OSO is a relatively new acronym that adds a layer to SEO as we know it. Although I’ve seen different explanations of the acronym (optimized search optimization, organic search optimization), they all boil down to the same concept: multi-channel search optimization.

SEO vs. OSO: what’s the difference?

Where SEO is traditionally focused on getting your web pages high in the search results, the focus is shifting towards being present on different platforms, not just in the SERPs. Now, we have a good acronym for this new mindset: OSO. Naturally, you can continue working on getting your site traffic up, but you also need to think about the performance of your content in other places. Your website is no longer the only focus point; it’s one of (hopefully many) places where you can be found and contacted. Sure, you want to beat your competition and claim that first search result, but you also need to focus on overall branding online.

It comes down to seeing your website as part of the equation rather than the result. OSO wants you to be more. It wants you to become the best information source on all the channels where your audience can be found. It’s all-encompassing and ties all your marketing efforts together instead of being one part of it.