BrightonSEO (UK) - Brand. Social. Search - A 'Search Everywhere' Trifecta

Traditional silos between Brand, Search, and Social are limiting discoverability.

This session unpacks a brand-led approach to search strategy, one that unifies these digital teams around a singular vision of a brand's visibility.

Using real-world examples and insights from deviation's Search Everywhere™ approach, Ashley will explore how brands can build authority across platforms, from Google to TikTok to Reddit to AI/LLM, by aligning narrative, data, and distribution.

Transcript

1. Confidential | © All rights reserved wearedeviation.co.uk @ashley-liddell-seo
2. #BrightonSEO | SOCIAL | BRAND | SEARCH |
3. #BrightonSEO ❌ LIMITED PRESENCE ❌ LIMITED PREFERENCE ❌ LIMITED BRAND DISCOVERY
4. #BrightonSEO BUT THE LANDSCAPE IS CHANGING…
5. #BrightonSEO SEARCH IS DEMOCRATISING
6. #BrightonSEO
7. #BrightonSEO ~76% of consumers have used social media to search for or discover products, brands, and experiences. https://www.tintup.com/blog/social-media-is-now-a-search-engine/
8. #BrightonSEO SEARCH WAS A PLATFORM: NOW… SEARCH IS A BEHAVIOUR
9. #BrightonSEO SEARCH NOW EXISTS WHERE CULTURE LIVES…
10. #BrightonSEO
11. #BrightonSEO SEARCH IS MULTI-FACETED, MULTI-TOUCH… SEARCH IS EVERYWHERE.
12. #BrightonSEO 89% of buyers research across at least 3 platforms before purchase… https://www.mckinsey.com/mgi/our-research/mckinsey-global -institute-2024-in-charts
13. #BrightonSEO Before Using ChatGPT After Using ChatGPT Google Search (Sessions/Week) 10.5 12.6 ChatGPT (Sessions/Week) 0 5 CHATGPT IS NOT REPLACING GOOGLE… IT IS EXPANDING SEARCH… https://www.semrush.com/blog/google-usage-after-chatgpt-a doption/
14. #BrightonSEO DISCOVERY RELIES ON MORE THAN TRADITIONAL SEARCH… IT’S MORE THAN BLUE LINKS ON A SEARCH RESULTS PAGE.
15. #BrightonSEO TOP DOMAINS CITED BY AI/LLM https://www.semrush.com/blog/ai-mode-comparison-study/
16. #BrightonSEO https://www.semrush.com/blog/ai-mode-comparison-study/ TOP DOMAINS CITED BY AI/LLM
17. #BrightonSEO https://openai.com/news/ AND WE’RE ONLY WITNESSING THE START
18. #BrightonSEO SEARCH EVERYWHERE®
19. #BrightonSEO SEARCH NOW INCLUDES MORE THAN JUST ‘SEO’
20. #BrightonSEO VISIBILITY =
21. #BrightonSEO ❌VISIBILITY IS NO LONGER ENOUGH ❌
22. #BrightonSEO ✔ A BRAND’S GOAL SHOULD BE TO BECOME THE PREFERRED OPTION ✔
23. #BrightonSEO (noun) ‘a greater liking for one alternative over another or others’. PREFERENCE /ˈprɛf(ə)r(ə)n(t)s/
24. #BrightonSEO AUTHORITY + TRUST + RELEVANCE PREFERENCE =
25. #BrightonSEO | SOCIAL + BRAND + SEARCH |
26. #BrightonSEO ✔DEVELOP PRESENCE ✔FACILITATE BECOMING THE PREFERENCE ✔BRAND DISCOVERY
