
TikTok Search Trends
In a 2022 Google study, it was found that 40% of young people favoured TikTok and Instagram as a primary research platform for discovering products, finding information, and making purchase decisions over Google search. Forbes Advisor found in 2024 that over 50% of Gen Z's will use TikTok to research products, recipes, current affairs and more. This shift in search behaviours presents an opportunity for businesses to update their marketing strategies in order to leverage TikTok as a search engine.
Neil Patel coined the phrase 'Search Everywhere Optimisation', and believes that the future of SEO includes platforms like YouTube, TikTok, Pinterest, and even ChatGPT. In this short blog, we'll look at TikTok as a search platform and how your business can integrate the social media app into your SEO strategy.
Why is TikTok Becoming a Search Engine for Younger Audiences?
Younger audiences find video content more relatable and authentic than traditional text-based search results and can often find sponsored posts to be irritating when looking for information. Research has shown that TikTok users also prefer the simplicity of using the platform as a search engine, highlighting that there are fewer steps compared to Google (scrolling through videos compared to navigating a website by selecting pages and following links). The search results are also seen as less overwhelming. Given that 65% of the population being visual learners, it’s clear why younger generations prefer TikTok over Google search for content like recipes, makeup tutorials, and more.
How to Integrate TikTok into your SEO Strategy
By recognising TikTok as a common search tool, businesses can refine their strategies and leverage the SEO opportunities:
Keyword optimisation is essential; research relevant terms using tools like Semrush and include them in video captions, descriptions, and on-screen text, while using trending sounds and hashtags to boost visibility on users For You Pages.
Beyond keywords, creating engaging and interesting content is crucial. Think tutorials and demonstrations that directly answer questions or solve problems for your target audience.
Collaborating with TikTokers who resonate with your brand's values can significantly boost your reach and improve your brand's search visibility.
Finally, don't overlook TikTok's advertising platform; targeted campaigns can effectively reach specific audiences based on their search behaviour, ensuring your message lands with those most likely to engage.
For more tips on SEO, check out our deep dive on Search Engine Optimisation here.