One word that describes the current state of global SEO

Summary

Voices of Search Podcast – Episode: "One Word That Describes the Current State of Global SEO" Release Date: July 16, 2025

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Introduction

In this insightful episode of the Voices of Search podcast, hosted by Tyson Stockton under the I Hear Everything network, SEO expert Sebastian Egger delves into the evolving landscape of global Search Engine Optimization (SEO). When asked to encapsulate the current state of SEO in a single word, Sebastian identifies it as "fragmented." This characterization underscores the multifaceted changes and challenges that professionals in the field are navigating today.

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Fragmentation in Global SEO

Sebastian Egger (00:52) describes the SEO environment as "fragmented," emphasizing that the once unified approach to optimizing for Google alone is no longer sufficient. The proliferation of different search engines and the increasing integration of large language models are contributing to this fragmentation.

"We're not just optimizing for Google; the large language model share is still very, very low. Nonetheless, it's going to keep growing and it's really fragmenting how people are searching." ([00:55])

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Diverse Search Engines and Regional Variations

One of the primary drivers of this fragmentation is the emergence of various search engines tailored to specific regions and user preferences. Sebastian points out that different countries are adopting distinct search platforms, each with unique algorithms and user interfaces.

"We're really in this stage where it's evolving different search engines based on different countries." ([01:10])

This regional diversification requires SEO professionals to adopt localized strategies, understanding the nuances of each platform to effectively reach their target audiences.

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Impact of Artificial Intelligence on User Behavior

Artificial Intelligence (AI) is reshaping user behavior in significant ways. Sebastian highlights how AI-driven features like overviews and AI modes are changing how users interact with search engines and make decisions, especially in e-commerce.

"User behavior is changing too with AI, how people are shopping online, everything is demanding some sort of nuanced approach basically." ([01:45])

This shift necessitates a more sophisticated understanding of user intent and behavior, prompting SEOs to refine their content strategies accordingly.

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Shift Towards Omnichannel Strategies

The traditional model, where content primarily drives traffic through organic search, is becoming less effective. Sebastian emphasizes the importance of adopting an omnichannel approach, leveraging multiple platforms to maximize content reach and engagement.

"If you have a piece of content, make sure you leverage it. Let's say for social media growth, make sure you share it on social, leverage that content for other channels." ([02:30])

By distributing content across social media, email marketing, and other channels, businesses can mitigate the risks associated with reliance on a single traffic source and enhance their overall digital presence.

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Challenges with Siloed Content

Currently, much of the content remains siloed, focusing narrowly on organic search without integration into broader marketing strategies. Sebastian argues that this siloed approach leads to diminishing returns, especially for top-of-funnel informational content.

"Right now everything is still very much silo. So the fragmentation is a tricky thing." ([02:10])

Breaking down these silos is essential for creating a cohesive and effective marketing strategy that ensures content not only attracts traffic but also drives conversions.

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Emphasis on Conversion Rate Optimization (CRO) and Web Strategy

Moving beyond traffic generation, Sebastian advocates for a comprehensive focus on Conversion Rate Optimization (CRO) and overall web strategy. This holistic approach ensures that once visitors arrive at a site, there are mechanisms in place to convert that traffic into meaningful actions, such as sales or sign-ups.

"Focus on CRO and just web strategy. This is the thing that I'm very, very motivated on and very passionate about because it's making sure that people who work in SEOs can have a full funnel view." ([02:50])

By integrating CRO into SEO practices, professionals can ensure that their efforts contribute not just to increased traffic but to tangible business outcomes.

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Conclusion

Sebastian Egger succinctly captures the essence of the current SEO landscape as fragmented, driven by diverse search engines, evolving AI technologies, and changing user behaviors. This fragmentation, while presenting challenges, also offers opportunities for SEO professionals to innovate and adopt more integrated, omnichannel strategies. By expanding their focus to include CRO and holistic web strategies, SEOs can navigate the complexities of the modern digital environment and achieve sustained success.

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Notable Quote:

"Fragmentation is happening, but it can also be a good thing because it's forcing SEOs to go out of their comfortable niche that we've been in for the last 10 years." – Sebastian Egger ([02:00])

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For more insights and detailed strategies on navigating the fragmented world of SEO, tune into the Voices of Search podcast and explore the wealth of expertise shared by industry leaders like Sebastian Egger.

Transcript

[A]

The Voices of Search Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast, I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice then visit iheareverything.com welcome to the Voices of Search Podcast. A member of the I Hear Everything Podcast network, ready to expedite your company's organic growth efforts. Sit back, relax, and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search Podcast, Tyson Stockton.

[B]

Next one what's the word? What's one word for the current state of global SEO and why?

[C]

Gonna bring in my dictionary here, I would say fragmented and why it's right now we're not just optimizing, I don't want to say like we're not just optimizing For Google, obviously the large language model share is still very, very low. Nonetheless, it's going to keep growing and it's really fragmenting how people are searching. There's the AI overviews, there's AI mode. We're really in this stage where it's evolving different search engines like we've talked about, different search engines based on different countries. User behavior is changing too with AI, how people are shopping online, everything is demanding some sort of nuanced approach basically. So also given that there are going to be diminishing returns from especially top of funnel informational content, it is going to require people to think more omnichannel. And when I mean omnichannel, I think gone are the days or gone should be the days that your content gets like 90% traffic from organic search. If you have a piece of content, make sure you leverage it. Let's say for social media growth, make sure you share it on social, leverage that content for other channels. For email marketing, for example, that's another great one. Right now everything is still very much silo. So the fragmentation is a tricky thing. But it can also be a good thing because it's forcing SEOs to go out of their comfortable niche that we've been in for for the last 10 years. One of the things I'm saying these days, and I'm urging everyone, is to focus on CRO and just web strategy. This is, this is the thing that I'm very, very motivated on and very passionate about because it's making sure that people who work in SEOs can have a full funnel view. You're in charge of driving traffic, but then you better also be in charge of making sure that something happens with that traffic. There's still going to be a need for information on top of funnel, but still. So yeah, so think it's different traffic sources, different search engines, different everything. Yeah, fragmentation is happening.

[B]

Fair enough. Well, that's going to wrap up this episode of the Voice of Search podcast. Thanks again, Sebastian Egger, for joining us. Be sure to check out his information in our show notes. You can connect with him on LinkedIn or go on over and check out his company's [e-mail] if you haven't subscribed yet and you'd like a daily feed of content and SEO content, be sure to hit that like button in your podcast app or on YouTube and we'll be back in the following day. So with that, that's all from the Voice of Search. Thanks for checking it out and we'll.

[C]

See in the next episode. Sam.