Understand the SEvO (Search Everywhere Optimisation)

While the use of traditional search engines is declining, the adoption of AI is growing rapidly.

We are seeing the emergence of new channels that are gradually taking market share and becoming highly effective tools for finding information on a specific subject.

Prospects search on YouTube, ask questions on ChatGPT, read comments on LinkedIn, and find answers, without ever visiting Google or a company website.

At the same time, clicks from SEO are falling and advertising costs are increasing, making digital marketing a complex strategy for SMEs.

Should we continue to invest more and more in a single channel (SEO, Ads or Social media) or should we rethink our overall approach?

This is where SEvO (Search Everywhere Optimization) comes in.

An approach based on a simple principle: you don’t need to be visible everywhere, but visible where customers and prospects are really looking.

What is SEvO?

SEvO aims for Search Everywhere Optimisation.

The strategy consists of optimising your organic visibility on all the digital channels where your audience can be found.

Searches are no longer carried out exclusively on Google, and many Internet users use additional sources of information to find answers to their questions.

Nowadays, achieving the top position on Google organically (SEO) is no longer enough to establish a sustainable strategy.

This fragmentation needs to be taken into account, and we need to ensure that we appear across the entire customer journey.

Whether they’re in the discovery phase (awareness) of your brand, product or service, or comparing different solutions (consideration) and then becoming a customer (conversion).

So SEvO is an extension of SEO and an integral part of this strategy.

Historically, SEO was defined as the implementation of a strategy on traditional search engines such as Google or Bing.

It is now possible to optimise your organic presence on social networks such as Tiktok or YouTube.

This is why we no longer speak of SEO in the strict sense of the term, but of SEvO, which covers all the available channels.

SEvO’s main strategic channels

Depending on the target audience, several channels can be defined, taking into account not only the B2B or B2C aspects, but also the language specificities of a country or region.

Certain platforms such as Reddit, Quora and local forums can be used to increase organic visibility, particularly in the United States.

However, the Swiss market is different, and these platforms are of little interest to many brands, services or products.

We can, however, draw up a list of strategic channels for improving organic visibility (in the Swiss market):

1. SEO – Search Engine Optimisation (Google, Bing)

This historic channel brings together the search engines used to respond to user queries.

Here we’re talking about optimising the content on your website so that it appears in the first results in the organic part of a search engine (excluding paid results such as Google Ads, Google Shopping, etc.).

2. GEO – Generative Engine Optimization (AI Overview)

An acronym that is becoming increasingly popular, particularly since the arrival of the AI overview in Google’s search results.

The Generative Engine Optimisation strategy consists of ensuring that you appear or are cited in the responses generated by AI in search engines, but also in AI Chatbots such as ChatGPT, Perplexity, Gemini, Claude etc…

This is to generate traffic directly (if a link to your site appears) or to improve awareness (if the name is quoted in the response).

3. YouTube (indexed video content + link to expertise)

Described as the second most widely used search engine after Google for many years, the famous platform also offers the possibility of appearing in search results organically.

So when you put in place a content strategy on YouTube, you can ensure your long-term presence in traditional search engines (Google’s Video tab).

Furthermore, videos posted on YouTube have a much longer lifespan than those published on other social networks.

Some channels have thousands of subscribers on specific topics and continue to generate views and leads every day, without any new videos being created.

YouTube requires a certain investment in terms of video content quality and planning, which makes this channel less competitive.

4. Organic social networks (LinkedIn, TikTok, Instagram)

Today’s social networks offer internal search engines that can also be used to gain organic visibility.

Thanks to native content (specially created for each platform), brands and companies can quickly reach their audience, whether B2C or B2B.

So there are now different platforms for different needs.

The professional Linkedin network, which is fairly well developed in Switzerland, is a great way of establishing expertise and generating leads, mainly in the B2B sector.

Other platforms such as TikTok could be considered, particularly for sectors with visual professions (crafts, construction, training, etc.).

Instagram has recently allowed its content to be indexed by search engines such as Google. As a result, an Instagram publication now generates organic traffic thanks to SEO.

5. Presence on local platforms (professional directories, specialist forums, niche sites or local partners)

In Switzerland, organic visibility is also achieved through local websites.

Both in French-speaking Switzerland and in German-speaking Switzerland, regional directories, specific forums and specialised websites offer excellent opportunities.

A brand can highlight its expertise by taking an active part in discussions on specialist forums.

Similarly, a company can improve its organic visibility by appearing in regional directories as a reference in its sector of activity.

Why SEvO is strategic for Swiss SMEs

These days, relying on just one acquisition channel is risky. The growing number of channels is increasingly fragmenting the digital environment.

Some platforms are rapidly becoming very popular (threads, snapchat), which makes diversification of content strategy inevitable.

What’s more, paid channels (Google Ads, Social Ads) are becoming increasingly expensive. The number of SMEs implementing a paid acquisition strategy is increasing every year. Demand is growing, but supply remains limited!

