The Simple and Smart SEO Show Search Everywhere®: Reimagining SEO Across All Platforms with Ashley Liddell (Part 1)
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
Text me your questions or comments!
Hey, Shopify store owners! (Especially if you're selling on Etsy, too!)
Here's a quick question: Are people actually finding your products on Google?
If SEO feels confusing, overwhelming, or like something you'll "get to later", this is for you.
I'm hosting a free, seven day Shopify SEO challenge that breaks it down into simple, doable steps.
No tech headaches, no fluff. Join us at
Hey, Shopify store owners! (Especially if you're selling on Etsy, too!)
Here's a quick question: Are people actually finding your products on Google?
If SEO feels confusing, overwhelming, or like something you'll "get to later", this is for you.
I'm hosting a free, seven day Shopify SEO challenge that breaks it down into simple, doable steps.
No tech headaches, no fluff. Join us at
Book a Shopify Store Strategy Call With Crystal!
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Metricool (to be everywhere online, you NEED a social media scheduler!)
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