Social and UGC: The Trust Engines Powering Search Everywhere
Search is happening everywhere, from Reddit to AI, and trust, not tactics, now drives visibility across every search surface.
AI search isn't killing SEO, but rather forcing it to evolve into a new discipline called search everywhere optimization, where social and user-generated content (UGC) are the new trust engines driving discoverability.
social and UGC now shape which brands audiences trust and engage with
At the brightonSEO San Diego conference, several speakers, including Wil Reynolds, Josh Blyskal, Samanyou Garg, Ross Hudgens, and Ashley Liddell, shared similar insights about the future of search, highlighting the importance of social and UGC in shaping brand trust and engagement.
Author's summary: Search is evolving to prioritize trust and social content.
- Search is happening everywhere, including Reddit and AI
- Trust drives visibility across every search surface
- Social and UGC are the new trust engines driving discoverability