Beyond Google The New Rules of SEO

1. The Frustrating Paradox of "Winning" at SEO

It’s a scenario we see too often here in Mansfield: a business owner works their tail off to reach the top of Google. They obsess over keywords, fix their meta tags, and finally hit that "sweet spot" on Page 1. But when they check the books at the end of the month, the phones aren’t ringing any more than they were when they were on Page 4.

This is the "Google Trap." For years, we were told that being on Page 1 was the entire game. If you were on Google, you existed; if you weren't, you didn't. But today, ranking well is only a small piece of a much larger puzzle. If you’re optimizing for visibility without understanding how modern neighbors actually make decisions, you’re not just behind—you’re becoming invisible to the people who want to buy from you.



2. The 27% Reality Check: Escaping the Google Trap

Most local businesses are still playing a game that ended three years ago. They treat Google as if it is the entire internet, but the data tells a different story. Google handles about 13.7 billion searches a day, which sounds massive until you realize that only represents 27% of search activity happening online.

The remaining 73% is scattered across "decision engines" like TikTok, Reddit, Amazon, and AI tools like ChatGPT. While you’re fighting for a blue link on a search results page, your customers are making actual buying decisions on social media and validating those choices in forums. To stay relevant, you need a SEO Strategy and AIO Strategy that reaches people where they are actually spending their time.

3. From "Search Funnels" to "Decision Constellations"

The old way of searching involved typing a keyword, scanning ten blue links, and slowly evaluating options. That linear "funnel" is dead. Today, the consumer journey is a "constellation of micro-decisions" that happen rapidly and simultaneously.

Your customer might see your product on TikTok, jump to Reddit to see if people think you're a "scam," and ask ChatGPT for alternatives all within five minutes. Each platform has its own "decision code" or psychological trigger:

• Google: Deciding what to click.

• Reddit: Deciding what to trust (raw, unfiltered authenticity).

• TikTok: Driving decisions through emotion and novelty.

• YouTube: Establishing expertise through depth and proof.

• Amazon: Verifying social proof through real-world user experiences.

• AI (ChatGPT/Claude): Influencing what people believe through summaries.

• Instagram: Connecting products to an aspirational lifestyle.

At Custer Marketing, we call the strategy to master this "Search Everywhere Optimization." It’s not about just being found; it’s about being chosen.

4. Visibility is Cheap; Validation is Gold 🏆

There is a massive difference between being "visible" and being "validated." Visibility is what you do. It’s like putting up a big billboard on Highway 30 going to Ontario. Anyone with a budget can do it. Validation is what others say about you. It’s like getting a glowing referral at a Mansfield Chamber meeting.

Visibility is having a TikTok account; validation is having a local influencer mention your service. Visibility is ranking on Google; validation is being the brand that AI recommends when a user asks for "the best roofer in Mansfield."

"AI doesn’t scroll through search results the way humans do. It summarizes based on who gets mentioned the most and trusted the fastest."

In today’s market, visibility is just the entry fee. Validation is what actually triggers the purchase.

5. How AI Like ChatGPT Decides if You Exist

When a potential customer asks an AI tool like Gemini or ChatGPT for a recommendation, the AI doesn't care about your flashy website. These models prioritize what we call "trust signals."

AI decides which brands to recommend by looking at the "validation network." If your business isn't being mentioned in Reddit threads, cited in local articles, or reviewed on major platforms, you effectively do not exist to the AI. To stay relevant, you must understand how AI perceives your digital presence and focus on earning trust across the entire internet, rather than trying to "trick" a single Google algorithm.



6. The "Search Everywhere" Playbook: The RICE Framework

The goal isn't to be everywhere at once. Instead, use the RICE framework to prioritize your efforts. Rate each platform from 1 to 10 on these four metrics:

• Reach: How many of your specific customers use this platform?

• Impact: How much will this actually move the needle on sales?

• Confidence: How sure are you that you can produce good content here?

• Ease: How simple is it for your team to manage this?

To get your priority score, use this formula: (Reach x Impact x Confidence) / Ease. For example, if TikTok has high Reach (10) but the Ease of making videos is very low for your team (2), its priority score drops compared to something like a local Facebook group or Reddit.

Pick 2–3 platforms max. It is much better to be the "trusted authority" on one platform than a "ghost town" on five.



7. Conclusion: Playing the New Game

The shift from "getting found" to "getting chosen" is the defining challenge for Mansfield businesses today. Your competitors are likely still stuck in the "Google Trap," fighting over meta-tags while ignoring the 73% of searches happening elsewhere. This is your opportunity to get ahead.

The goal isn't to be omnipresent; it's to be woven into the fabric of how decisions are made in our community. If you want to know how your business actually looks to a modern consumer—and to the AI tools they use—it might be time for a real human audit of your current strategy.

Ask yourself this: If Google disappeared tomorrow, would your customers still see enough "trust signals" online to choose you? If the answer is no, it’s time to stop chasing rankings and start building your validation network.