The evolution of SEO to OSO: a new reality
For years, SEO was all about optimizing content for search engines like Google. However, the landscape has changed dramatically: users now search for information on audiovisual platforms, social networks, and tools based on artificial intelligence.
Why have we moved from SEO to OSO?
Diversification of search: TikTok, YouTube and generative chats have gained relevance as search engines.
Greater personalization: Users prefer visual, direct content tailored to their specific needs.
New opportunities: generative chats offer an unexplored space to position content and capture leads.
At Cyberclick, we are already seeing this change: almost 50% of our leads come from social networks such as LinkedIn and YouTube, and in December 2024 we got 460 visits from ChatGPT, generating several leads, including 4 highly qualified ones.
Cyberclick report
Cyberclick report
The change in user behavior and the importance of understanding the buyer persona
Users’ behavior when searching for information has changed dramatically, and this shift is forcing companies to rethink how they connect with their buyer personas . For years, Google was the main and almost only relevant search engine. However, today, platforms such as TikTok, Instagram, YouTube, and generative chats have transformed the way users access information, especially among the new generations.
For brands, this means that it is no longer enough to create an optimized blog . It is essential to understand where your buyer persona searches for information , what type of content they consume, and on which platforms they spend most of their time. Without this analysis, any digital strategy runs the risk of falling short and failing to connect with the target audience.
A clear example would be a B2B company specializing in construction equipment. If this company assumes that its buyer persona will only look for technical information on blogs, it will be ignoring a key reality: its audience may be exploring DIY content on YouTube. If the company sticks to a blog only, it will not only limit its reach, but it will also fail to connect with its audience effectively. In this case, it would need a YouTube channel with relevant videos, such as how-to tutorials, case studies, and real-time demonstrations.
Social media: 40% of young users prefer iceland email data to search on platforms like TikTok and Instagram instead of Google. These networks are ideal for discovering trends, inspiration and visual content.
Audiovisual platforms: YouTube remains the leader for tutorials, reviews and technical content. Its audiovisual format makes it a reference for audiences who prefer to learn by watching.
Generative chats: Tools like ChatGPT, Gemini, Bing Chat or Perplexity are changing the rules as users look for fast, personalized responses in real time.
Understanding buyer persona behavior means going beyond traditional assumptions. Brands must analyze how and where their audience consumes information and adapt their strategy to those patterns. Creating content that aligns with the platforms and formats preferred by the buyer persona is not only a competitive advantage, but a necessity to stay relevant and maximize the capture of qualitative leads.