{"id":662902,"date":"2025-04-15T22:05:15","date_gmt":"2025-04-15T19:05:15","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/how-and-why-to-be-the-primary-source-for-organic-search\/"},"modified":"2025-04-15T22:05:15","modified_gmt":"2025-04-15T19:05:15","slug":"how-and-why-to-be-the-primary-source-for-organic-search","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/how-and-why-to-be-the-primary-source-for-organic-search\/","title":{"rendered":"How and why to \u2018be the primary source\u2019 for organic search"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a29bef74b1f5\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a29bef74b1f5\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/how-and-why-to-be-the-primary-source-for-organic-search\/#Becoming_the_go-to_source_across_Google_AI_tools_and_social_platforms_is_key_to_standing_out_in_an_AI-driven_organic_search_landscape\" >Becoming the go-to source across Google, AI tools and social platforms is key to standing out in an AI-driven organic search landscape.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/how-and-why-to-be-the-primary-source-for-organic-search\/#Broaden_your_channel_focus\" >Broaden your channel focus<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/how-and-why-to-be-the-primary-source-for-organic-search\/#Know_where_your_users_are_going_for_info_%E2%80%93_and_what_kind_of_info_theyre_looking_for\" >Know where your users are going for info \u2013 and what kind of info they\u2019re looking for<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/how-and-why-to-be-the-primary-source-for-organic-search\/#Stay_in_touch_with_the_algorithms\" >Stay in touch with the algorithms<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/how-and-why-to-be-the-primary-source-for-organic-search\/#Provide_even_more_value\" >Provide (even more) value<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/how-and-why-to-be-the-primary-source-for-organic-search\/#Define_your_lane\" >Define your lane<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/how-and-why-to-be-the-primary-source-for-organic-search\/#Stay_nimble\" >Stay nimble<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Becoming_the_go-to_source_across_Google_AI_tools_and_social_platforms_is_key_to_standing_out_in_an_AI-driven_organic_search_landscape\"><\/span>Becoming the go-to source across Google, AI tools and social platforms is key to standing out in an AI-driven organic search landscape.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\n<p>\u201cJust Google it\u201d \u2013 ah, so 2021.\u00a0<\/p>\n<p>These days, organic search and discovery \u2013 although still largely conducted on Google \u2013 have fanned out to many sources, with user behavior more multi-layered and dynamic than ever.<\/p>\n<p>SEO professionals these days need to follow course.<\/p>\n<p>Consider a user who:\u00a0<\/p>\n<ul class=\"wp-block-list\">\n<li>Starts by watching a TikTok video of a runner boasting about hitting a new PR with the help of a coach.<\/li>\n<li>Then does a top-of-funnel search on Perplexity (\u201cwhat does a running coach help with\u201d).<\/li>\n<li>Then hits Google for a search of online running coaches.<\/li>\n<li>Then browses a list of sources from AI Overviews.<\/li>\n<li>Then hits up a running community on <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">Reddit<\/a> to ask about peoples\u2019 experiences with one coaching organization or another.<\/li>\n<\/ul>\n<p>Doesn\u2019t sound like it\u2019s all about keywords anymore, does it?<\/p>\n<p>Instead, we\u2019ve been helping clients establish themselves as <strong>the<\/strong> primary source on a topic.\u00a0<\/p>\n<p>That means showing up wherever users are looking for relevant information \u2013 while also building brand awareness as the subject matter expert.<\/p>\n<p>The picture is changing quickly, so rather than chasing channels and keywords, we\u2019re focusing on understanding and adapting to user behavior (with some healthy analysis of emerging platform trends thrown in).\u00a0<\/p>\n<p>Here\u2019s my take on what SEOs need to do to thrive in the age of diversified organic search.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-broaden-your-channel-focus\"><span class=\"ez-toc-section\" id=\"Broaden_your_channel_focus\"><\/span>Broaden your channel focus<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Expand your focus beyond traditional SEO.<\/p>\n<p>Understand how community-driven platforms (like Reddit and TikTok) and other emerging AI tools are impacting consumer search behavior.\u00a0<\/p>\n<p>This means tracking search trends across various channels, not just focusing on Google.<\/p>\n<p>These channels will vary by vertical. (If you\u2019re not completely up to speed on what\u2019s feeding your site traffic, make sure you\u2019re setting up and referencing referral reports in Google Analytics.)<\/p>\n<p>The stakes are high here.<\/p>\n<p>Failing to adapt to these new search behaviors could lead to missed opportunities and a disconnect with target audiences, especially younger consumers.