SEvO makes it possible to refocus efforts on organic channels that the company can really control.

• Website content
• Profiles on social networks
• Google My Business listing(s)
• Interviews on partner platforms
• etc…

Conversely, companies must also accept that they cannot control how the algorithms work and process their content.

As well, customer comments and conversations on forums or comparison websites cannot be directly monitored.

Nevertheless, companies and brands can influence their perception through a regular, authentic and well-structured presence on several channels.

That’s why building visibility through SEvO is a great opportunity for companies in Switzerland.

It’s no longer just a question of being found on search engines, but of appearing throughout the discovery and consideration phase.

This is to be chosen from among the various brands and solutions that appear when a prospect makes his or her decision.

How to build a SEvO strategy

SEvO must be an integral part of the company’s strategy.

You might think that the best strategy is simply to be visible everywhere, all the time.

In our view, you should avoid trying to develop each channel with the same intensity at all costs.

The company’s actual resources, the objectives to be achieved and the channels that the target audience prefers are the three main factors to be taken into account when defining priorities.

Here are the four key stages we’re using to establish a sustainable SEO strategy:

Step 1: Multi-channel audit (visibility, content, referencing, mentions)

The first step is to establish the current visibility of the brand or company on the main channels.

We analyse the website’s presence on traditional search engines such as Google or Bing (excluding AI overview).

• Does the website appear when the brand name is typed in?
• What are the main activities for which the site should appear?
• Can I see the site when I’m looking for a specific product or service?
• and so on.

If the company’s objective is to be visible on a national scale, it is also a good idea to analyse visibility on search engines in the three languages. You can use different browsers configured in the target language and, above all, change the language of the Google results.

We analyse the company’s presence on the various social networks such as Facebook, Instagram, TikTok, Linkedin, etc., both in terms of the company account created and in relation to its activity.

It’s not enough to create a page in order to have a presence; it’s essential to offer quality content and, above all, to interact with your audience.

YouTube is very often underused.

Most companies use this channel as a database for company promotional videos.

Yet it is one of the most important channels for a successful SEvO strategy.

Customer feedback, reports on the services offered or simply clear explanations of a company’s products are all information that a prospect is looking for in the discovery or consideration phase.

Presence in professional directories is also part of the audit, as is ensuring that the company and its site are registered on town or city websites.

Finally, we need to take stock of visibility on conversational AI platforms such as ChatGPT, Perplexity, Claude, etc., not forgetting Google’s AI overview.

Step 2: Personalised action plan (priorities + resources)

On the basis of the audit, we draw up a roadmap based on business priorities and available resources. The idea is not to do everything, but to set priorities based on the best return on investment.

Depending on the target audience,a YouTube channel may be a very good opportunity for a brand. However, setting it up may require a significant investment, and so the short-term return on investment may be less attractive thanoptimising your LinkedIn presence.

First and foremost, you need to define the quick-wins, the tools required and the roles and needs (whether internal or external).

Step 3: Implementation with skills transfer (done-with-you approach)

Once the roadmap has been defined, we jointly implement the strategy. Unlike a traditional “Done for You” approach, SEvO requires close collaboration between internal teams (Communications, Marketing, Digital, etc.) and external players (Agency, consultant or freelance).

The primary objective is to implement the SEO/GEO strategy and adapt content and social network pages, while benefiting from support in transferring skills through coaching sessions and specific workshops.

The idea is to reduce our dependence on external players to encourage Internet synergies and increase our autonomy.

Step 4: Monitoring and adjustment (monitoring, feedback, AI learning)

An effective SEO strategy evolves over time, whether as a result of external factors such as search engine algorithm updates or the emergence of new communication channels.

User expectations and customer feedback have a strong impact on strategy, which is why it is important to observe and monitor changes regularly.

The development of KPIs aligned with the company’s objectives, together with a dashboard and frequent reporting, enable the strategy to be adjusted on an ongoing basis.

It’s not the end of SEO… it’s the beginning of strategic visibility

SEO (on traditional search engines) is not dead, but it is no longer sufficient.

These days, companies that want to be visible online in an organic way need to adapt their strategy and look at the different channels as a whole.

The key is above all tobe visible where their future customers are and where they are looking for information. Whether it’s on Google, ChatGPT, Facebook or on sites related to their field of activity (also known as niche sites).

SEvO allows you to structure a coherent multi-channel organic presence, with an approach that adapts to your resources and is based primarily on what you can really influence.

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Julien Vidal

I am an SEO consultant and digital marketing trainer with 20 years of experience supporting Swiss B2B SMEs.

My specialty is improving their online visibility through a “done with you” approach, which actively involves and trains their internal teams to achieve effective results.

Fluent in French, German (including Swiss German), and English, I adapt each strategy to the local market to effectively reach all regions of Switzerland.

From comprehensive technical audits to hands-on implementation—including keyword research and content creation—I guide my clients toward sustainable growth while respecting their company identity and values.

My mission is to share expertise so that every project becomes a true driver of long-term success.