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!

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 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

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