Greg Shuey opens this episode of 7 Figures and Beyond by challenging eCommerce marketers to stop relying solely on Google rankings as their growth driver and instead focus on building multi-platform relevance. While traditional search is still a massive traffic source, he explains that shifts in user behavior, like the rise of YouTube, Reddit, TikTok, Instagram, and AI tools such as ChatGPT, mean that customers often bypass Google entirely in their product research and decision-making. The result is a more fragmented, harder-to-track discovery journey, where direct visits and brand searches often originate from off-Google sources.
He then breaks down two critical concepts for thriving in this new environment: semantic relevance, which ensures content aligns with the meaning and intent behind a query (not just exact keywords), and narrative relevance, which ensures that every brand touchpoint contributes to a cohesive, consistent story. Greg illustrates how both approaches work in practice, from rethinking keyword strategies to ensuring messaging stays aligned with brand values across platforms. He emphasizes that relevance isn’t just about being found, it’s about being trusted and recognized as part of the conversation wherever customers are looking.
Finally, Greg offers three practical steps to get started: answer real customer questions across multiple formats and platforms, maintain a consistent point of view everywhere your brand appears, and create strategic brand comparison and use-case content to own competitive positioning. He advises tracking mentions across emerging channels, engaging authentically in communities like Reddit, and partnering with rising creators on social platforms. By investing even a few hours each week into building multi-platform relevance, brands can position themselves ahead of competitors who are slow to adapt, unlocking compounding benefits in visibility, authority, and sales over time.
Episode Links
Greg Shuey LinkedIn: https://www.linkedin.com/in/greg-shuey/
Datos State of Search Q2: https://datos.live/report/state-of-search-q2-2025/
https://www.stryde.com/why-you-should-build-multi-platform-relevance/
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