<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><strong><em>Beyond Google \u2013 How to put a total search strategy together<\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-know-where-your-users-are-going-for-info-and-what-kind-of-info-they-re-looking-for\"><span class=\"ez-toc-section\" id=\"Know_where_your_users_are_going_for_info_%E2%80%93_and_what_kind_of_info_theyre_looking_for\"><\/span>Know where your users are going for info \u2013 and what kind of info they\u2019re looking for<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Where are your users going, and what are they trying to find?\u00a0<\/p>\n<p>That\u2019s a much more complicated question than it was a few years ago.\u00a0<\/p>\n<p>What your users are looking to learn on Reddit is very different from TikTok (whose algorithm is much more top-of-funnel\/discovery-focused).\u00a0<\/p>\n<p>And even LLMs and Google are used for fairly discrete behaviors.<\/p>\n<p>The broad \u201chow to do x\u201d and \u201cwhat is\u201d questions might not be as effective on Google.\u00a0<\/p>\n<p>Still, that\u2019s probably what gets cited the most in AI search or large language models (LLMs).\u00a0<\/p>\n<p>Consider creating a matrix of funnel intent by channel and crafting content accordingly.\u00a0<\/p>\n<p>Track how your strategy works and adjust as you go.<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-stay-in-touch-with-the-algorithms\"><span class=\"ez-toc-section\" id=\"Stay_in_touch_with_the_algorithms\"><\/span>Stay in touch with the algorithms<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Staying on top of shifting user behavior is the biggest priority right now in organic search.<\/p>\n<p>However, that doesn\u2019t mean you can afford to ignore how newer platforms are ingesting content.<\/p>\n<p>The question I get most (by orders of magnitude) these days is about AI search and LLMs (which operate by predicting the next few words or phrases that connect to a topic).\u00a0<\/p>\n<p>One way to boost your chances of citation is to position your brand name as close to your industry or solution as frequently as possible \u2013 whether that\u2019s in earned, owned, or even strategic paid content.<\/p>\n<p>For instance, if you have a great piece of content that\u2019s getting organic traction, consider syndicating it.<\/p>\n<p>It\u2019s also a good idea to reverse-engineer this by:<\/p>\n<ul class=\"wp-block-list\">\n<li>Analyzing which sources\/citations are being used in AI search responses.<\/li>\n<li>Angling to get your brand covered there.<\/li>\n<li>And\/or creating similar kinds of content.<\/li>\n<\/ul>\n<p>Last, scour those trades (including this one) to find AI search guidance from experts and tidbits provided by the AI search models themselves on influential ranking factors \u2013 like <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.seroundtable.com\/schema-llms-copilot-bing-microsoft-39093.html\" target=\"_blank\" rel=\"noopener\">this one from Microsoft on Copilot<\/a>.\u00a0\u00a0<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><strong><em>Your 2025 playbook for AI-powered cross-channel brand visibility<\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-provide-even-more-value\"><span class=\"ez-toc-section\" id=\"Provide_even_more_value\"><\/span>Provide (even more) value<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>What could your company produce for thought leadership that might get picked up by the top outlet in your vertical?\u00a0<\/p>\n<p>Proprietary research, a well-informed perspective from a company leader, or data that introduces a fresh narrative \u2013 any one of these can outperform hundreds of formulaic content pieces that flood your vertical.<\/p>\n<p>Publishing content that supplements E-E-A-T principles with effort, originality, and value (my favorite content de<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">script<\/a>ors these days) does more than catch media attention.<\/p>\n<p>(This is more important now than it was pre-LLMs.)<\/p>\n<p>This type of content has the potential to transcend platforms by associating your brand with leadership within your vertical.<\/p>\n<p>You may begin to see it cited in communities, forums, and social channels as users (not just algorithms) reference it organically.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-define-your-lane\"><span class=\"ez-toc-section\" id=\"Define_your_lane\"><\/span>Define your lane<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The topic clustering strategy is still extremely relevant in this search era, and with that comes the frequent question of just how far you should expand that cluster.\u00a0<\/p>\n<p>My take: owning your sphere and updating it as needed is better than expanding to less relevant subjects.