In this episode of The Simple and Smart SEO Show, I'm stitting down with Ashley Liddell, co-founder of Deviation, to explore the concept of “Search Everywhere® .”

From Sephora’s “Black Beauty Is Beauty” campaign to understanding the evolution of search across platforms like TikTok, Pinterest, and Reddit, Ashley shares his journey to building a unique SEO agency.

We discuss the fragmentation of the customer journey, optimizing across platforms, and why traditional SEO alone is no longer enough.

Key Takeaways:

• Search Everywhere® Philosophy: SEO now means being discoverable on every platform where your audience is already spending time—not just Google.
• Brand Discovery vs. Intent Search: Ashley explains the difference between interruptive discovery (social platforms) vs. intentional problem-solving (search engines).
• Customer Journey Mapping: Understanding platform intent and audience behavior is essential to building omnichannel search strategies.
• Sephora’s Case Study: A missed opportunity to capitalize on a 7,000% search lift after a viral campaign highlights the need for integrated internal comms between marketing and SEO teams.
• Platform-Specific Optimization: Brands must tailor content (video, visual, text) based on platform expectations and user intent.

Memorable Quotes:

• “Search Everywhere® is about engineering brand discovery where your audience actually hangs out.” – Ashley Liddell
• “We’ve always conformed to Google’s expectations—but what if your audience doesn’t?” – Ashley Liddell
• “That 7,000% spike in brand search was completely missed because of internal silos.” – Ashley Liddell

Listener Action Items:

1. Reevaluate Your Search Strategy: Consider where your audience spends time—beyond Google—and start optimizing there.
2. Audit Internal Communication: Ensure your marketing, social, and SEO teams are aligned and sharing data.
3. Review Campaign Metrics Holistically: Don’t just track social performance—look at how it influences branded search and on-site behavior.

Connect with Ashley:

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Text me your questions or comments!

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