27. #BrightonSEO LET’S EXPLORE HOW…
28. #BrightonSEO ASHLEY LIDDELL Co-founder & Search Everywhere Director DEVIATION | THE SEARCH EVERYWHERE® AGENCY
29. #BrightonSEO SO… SILOS? IN 2025 THEY ARE A REAL PROBLEM.
30. #BrightonSEO WE MUST UNIFY HOW WE THINK ABOUT BRAND DISCOVERABILITY.
31. #BrightonSEO BRAND LED NARRATIVES SEARCH FOUNDATIONS SOCIAL SEARCH & DISTRIBUTION
32. #BrightonSEO WHERE PREFERENCE OCCURS
33. #BrightonSEO THIS IS WHERE OUR NEW, CONNECTED DIGITAL TEAM, SHOULD BECOME A DISCOVERABILITY ENGINE…
34. #BrightonSEO LET’S IMAGINE WE’RE ADIDAS
35. #BrightonSEO LET’S TALK: SIBUSISO KUBHEKA LET’S TALK ‘CHASING 100’
36. #BrightonSEO PR SEO SOCIAL SEARCH SOCIAL AI/LLM BRAND MENTIONS BRAND
37. #BrightonSEO BRAND SOCIAL SEARCH
38. #BrightonSEO SEARCH TEAMS? WE CAN FACILITATE THE BREAKING OF THE WALLS
39. #BrightonSEO ✔EMPOWER WITH DATA, MAKE IT IRRESISTIBLE ✔TIE METRICS TO THEIR GOALS AND KPIS ✔EXPERIMENT, AND DO IT TOGETHER… ✔SHARE IN THE VICTORIES
40. #BrightonSEO DEVELOPING PREFERENCE AS PART OF BRAND DISCOVERY, IS A BIG WIN FOR SEARCH, SOCIAL, AND BRAND.
41. #BrightonSEO BRANDS ARE DISCOVERED VIA SEARCH EVERYWHERE® ‘DISCOVERY’ ACTIVITY. THIS FACILITATES [BRAND] + [TERM] SEARCHES, WHEN A USER IS READY TO CONVERT.
42. #BrightonSEO ✔ALIGNED SIGNALS ✔CONSISTENT NARRATIVES ✔SHARED OBJECTIVES ✔COMPOUNDING IMPACT ✔BRAND DISCOVERY
43. #BrightonSEO BUT STOP FOR A SECOND…
44. #BrightonSEO WHAT PROBLEMS SHOULD A DIGITAL TEAM ACTUALLY BE TRYING TO SOLVE IN 2025/26?
45. #BrightonSEO YOU SHOULD BE LOOKING TO FACILITATE MORE PEOPLE SEARCHING FOR YOUR BRAND…
46. #BrightonSEO …AND MORE PEOPLE DISCOVERING YOUR BRAND WHEN THEY DON’T SPECIFICALLY SEARCH FOR YOU.
47. #BrightonSEO BRANDS WILL FACE DIFFERENT PROBLEMS IN BECOMING THE PREFERENCE
48. #BrightonSEO SO YES, EVERY BRAND WILL HAVE A DIFFERENT DISCOVERABILITY ENGINE…
49. #BrightonSEO 🤔 DEMAND GENERATION 🤔 DEMAND CAPITALISATION 🤔 MIGRATION OF SEARCHES / ‘PRESENCE’ 🤔 ‘PREFERENCE’ PROBLEM
50. #BrightonSEO AN EXAMPLE
51. #BrightonSEO
52. #BrightonSEO BULLYBILLOWS CAME TO US TO DRIVE DISCOVERY OF THEIR BRAND AMIDST FALLING TRADITIONAL SEARCHES FOR ‘NON-BRAND’ KEYWORDS.
53. #BrightonSEO BullyBillows Keyword Universe, Non-Brand Terms, Existing Rankings 1-101, Google Search Console, SEOMonitor, Semrush THINK: ‘DOG HARNESS, DOG COLLAR, DOG LEADS’
54. #BrightonSEO BULLYBILLOWS ASKED… ARE SEARCHES REDUCING? DEVIATION ASKED… WHERE ARE THEY MIGRATING?
55. #BrightonSEO Deviation - SpiderGraph (Exploding Topics, GLIMPSE, Google Trends, TikTok, Instagram, YouTube, Pinterest) SO WE INVESTIGATED WHERE THE TOPICS WHERE GAINING TRACTION
