Conducting a search universe analysis (SUA) across platforms like Google, YouTube, TikTok and Reddit is vital to benchmark competitors, identify trends, and optimize content. Dig deeper: 5 SEO content strategy considerations for 2024 and beyondWhy should you conduct a search universe analysis? Emerging trends analysisAs you explore social search platforms, you will learn that trending topics, current news and reactivity are key to search marketing. You can provide insights into how the platform’s search landscape may evolve and what that could mean for your own activations and strategies. Conducting an SUA enables brands to actively shape narratives in the search universe, seizing opportunities on social search platforms to build connections and brand communities.