand signal.

The takeaway? You’re not just optimizing for rankings. You’re optimizing for relevance, clarity, and trust so the AI chooses your answer.

How To Think In a Distributed Search World: Focus On Intent Not Keywords

If SEO used to be about keywords, DSO is about intent.

Searchers are no longer just typing "best CRM software." They’re browsing TikTok for reviews, asking ChatGPT to compare options, checking Reddit for honest takes, and maybe Googling for a buyer’s guide.

Let’s walk through what that looks like across platforms for the query:

"Best running shoes for flat feet"

Google: Long-form listicle with structured reviews and schema markup.

Amazon: Clear product descriptions, reviews, and comparison charts.

TikTok: Try-on videos, quick opinions, influencer reactions.

YouTube: 5 to 10 minute review videos with pros and cons.

ChatGPT: A synthesized summary of top options with context-specific suggestions.

That’s five platforms. Five formats. Five content types. One intent.

This is the mindset shift. DSO means you stop asking "What keywords do I rank for?" and start asking "How does my customer search, compare, and decide across every channel?"

Each Platform Is a Different Game. Learn the Rules.

Let’s break it down further. Here’s how content performs on some of the biggest search-adjacent platforms in 2025:

TikTok: The For You page drives discovery. Success depends on scroll-stopping visuals, on-screen text, and high retention. 15 to 30 seconds is your sweet spot.

YouTube: Suggested Videos matter more than search. Watch time and engagement drive placement. Think "chapters," clarity, and a strong hook.

Amazon: The A9 algorithm rewards conversion rates, ratings, and relevance. Titles, bullets, and images must speak to both algorithms and human intent.

Reddit: Upvotes, authenticity, and community alignment win. Overly polished content flops. Answer real questions like a peer, not a brand.

ChatGPT and Gemini: Structured, entity-rich, non-promotional content gets cited. These LLMs favor clarity, authority, and specificity.

The rule is not copy-paste content across platforms. Customize it. Respect the format. Speak the native language of each ecosystem.

AI-First Conversational Search Is Just Getting Started And It’s Moving Fast

AI-first platforms generate responses that are roughly the equivalent of Google’s AIO

• ChatGPT has exploded -traffic is up over 180,000% in 18 months, and it now commands nearly 60% of the generative AI search market.

• Gemini is growing rapidly, especially through YouTube integration and broader access across the Google ecosystem.

• Claude is carving out a niche as the research assistant of choice for professionals and business users, quietly but effectively.

These tools aren’t just answering questions. They are:

• Comparing products

• Offering recommendations

• Retaining session context

• And increasingly, guiding full purchase decisions

People are no longer just searching for facts, they’re outsourcing thought work:

“What’s the best travel credit card with lounge access?”
“Compare CRM tools for small startups.”
“Plan a 3-day trip to Tokyo with a toddler.”

These aren’t search queries. They’re full buyer journeys.

And users don’t care if the answer comes from Google, ChatGPT, Claude, or something new. They just want what works and is faster, smarter, and more tailored to their intent.

According to Gartner, search engine traffic could drop by 25% by 2026 as users shift to conversational AI tools.

This isn’t a threat to marketers. It’s a wake-up call.

How to Execute a Modern DSO Strategy

Here’s a step-by-step playbook to shift from SEO to DSO:

• Audit Your Search Presence: Search your brand on Google, TikTok, ChatGPT, YouTube, Reddit, and Amazon.

  • Are you showing up?

  • Is the content helpful, engaging, and relevant?

  • Is your brand cited in summaries, reviews, and discussions?

• Prioritize Visibility: Pick top 2 to 3 platforms your audience uses most.

• Map Intent to Platform. Think like your customer. Use this rough/directional guide your content and channel strategy.

  • Buying? Amazon, Google Shopping, TikTok.

  • Learning? YouTube, ChatGPT, blogs.

  • Comparing? Reddit, ChatGPT, product review sites.

  • Browsing? Instagram, TikTok, Pinterest.

• Optimize Natively

  • Use schema markup, FAQs, and internal links for Google

  • Lean into short-form video storytelling for TikTok and Instagram.

  • Create high-retention, well-paced videos for YouTube.

  • Provide real answers (not sales pitches) in Reddit threads.

  • Build content that’s structured, factual, and clear for AI platforms.

• Build Trust and Authority

  • Publish thought leadership on your domain.

  • Encourage UGC and reviews on Amazon and social media.

  • Be active on LinkedIn and in podcasts if you're a founder or marketing lead.

• Track What Matters

  • Instead of obsessing over one traffic number, measure granular cross-platform engagement that gets to the business metrics instead of solving for vanity metrics such as likes and mentions

  • Keep a track on branded search volume and citation rates

  • AI snippet presence (are you showing up in ChatGPT summaries?)

  • Content ROI across different formats and platforms

Final Thought: You Don’t Have to Be Everywhere. Just Everywhere That Matters

Distributed Search Optimization doesn’t mean burning out your team trying to dominate 15 platforms. It means being strategic about where your audience is and how they search.

Start with the top 2 to 3 platforms most relevant to your product and industry. Master those. Measure, learn, and expand from there.

People will keep searching. They’ll search in new ways, in new places, with new tools. But they’ll still be searching.

The brands that adapt, who understand where their audience is, how they think, and how they ask questions, will be the ones that stay discoverable, relevant, and trusted.

The rest? They’ll be playing the old game while the next wave of winners rewrites the playbook.