56. #BrightonSEO DISCOVERY WAS HAPPENING VIA SOCIAL-SEARCH ACTIVITY…
57. #BrightonSEO ALONGSIDE THIS… THEY ALSO FACED A ‘PREFERENCE’ PROBLEM…
58. #BrightonSEO
59. #BrightonSEO FINALLY… BULLYBILLOWS WANTED TO SHOWCASE THAT THEIR BRAND WAS FOR ALL DOG BREEDS…
60. #BrightonSEO WE PROPOSED CREATING A SOCIAL-FIRST, APPROACH TO DISCOVERY - PARTICULARLY AROUND TOFU/MOFU CONTENT.
61. #BrightonSEO | SOCIAL + BRAND + SEARCH |
62. #BrightonSEO SO WE GOT TO WORK…
63. #BrightonSEO OUR SOCIAL CONTENT STARTED TO RANK ON TRADITIONAL SERPS AND WE CREATED TONS OF NEW INTENT-RICH PLP PAGES.
64. #BrightonSEO 139% Organic Revenue achieved in 2025 to date 65% Increase in [Brand] Searches 195% Increases in [Brand] + [Key Term] Searches Best Use Of Social-Media In A ‘Search’ Campaign
65. #BrightonSEO TAKE IT FURTHER
66. #BrightonSEO WE IDENTIFIED A DEVELOPING SOCIAL-MEDIA TREND, THAT WAS ALSO DRIVING TRADITIONAL SEARCHES ‘Air Tag Dog Collars’ - Exploding Topics, GLIMPSE, Google Trends
67. #BrightonSEO THE BRAND WENT AWAY AND DEVELOPED THE PRODUCT
68. #BrightonSEO NEXT STEPS?
69. #BrightonSEO WE WILL SEND THE PRODUCT, ALONGSIDE A SEARCH EVERYWHERE BRIEF, TO OUR CREATOR AMBASSADORS - TARGETING RELATED SEARCHES
70. #BrightonSEO
71. #BrightonSEO PERFECTLY SUITED TO TIKTOK LIVE - FACILITATING FURTHER DISCOVERY
72. #BrightonSEO | SOCIAL + BRAND + SEARCH |
73. #BrightonSEO GETTING STARTED?
74. #BrightonSEO
75. #BrightonSEO WE’VE CREATED A CHECKLIST WITH EXAMPLES FROM OUR WORK WITH THRUDARK
76. #BrightonSEO LET’S STOP SILOS.
77. #BrightonSEO THE FUTURE?
78. #BrightonSEO CONCERN YOURSELF WITH FUTURE PROOFING BRAND DISCOVERY 1.0 2.0 3.0 4.0?
79. #BrightonSEO https://openai.com/news/ AND WE’RE ONLY WITNESSING THE START
80. #BrightonSEO REMINDER: WITHIN THIS ONGOING EVOLUTION OF SEARCH, WE WON’T CELEBRATE VISIBILITY…
81. #BrightonSEO INSTEAD? WE WILL CHAMPION STRATEGIES THAT LEAD TO A BRAND BECOMING THE PREFERRED CHOICE.
82. #BrightonSEO | SOCIAL + BRAND + SEARCH |
83. #BrightonSEO WHAT YOU SHOULD CARE ABOUT?
84. #BrightonSEO ✔BRAND MENTIONS VIA DIGI PR / UGC ✔SOCIAL-SEARCH DRIVING DISCOVERY ✔REDDIT / QUORA / DISCORD / WHATSAPP ✔INTENT-RICH WEBSITE EXPERIENCES
85. #BrightonSEO BRAND = PREFERENCE
86. #BrightonSEO SEARCH = PRESENCE & PREFERENCE
87. #BrightonSEO SOCIAL = CULTURAL RELEVANCE, DISTRIBUTION, AMPLIFICATION
88. #BrightonSEO SEARCH EVERYWHERE®
89. #BrightonSEO “You have always borrowed visibility… Being the preference is truly earned and is often retained” #BrightonSEO Ashley Liddell, Deviation
90. #BrightonSEO
91. #BrightonSEO ASHLEY LIDDELL FOLLOW ME FOR FURTHER INSIGHTS Co-Founder, Deviation