Agence Global Search
Global Search
Search no longer follows a linear path. Today, it diversifies between traditional search engines, social networks, marketplaces and conversational AI. Thinking “Global Search” means capturing and understanding new search behaviours to build a strategy aligned with each point of contact.
Global Search
Today, search takes place across a multitude of channels and formats: traditional search engines, social networks, marketplaces, forums, conversational AI, etc. Each query, each interaction, each path is unique.
Our agency specialising in Global Search orchestrates your visibility with a data-driven, omnichannel and made-to-measure approach, to understand user journeys and respond appropriately at every stage.
What is an agency specialising in Global Search?
Global Search is an approach to online visibility that goes beyond traditional search engines, with a view to Search Everywhere Optimization.
The aim is to optimise a brand's presence across the entire web:
- Search engines (Google, Bing)
- Social networks (TikTok, Instagram, Facebook, LinkedIn)
- Marketplaces (Amazon, eBay, Etsy)
- Forums and communities (Reddit, Quora)
- AI assistants (AI Overviews, Perplexity, Copilot, etc.), with a view to Generative Experience Optimisation (GEO)
- App Stores / Google Play Store (in certain cases)
- ...
Objective: to be found wherever your customers are looking, with a message tailored to each platform.
Our agency specialising in global search can help you define and deploy this omni-platform strategy.
Why is Global Search essential today?
Search behaviour is undergoing a profound transformation.
What used to be a relatively linear user journey - a Google search, a few clicks, a conversion - is now a thing of the past.
Each need is now expressed through a fragmented pathway, where users navigate between search engines, social platforms, marketplaces and AI assistants, depending on their uses and intentions.
A product may be discovered on TikTok via a video from a content creator, verified on Google through comparisons, evaluated in terms of price and availability on Amazon, then validated after consulting reviews on Facebook or Reddit.
This is known as the “Messy Journey”:
- A search path split between multiple platforms,
- Multi-format information gathering: video, text, image, audio,
- A decision influenced by a diversity of content and contact points.
In this changing environment, the Global Search approach is becoming essential.
Being visible on a search engine is no longer enough: you need to cover all the channels where the user's intention is formed.
In an increasingly fragmented digital landscape, adopting a Global Search strategy is becoming essential for any brand wishing to secure its visibility and strengthen its impact. Vanksen's approach offers several key advantages:
Extended visibility
Optimising your presence on all search channels means that you can send the right message, at the right time, to the right target, on the right medium. Each platform becomes a potential point of contact in the user journey.
Increased conversions
Every search environment - whether it's a traditional search engine, a marketplace, a social network or conversational AI - is transformed into a conversion lever, boosting the overall effectiveness of acquisition.
Adapting to digital uses
Search reflexes are changing: Gen Z and the new generations naturally browse TikTok, Amazon, Google or Perplexity for information and purchases. Global Search enables us to align ourselves with these new seamless paths.
Multi-channel approach
By diversifying its points of presence, the brand reduces its dependence on a single player (e.g. Google) and builds a more resilient strategy, capable of absorbing algorithm changes, usage trends and technological mutations.
→ You're there, at the right time, in the right place, with the right message.
39% of US adults under 30 say they regularly get information from TikTok, compared to 19% of 30-49 year olds.
A Global Search agency to support your strategy
We can help you define and deploy a Global Search strategy, tailored to each stage of the user journey.
Our strengths :
- In-house omnichannel expertise: SEO, Paid Media, Social Listening, Social Media, Development, Strategic consultancy... Our in-house expertise means we can master all the levers, from strategic thinking to operational activation.
- Data-driven management: all our decisions are guided by behavioural analysis, to adjust and optimise each point of contact.
- A mastery of formats: video, post, article, product sheet, etc. Each piece of content is specifically designed to maximise its performance on its target platform.
- An international vision rooted in the local context: our strategies incorporate local search trends, cultural behaviours and data specific to each target market.
Contact our Global Search experts
Our Global Search methodology
Our approach is clear, agile and results-oriented.
- Analysis of needs and definition of objectives
Identification of business and marketing issues, visibility objectives and key success indicators.
- Audit of the market and search behaviour
Study of user paths, search trends and the specific dynamics of each channel (search engines, social networks, marketplaces, conversational AI, etc.).
