TikTok as a Search Engine - Its Growing Importance in Digital Marketing

In the world of digital marketing, TikTok has sparked a revolution. With more than a billion active users worldwide, this platform is no longer just a source of entertainment but has also established itself as a tool for online marketing and SEO. In this article, our SEO experts highlight the role of TikTok in the context of search engine optimization (SEO), examine how TikTok functions as a search engine, and outline strategies to optimally utilize TikTok search to maximize platform reach.

TikTok has become a preferred platform for discovery searches among Generation Z users. The format of short, engaging videos provides a new type of search experience that appeals to this demographic group. Google and YouTube inevitably need to adapt to keep up with this trend.
These insights reflect the changing digital media landscape in the way people consume news and search for information, especially among younger audiences.
This article also addresses the development of a potential partnership between Google and TikTok - whether sooner or later, the world of search engines will completely reorganize.

What is TikTok SEO?

TikTok SEO refers to the optimization of content within the social media platform TikTok to maximize visibility and engagement. Unlike traditional SEO, which focuses on websites and search engines like Google or Bing, TikTok SEO focuses on optimizing video content for TikTok's internal search function and algorithm. This involves the strategic use of hashtags, the creation of trend-appropriate content, and targeting the interests and behavior of the audience.

With the growing popularity of TikTok as a platform for digital marketing, it is essential to understand and apply the principles of TikTok as an organic search engine. An effective TikTok SEO strategy can lead to increased visibility, generate more engagement, and ultimately contribute to greater reach and brand awareness.
The TikTok algorithm evaluates content based on user interactions such as likes, comments, shares, and watch time. Therefore, creating engaging, authentic, and interactive content is crucial for success.

Key Factors for TikTok as a Search Engine

Some of the most important factors to consider in TikTok SEO are:

• Selection of relevant hashtags: Using trending hashtags and specific hashtags that fit the target audience can significantly increase visibility.

• Creation of trend content: Adapting content to current trends and challenges on TikTok can help increase engagement.

• Understanding audience behavior: Analyzing what appeals to the audience and motivates interaction is essential for creating effective content.

• Profile optimization: A compelling and appealing profile helps gain user credibility and trust.

For brands and businesses, being present on TikTok and utilizing search functions is crucial to reaching a younger audience and increasing brand awareness. By optimizing their content for TikTok search, companies can enhance visibility and connect directly with their target audience.

TikTok vs. Google

In the current digital landscape, users, especially the younger audience up to their late 20s, prefer TikTok over Google for searching information or answers.
Here are some examples:

• Recommendations and recipes: Instead of reading lengthy blog posts to find a new recipe, users prefer the TikTok platform for quick, concise video content. TikTok’s algorithm offers personalized and relevant content based on users’ previous video interactions.

• Learning platform: TikTok has established itself as a learning platform offering a variety of small communities on topics such as gardening, DIY projects, or dog training, and more. Users interact directly with content creators to ask questions and receive useful advice. This type of knowledge transfer and direct interaction makes TikTok a preferred platform for acquiring information and learning.

Currently, there is no officially confirmed source for tracking search volume and trends of keywords on TikTok. The origin of data used by third-party providers like keywordtool.io remains uncertain, making direct comparisons of search volume between TikTok and Google difficult. Although TikTok offers its own Keyword Insight Tool, it does not provide traditional search volume data. Instead, it offers indicators like impressions and likes that can give insights into popular topics on the platform.

A comparison of search history data for the month of November can be insightful in understanding the visibility of certain topics both on TikTok and in the universal Google search.

It is expected that TikTok will continue to grow, which means tools must be upgraded to provide adequate data in the future. In addition to the aforementioned example, further industries are identified where Google may lose relevance. Industries such as gaming, travel, as well as beauty and fashion are expected to increasingly focus on TikTok, creating new challenges and opportunities for search engine optimization and marketing in these areas.

Partnership Between the Giants: Google and TikTok

In the fall of 2023, it became known that TikTok is testing a “search” partnership with Google.

This meant that in the TikTok app, Google search results were visible.

The partnership between Google and TikTok represents a remarkable step in the world of digital media. It involves integrating Google search queries into TikTok's search stream, a response to TikTok's growing influence as a search engine among younger users. Google hopes to strengthen its presence among these users, while TikTok could benefit from expanded discovery opportunities. This collaboration also involves the integration of Wikipedia content for certain search queries. However, details of the financial arrangements and regulatory implications of this partnership remain unclear.

This initiative showcases both platforms’ efforts to expand their offerings and adapt to changing user needs to remain relevant.
We can look forward to seeing how developments progress in 2024.

Conclusion - TikTok in the Fast Lane

The interaction between TikTok and Google, as well as the insights into the social media platform's target audiences, offer unique opportunities and challenges for brands and shops!

TikTok for organic search engines requires a different approach than conventional SEO. The keys to success are utilizing TikTok search, understanding the TikTok algorithm, and creating captivating content.

Opportunities for brands: TikTok offers tremendous opportunities for brands and businesses to reach target audiences. Adaptability and creativity are critical for long-term success on the platform.

This overview demonstrates that TikTok is a dynamic and growing platform that is constantly evolving, opening new horizons for both users and brands.
Internetwarriors GmbH already has extensive experience in SEO optimization for channels like YouTube or Instagram. In the long run, TikTok is expected to overtake YouTube search. To remain visible in the organic sector, a TikTok SEO strategy should be firmly embedded in the processes. We can support you in this. Contact us.