People no longer start their search on Google or YouTube. Increasingly, they also turn to TikTok, LinkedIn or Instagram to find answers. At the same time, AI systems like ChatGPT, Perplexity or Gemini rely on content that’s machine-readable and thematically reliable.
21% of 18 to 24-year-olds now start their search directly on TikTok more often than on Google. And the trend is intensifying: Gartner predicts a 25% decline in traditional search volumes by 2026. The main drivers are AI-supported systems that provide direct answers without detours via websites. Features such as Google's “AI Overviews” have led to an increase in “zero-click” search queries, where users get answers without clicking links or leaving the platform. This has meant a significant drop in traffic for many websites. 37 of the top 50 news domains saw a drop in organic traffic, some by as much as 40%.
To stay visible, companies need to create content that works natively on platforms, and is structured in a way that AI systems can reference.
Social SEO: Content without strategy no longer works
Social SEO isn’t about being present — it’s about being found. That means creating content optimised for search terms, interaction signals, and native formats.
Relevant factors include:
- Keywords in captions, voiceovers, and profile texts
- Interaction signals such as saves, watch time, and shares
- Choice of format, e.g. reels instead of links, and carousels rather than PDF attachments
TikTok, Instagram and LinkedIn are developing their own search ecosystems. Understanding how they work will increase reach, dwell time and algorithm relevance. This also pays off for Google, but only secondarily.
AIO: Turning intuition into structured content intelligence
AIO (AI Optimisation) isn’t simply copywriting – it’s a system that applies AI tools from beginning to end of the content chain.
This includes:
- Topic identification and trend analysis (e.g. with Perplexity)
- Keyword and intent research
- Adaptation of formats (e.g. blog to carousel, video to slides)
- Versioning and distribution across different platforms
The aim is to produce content faster, more precisely and in a reusable form — without sacrificing human quality, attitude or linguistic clarity. Equally central is the question of how content must be structured in order to be found and cited as a trustworthy source by AI systems such as ChatGPT, Perplexity or Gemini. These systems prefer clearly structured, fact-based and logically linked content. A good hierarchy of headings, internal links (topic hubs), machine-readable formats such as tables or FAQs and a high thematic authority of the domain are helpful. AIO therefore not only means efficiency in production, but also strategic findability in the AI-supported search space.
Why it matters for decision-makers
Social SEO and AIO affect more than just the content team — they affect the overall business strategy.
How do you achieve better reach today?
Make sure your content is:
- Platform-driven (“Which SEO framework conditions apply on which platform?”), no longer channel-centric (“We post on Instagram.”)
- Behaviour-based, no longer just keyword-driven
- AI-sensitive, no longer purely editorial
Questions to ask yourself:
- What role do platforms play in our customer journey?
- Do we have measurable social SEO KPIs?
- How well does our team understand the ranking logic of LinkedIn, TikTok, YouTube and other platforms?
- How intelligent is our content process?
Coaching over control: How to develop your team
Run an audit. How are your current channels performing in terms of reach, engagement, and format diversity? You can download an evaluation matrix as a white paper here or book a workshop with us to make your team SEO and AIO fit.
Coaching goals:
- Build platform fluency: Understand how each one works — from TikTok to LinkedIn.
- Create and recycle smart content: Plan for evergreen formats that can be reused and repurposed.
- Craft sharper CTAs: Make every call-to-action clear, intentional, and aligned with user behaviour.
- Embed AIO into your workflow: Set up prompt libraries, editorial cycles, and performance tracking.
Your next 90 days: Where to start
- Performance analysis: Which content ranks? Which stays visible beyond the first week?
- Content strategy: Focus on evergreen formats, topic series, and measurable Social SEO KPIs.
- Team: Treat content like a craft and train your creative muscles with tools, training and AIO standards.
Social SEO and AIO are the foundation of future communication. Those who act strategically today will secure their reach, relevance and market position tomorrow.
What about Google and YouTube?
Google isn’t dead — but it’s no longer the starting point.
YouTube still matters — as the world’s second-largest search engine, it’s key for evergreen formats and educational content. But even there, shorts and engagement signals now help shape reach.
Google remains important for structured content, local visibility and indexing. But click rates are falling and many search queries are now answered directly in AI overviews.
That is why companies should think about Google, YouTube, social SEO and AIO as an ecosystem. The best content works across platforms and is easy for humans and machines to read.
Social SEO and AIO aren't add-ons — they are the foundation of future communication.
Those who act strategically today will secure their visibility, relevance and market position tomorrow.
Would you like to analyse your channels or develop your team in a targeted manner?
Book a non-binding sparring session or download our evaluation matrix.