- Definition of the Global Search strategy
Construction of a unified strategy, broken down by platform and adapted to the specific features of each environment.
Prioritisation of the channels to be activated first and the strategic actions to be deployed to maximise impact from the very first phases of the process.
- Operational activation
Coordinated deployment of actions across all identified channels: SEO, Paid Media, Social Media, Marketplaces, IA Search, etc.
- Monitoring, measurement and ongoing optimisation
Real-time performance monitoring, behavioural analysis and regular adjustments to maximise the impact across the entire user journey.
What is the difference between an SEO agency and a global search agency?
An SEO agency focuses mainly on natural search engine optimisation (Google, Bing...): It has SEO expertise and sometimes also SEO editing skills.
In contrast, a global search agency like Vanksen takes a broader approach: it brings together several complementary areas of expertise (SEO, SEA, retail search, social networks, content, data, tech...) that work together to maximise the brand's visibility on all search channels (Google, YouTube, Amazon, TikTok, etc.).
| Criteria | SEO Strategy | Global Search Strategy (GEO) |
|---|---|---|
| Definition | Optimisation of visibility on traditional search engines (Google, Bing). | Holistic approach integrating all search channels where users obtain information (Google, YouTube, TikTok, Amazon, social networks, etc.). |
| Main objective | Gain positions on the SERPs to generate organic traffic. | Optimise brand visibility on all the search platforms used in the user journey. |
| Channel Focus | Search engines only (primarily Google). | All the channels used for search: Google, YouTube, TikTok, Reddit, Pinterest, Amazon, internal site engines, etc. |
| Type of optimised content | Web pages, blog posts, landing pages, product pages. | Videos, Amazon product sheets, social content, forum posts, internal search results pages (site search), etc. |
| Main KPIs | Google rankings, organic traffic, click-through rates, backlinks, loading times. | Cross-platform presence, visibility by channel, intent coverage, impact on the entire search journey. |
| Tools used | Google Search Console, Ahrefs, Semrush, Screaming Frog, usw. | SEO-Tools + Social Listening-Tools, plattformübergreifende Analysen, Dashboards zur Überwachung der Omni-Channel-Leistung (z. B. Looker Studio). |
| Target keywords | Keywords typed into search engines. | Keywords and intentions from Google, social networks, voice search and questions asked on community platforms. |
| User journey approach | Linear: intention → click → web page. | Multi-touch, non-linear: intention → relevant channel → appropriate format (video, carousel, forum, snippet, etc.). |
| Examples of action | Technical optimisation, SEO content creation, netlinking. | Creation of optimised YouTube/TikTok videos, conversational content for Reddit, enhanced Amazon product pages, etc. |
What tools does our agency use as part of a Global Search strategy?
Our approach is based on a combination of tools and expertise to ensure an effective Global Search strategy.
- SEO and semantic analysis: using tools for competitor analysis, keyword research, content optimisation and performance monitoring (SemRush, Ahref, Google Keyword Planner, AnswerThePublic, etc.).
- (SemRush, Ahref, Google Keyword Planner, AnswerThePublic, etc.)
- Social Listening: monitoring online conversations to understand user trends and expectations (QuickSearch, TalkWalker, etc.)
- Social Media: using tools to extract data from social networks
- Data & Analytics : collecting and analysing data to steer strategy and optimise the digital ecosystem on an ongoing basis (GA4, Matomo, etc.)
- Optimisation for AI: implementing specific practices to improve visibility on AI-based search engines (Perplexity, ChatGPT, etc.).
These tools, combined with our expertise, enable us to deploy tailor-made Global Search strategies, adapted to the specific needs of each customer.
Should you produce different content for each platform?
Yes, it is essential to adapt content to each platform to maximise its effectiveness. Each channel has its own codes, formats and user expectations. For example, a blog post optimised for SEO won't be directly transposable to Instagram or TikTok, where visual and interactive formats are favoured. At Vanksen, we design bespoke content strategies, taking into account the specificities of each platform, to ensure consistent and engaging communication across all touchpoints.
Is a Global Search marketing strategy right for my business sector?
A Global Search presence strategy is relevant to all sectors, whether B2C or B2B. User search behaviours are constantly evolving and vary from platform to platform. Our teams will work with you to define and implement the most appropriate strategy.
Ready to boost your Global Search visibility?
Capture your targets where they are really looking.