10-09-2025, 10:46 AM
Inbound marketing is in crisis. But don't panic; this doesn't have to be a bad thing. Until now, this strategy has been based primarily on generating valuable content to attract and retain users, with SEO being one of its main allies.
This was true when search engines were practically the only channel through which users searched for information online, but this is changing. Now, there are other platforms through which we can find answers to our questions: Artificial Intelligence with tools like ChatGPT, new search platforms like Perplexity, or social media , which are increasingly used as search engines.
To ensure our inbound marketing strategy remains effective, it's clear that we need to adapt it to changing times. How? Well, that's what we're here to talk about in this article. The key is knowing how to use these three new channels we've talked about. In this article, we'll show you how you can leverage them and once again make your inbound strategy an effective ally for attracting and retaining customers.
Do you want to understand and improve your current SEO? Click here to download our free ebook , where we explain how SEO is now multichannel and how you can use AI to your advantage.
The evolution of SEO in Inbound Marketing: channel diversification and the incorporation of paid campaigns
Do SEO on social media, the new search engines
The use of social media as a search engine is becoming increasingly apparent, especially among Generation Z users, as 46% of these users use Instagram or TikTok as their primary sources of online information.
As with traditional SEO, the key to developing a social whatsapp number database positioning strategy is to use the right keywords . These should be present both in your account bio and in the description of each post you publish, in the form of hashtags.
To find the right keywords, there's nothing better than the search bar on both TikTok and Instagram. By typing a suggestion in this section, the tool will suggest the most searched related words you should use. Just like search engine SEO, some keywords have a higher search volume than others.
Finally, it's important to also get engagement so your posts rank higher. And don't forget that short videos, known as Reels, are also one of the best-performing formats on Instagram. If you want to learn more about social media positioning techniques, you can read more in our article on 10 SEO techniques on Instagram and SEO on TikTok .
![[Image: 88.jpg]](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhoy9c2FbAJMVfNosaAX-0O6daCEwcXQrmxNDsbLHkWqEClSRuPKJnvGYQfnvmjsd7Ud17hAMN4yALPFYafZd1ocjerJIUa5MRl2rQJZHQ3XcZ7E3Y_IXvx9Rb2nhL22CWMEgxarD_xL81WdrqDFceyAkxVP_OQy5JkLw_kaJnVh6BLe-ubMuTk6OP7u0U/s320/88.jpg)
Despite all this, we mustn't lose sight of the fact that traditional SEO remains one of the main sources of website traffic, with between 50% and 60% of total visits coming from organic searches. Conclusion: continue working on your search engine SEO, but don't forget to combine it with social media SEO.
And what about YouTube?
Like TikTok and Instagram, users also turn to YouTube for searches, especially younger users. Although its popularity as a search engine isn't as high as those two social networks, many are starting to use this platform as a source of information.
To put it more clearly, while 58% of users between the ages of 25 and 39 use Google as their first option for searching for information, the percentage of users between the ages of 18 and 24 who do so is 46%.
A YouTube SEO strategy should also include an appropriate selection of keywords, and in this case, you can rely on tools like Ahrefs or YouTube Keyword Tool .
As you can see, video is becoming one of the star formats for SEO positioning. On YouTube, in particular, educational videos and those that answer frequently asked user questions are popular. If you want to learn more about SEO on YouTube and improve your strategy, we recommend reading our article on the topic.
AI as a search engine
Many AI tools offer users the online sources they use to generate their responses, such as Perplexity and ChatGPT Search , among others. This means that websites can also receive traffic through these chatbots.
To increase your chances of being listed as a source used by this technology, there are a few things you can do. These won't guarantee you'll be selected, but they do make it more likely:
Continue implementing traditional search engine SEO, as many of these AI tools use them to gather information. In that sense, the higher your ranking, the more likely AIs are to use you as a source.
Stay up to date on collaboration agreements launched by AI. Many of these tools establish agreements with media outlets or specific websites to share their content and, in return, receive traffic.
This was true when search engines were practically the only channel through which users searched for information online, but this is changing. Now, there are other platforms through which we can find answers to our questions: Artificial Intelligence with tools like ChatGPT, new search platforms like Perplexity, or social media , which are increasingly used as search engines.
To ensure our inbound marketing strategy remains effective, it's clear that we need to adapt it to changing times. How? Well, that's what we're here to talk about in this article. The key is knowing how to use these three new channels we've talked about. In this article, we'll show you how you can leverage them and once again make your inbound strategy an effective ally for attracting and retaining customers.
Do you want to understand and improve your current SEO? Click here to download our free ebook , where we explain how SEO is now multichannel and how you can use AI to your advantage.
The evolution of SEO in Inbound Marketing: channel diversification and the incorporation of paid campaigns
Do SEO on social media, the new search engines
The use of social media as a search engine is becoming increasingly apparent, especially among Generation Z users, as 46% of these users use Instagram or TikTok as their primary sources of online information.
As with traditional SEO, the key to developing a social whatsapp number database positioning strategy is to use the right keywords . These should be present both in your account bio and in the description of each post you publish, in the form of hashtags.
To find the right keywords, there's nothing better than the search bar on both TikTok and Instagram. By typing a suggestion in this section, the tool will suggest the most searched related words you should use. Just like search engine SEO, some keywords have a higher search volume than others.
Finally, it's important to also get engagement so your posts rank higher. And don't forget that short videos, known as Reels, are also one of the best-performing formats on Instagram. If you want to learn more about social media positioning techniques, you can read more in our article on 10 SEO techniques on Instagram and SEO on TikTok .
Despite all this, we mustn't lose sight of the fact that traditional SEO remains one of the main sources of website traffic, with between 50% and 60% of total visits coming from organic searches. Conclusion: continue working on your search engine SEO, but don't forget to combine it with social media SEO.
And what about YouTube?
Like TikTok and Instagram, users also turn to YouTube for searches, especially younger users. Although its popularity as a search engine isn't as high as those two social networks, many are starting to use this platform as a source of information.
To put it more clearly, while 58% of users between the ages of 25 and 39 use Google as their first option for searching for information, the percentage of users between the ages of 18 and 24 who do so is 46%.
A YouTube SEO strategy should also include an appropriate selection of keywords, and in this case, you can rely on tools like Ahrefs or YouTube Keyword Tool .
As you can see, video is becoming one of the star formats for SEO positioning. On YouTube, in particular, educational videos and those that answer frequently asked user questions are popular. If you want to learn more about SEO on YouTube and improve your strategy, we recommend reading our article on the topic.
AI as a search engine
Many AI tools offer users the online sources they use to generate their responses, such as Perplexity and ChatGPT Search , among others. This means that websites can also receive traffic through these chatbots.
To increase your chances of being listed as a source used by this technology, there are a few things you can do. These won't guarantee you'll be selected, but they do make it more likely:
Continue implementing traditional search engine SEO, as many of these AI tools use them to gather information. In that sense, the higher your ranking, the more likely AIs are to use you as a source.
Stay up to date on collaboration agreements launched by AI. Many of these tools establish agreements with media outlets or specific websites to share their content and, in return, receive traffic.