SEO (Search Everywhere Optimization)
We’ve spent years optimizing for Google—and don’t get me wrong, we still do. But something big is shifting, and if you're not paying attention, your brand might be speaking to an audience that’s already moved on.
Let’s talk about it: TikTok isn’t just for dances or trending audio anymore. It’s become one of the top search engines, especially for Gen Z and younger Millennials. People are literally typing in “best restaurants in NYC” or “how to style curtain bangs” on TikTok instead of Google.
And honestly? It makes sense.
Our attention spans have shortened. According to a study from Microsoft, the average human attention span dropped from 12 seconds in 2000 to just 8 seconds in 2015—and it’s arguably even less now thanks to endless scroll culture. We don’t just want answers. We want visual, fast, relatable, and easy-to-digest content.
What does that mean for business owners and brands?
It means if your strategy is only optimized for Google, you’re missing traffic, visibility, and potential buyers. SEO isn’t just about keywords and blog posts anymore—it’s about how people search and where they search.
That’s why at Katalyst, we’ve shifted our language and strategy.
We no longer say “optimize for Google.”
We say “optimize to be found everywhere.”
TikTok?
YouTube Shorts?
Pinterest?
Even Instagram search bars?
Yes. All of it.
SEO now includes social-first visibility. That means repurposing your content across platforms with intentional captions, strategic hashtags, and embedded keywords that match how your audience is searching right now.
Because truthfully, the brands that adapt to new search behaviors are the ones that stay relevant. And the ones that don’t? They’re just hoping to be found on a page that’s constantly getting skipped.
If you’re ready to get ahead of this shift—and not fall behind—this is your sign. It’s time to start showing up where your people are already looking.
And trust me, they’re not just on Google anymore. will take care of itself. It always does.
