You will be surprised to know that Gen Zers discover new products via surfing on Instagram (30.4%), and only 18.8% of them discover through Google. Today’s customer is shifting to other platforms such as YouTube, Amazon, Pinterest and TikTok rather than just relying on Google.
As a result, marketers are not solely relying on traditional SEO for visibility. That’s where the entrance of SCO takes place. Now you will think, “What is SCO, and what’s the importance attached to it?” and millions of relatable questions. This blog will answer every question related to SCO.
Let’s delve into the realm of SCO to know what it is, how it works, and how website visibility and brand success are associated with it.
What Is SCO (Search Channel Optimization)?
SCO, or Search Channel Optimization, refers to the strategic process of optimizing your brand’s presence across various search-based platforms, not just Google.
SEO is known for optimising your website for search engines, and on the other hand, SCO is a wider concept. It includes several factors, such as optimising your appearance on the platforms where people search, such as platforms like:
YouTube (video searches)
Amazon (product searches)
Pinterest (visual searches)
Instagram (hashtag & keyword searches)
LinkedIn (professional and service-based searches)
App Stores (App Store Optimization or ASO)
SCO enables your brand to be searchable and discoverable on all relevant platforms.
How SEO and SCO Are Different
While SEO and SCO may sound similar, their scope and strategy are very different. Here's how:
1. Platform Focus
SEO is concentrated on optimising websites for search engines like Google, Bing, and Yahoo.
SCO expands to searchable platforms like Amazon, YouTube, TikTok, Instagram, Pinterest, and LinkedIn — wherever users are typing queries.
For brands selling on e-commerce platforms, integrating channel-specific SEO for platforms like Shopify can amplify discoverability across both search engines and marketplaces.
2. Content Type
SEO focuses on website content like blogs, landing pages, meta titles/descriptions, and alt tags.
SCO involves optimizing content native to each platform — like YouTube video titles, Instagram hashtags, Amazon product descriptions, Pinterest pins, or even TikTok captions.
For instance, creators can benefit immensely by learning how to repurpose long-form content across different platforms without starting from scratch.
3. Search Intent
SEO is often informational or transactional (e.g., “how to bake a cake” or “best cake oven”).
SCO caters to platform-specific intent:
On Amazon – it’s purchase intent.
On YouTube – it’s learning or entertainment.
On Instagram – it’s inspiration or discovery.
These micro-intents shape not just how people search, but also what kind of content you should serve. Understanding this is essential, especially when evaluating if SEO still holds strategic value in this changing landscape.
4. Optimization Techniques
SEO involves backlinks, keyword density, technical optimization, mobile speed, and structured data.
SCO includes tagging, category placement, platform algorithms, content formatting, and engagement signals (likes, saves, watch time, etc.).
Why SCO Is Becoming Essential in 2025
Today’s online user journey doesn’t start and end with Google. Consumers now:
Search for reviews on YouTube
Explore product demos on Instagram
Compare prices on Amazon
Look up tutorials on Pinterest
Find services via LinkedIn or Google Maps
If your brand isn’t optimized across these channels, you’re missing key touchpoints in the customer journey.
Here’s what the data says:
55% of product searches now begin on Amazon, not Google.
YouTube is the second-largest search engine in the world.
Instagram and TikTok have become major discovery engines for Gen Z and millennials.
In this multichannel era, SCO ensures your brand stays visible no matter where the search happens. And considering the rising dominance of video formats in search, optimizing for visual engagement isn’t optional anymore—it’s the future.
How to Implement SCO in Your Marketing Strategy
To get started with SCO, follow these key steps:
1. Identify Relevant Search Channels for Your Business
B2B? Focus on LinkedIn & YouTube.
E-commerce? Amazon, Instagram, Pinterest.
Creators or educators? YouTube, TikTok, Instagram.
And don’t forget to leverage each asset in different formats to save time and boost impact.
2. Optimize Native Content on Each Platform
Use relevant hashtags and trending keywords.
Write compelling titles and descriptions.
Follow each platform’s algorithm and content style.
3. Repurpose Content Across Channels
Turn a blog into a YouTube script
Convert stats into Instagram carousels
Create Pinterest infographics from existing articles
This tactic is not just time-saving—it’s how modern brands work smarter, not harder.
4. Measure Platform-Specific Metrics
Each platform comes with its own success signals:
Watch time
Save rates
Clicks
Impressions
Track and adjust based on where engagement is highest.
Conclusion
Think of SEO as the foundation of your digital presence, and SCO as the expansion into today’s search-driven ecosystem.
While SEO helps you dominate Google, SCO helps you dominate everywhere else your audience is searching. Together, they create a 360-degree visibility strategy that grows awareness, trust, and conversions.
If you're still relying on a Google-first approach, it might be time to rethink how search works in a platform-diverse world—and start optimising where your customers actually are.