\u00a0<\/p>\n<p>Here\u2019s an example of what that might look like:<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"704\" height=\"423\" alt=\"Owning your sphere\" class=\"wp-image-454273\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Owning-your-content-sphere.png.webp 704w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Owning-your-content-sphere-563x338.png.webp 563w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Owning-your-content-sphere-188x113.png.webp 188w\" data-lazy-sizes=\"(max-width: 704px) 100vw, 704px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Owning-your-content-sphere.png.webp\"><img fetchpriority=\"high\" decoding=\"async\" width=\"704\" height=\"423\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Owning-your-content-sphere.png.webp\" alt=\"Owning your sphere\" class=\"wp-image-454273\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Owning-your-content-sphere.png.webp 704w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Owning-your-content-sphere-563x338.png.webp 563w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Owning-your-content-sphere-188x113.png.webp 188w\" sizes=\"(max-width: 704px) 100vw, 704px\"><\/figure>\n<\/div>\n<h2 class=\"wp-block-heading\" id=\"h-stay-nimble\"><span class=\"ez-toc-section\" id=\"Stay_nimble\"><\/span>Stay nimble<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>We\u2019ve never seen the organic scene change this rapidly.\u00a0<\/p>\n<ul class=\"wp-block-list\">\n<li>Do your best to keep your finger on the pulse of newer algorithms, emerging platforms and communities, and shifting user behaviors.<\/li>\n<li>Update and track your KPIs accordingly.<\/li>\n<li>Make sure you\u2019re including an action-oriented \u201cso what\u201d step that follows this regular analysis.<\/li>\n<\/ul>\n<p>Whether you\u2019re in-house or at an agency, remember that educating your colleagues about what\u2019s changing is more than just providing value in your role.<\/p>\n<p>It\u2019s being proactive about aligning on strategic shifts you\u2019ll need to make down the road.\u00a0<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><strong><em>6 easy ways to adapt your SEO strategy for stronger AI visibility<\/em><\/strong><\/p>\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n<p>About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Adam Tanguay\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/adam-tanguay\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/adam-tanguay\" alt=\"Adam Tanguay\" width=\"140\" height=\"140\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n\t\t\t\t\t\t\t<strong>Adam Tanguay<\/strong>\n\t\t\t\t\t\t<\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto twitter\">\n\t\t\t\t\t\t\t\t\t<a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/follow?original_referer=https%3A%2F%2Fsearchengineland.com%2F&amp;region=follow_link&amp;screen_name=adamta&amp;tw_p=followbutton&amp;variant=2.0\" rel=\"me\" target=\"_blank\" aria-label=\"opens in a new tab\"><i class=\"fab fa-x-twitter\"><\/i><\/a>\n\t\t\t\t\t\t\t<\/div>\n<div class=\"col-auto\">\n\t\t\t\t\t\t\t\t\t<a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/adamtanguay\/\" target=\"_blank\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n\t\t\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<p>\t\t\t\t\t\tAdam Tanguay is Head of SEO and Content at <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.jordandigitalmarketing.com\/\">Jordan Digital Marketing<\/a>, which he joined in Feb. 2019. Formerly Head of Marketing at Webflow and Head of Organic Growth at Weebly, Adam has developed successful growth programs with a mix of content strategy, copywriting, technical know-how, and analytics acumen across a range of organic channels.\t\t\t\t\t<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/category\/technology\/\" target=\"_blank\" >Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/primary-source-organic-search-454270\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Becoming the go-to source across Google, AI tools and social platforms is key to standing out in an AI-driven organic search landscape. \u201cJust Google it\u201d \u2013 ah, so 2021.\u00a0 These days, organic search and discovery \u2013 although still largely conducted on Google \u2013 have fanned out to many sources, with user behavior more multi-layered and&#8230;<\/p>\n","protected":false},"author":1,"featured_media":662903,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/How-\u2013-and-why-\u2013-to-\u2018be-the-primary-source-for-organic-search.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[152278,78070],"class_list":["post-662902","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-generative-engine-optimization-geo","tag-seo"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/662902","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=662902"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/662902\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/662903"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=662902"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=662902"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=662902"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}