Is TikTok the New Google? Your Ultimate Guide to TikTok Search

So, is TikTok a search engine?

The short answer is yes, but not in a traditional sense. Whilst Google still dominates the search landscape, consumers are increasingly turning to TikTok thanks to its unique results.

Whilst traditional search engines respond to searches with links and text, TikTok serves up personalised videos. It does this by categorising content using hashtags, captions, and popular trends while also analysing user interests and behaviours.

The more you interact with it, the better it gets at predicting what you want to watch, which is why it's less of a traditional search engine and more of a personalised discovery tool.

How has the digital landscape changed with TikTok's growth?

We consume and create content like never before. Globally, internet users spend a quarter of each day online, and as we can probably all admit, a lot of this is spent aimlessly scrolling through social media content.

Here's how the rise of TikTok has revolutionised our time online.

Rise of short-form video content

At 8.25 seconds, the average attention span is shorter than a goldfish's. So it's no surprise that TikTok's short, snappy videos have revolutionised the demand for bite-sized content. Hot on its heels came competitors such as Instagram Reels and YouTube Shorts, all catering to the appetite for digestible, shareable content.

Yet, it's not just shorter videos that have helped TikTok set a new standard for content consumption. Users also love the storytelling elements, the personalisation, and that the videos are current, interactive, and immersive.

Social media as search engines

Platforms such as TikTok are increasingly used as search engines by users looking for everything from recipes and workout routines to DIY tips and fashion advice. Google may still be the anchor of search, but TikTok is making waves, reshaping how people discover and engage with content. Its influence is impossible to ignore

This highlights the importance of thinking beyond traditional SEO. While it's still crucial to rank on Google, your content should also be optimised so it's discoverable across all the platforms where your target audience is searching.

Visual, audio, and textual keywords

TikTok has effectively supersized how to make your content unmissable with a multi-sensory approach to traditional search. Here's how:

• Visual keywords: You can boost engagement and accessibility with strategically-placed overlay text and captions, and searchable hashtags based on trends and niches

• Audio keywords: TikTok's AI can identify and index sounds, which makes them searchable. Trending sounds, popular songs, and keyword-rich voiceovers all boost discoverability

• Textual keywords: As well as making your content more accessible, video descriptions and closed captions offer an additional pathway to landing on the For You Page
  
  

Should you consider TikTok when planning your keyword strategy for search engines?

The short answer is yes indeed. And here’s why. Integrating TikTok into your keyword strategy adds an extra layer of search visibility that gets your brand in front of more eyes. And who wouldn't want that?

Integrated strategies

Did you know that Google displays TikTok content directly in search results? This means that optimising your TikTok content means you're more likely to show up in TikTok and Google - which is an SEO win-win.

To double the chances of reaching audiences across multiple touchpoints, use targeted keywords in TikTok captions, descriptions, and hashtags. That way your “5 ways to style a summer dress” video, for example, might also appear in Google search results for similar queries.

Complementary insights

When identifying keywords, TikTok trends act as a compass, pointing you toward what people are searching for before it even hits traditional search engines. By tracking trending hashtags and captions, you can spot opportunities early and stay one step ahead.

Adopting these real-time trending keywords helps your organic content stay relevant and timely by incorporating the phrases that appeal most to your audience. Plus, it means you're communicating to them with the language they use in searches.

Cross-platform presence

You wouldn't talk to a judge like you talk to your friend. In the same way, we change the words we use when searching on different platforms. For example, you might type 'best strength exercises' into Google while TikTok searches are more conversational and intent-driven, such as 'quick arm workout at home' or 'how to tone arms fast’.

Adapting your keyword strategy to include these platform-specific variations helps your content meet audience expectations wherever they search. The core message can remain the same; but the keyword nuances make the world of difference.

Key considerations for TikTok SEO

If you’re ready to start thinking about your TikTok strategy but aren’t sure how to optimise it to hit the right audience, here’s a quick guide for you:

Choose the right content

Whilst no one can predict which videos will go viral, some video types perform better than others. When Adobe asked business owners which types of content on TikTok outperformed traditional search engine results pages (SERPs), the results were as follows:

• Video tutorials 22%

• Creative tangential content related to company product 21%

• Product or service reviews 18%

• Trending challenges or memes 15%

• Personal stories or anecdotes 12%

Do your keyword research

A successful TikTok SEO strategy must align with what your audience is searching for. Luckily, TikTok has lots of search and discovery features to make your life a little easier. These include:

TikTok’s Search Autocomplete – Start typing keywords related to your industry in TikTok’s search bar, and it will suggest the most popular, trending search terms that your audience is actively looking for.

Explore the Discover Page – This section highlights trending hashtags, sounds, and topics, giving you real-time insight into what’s capturing your audience’s attention.

Check Competitor & Industry Content – See what keywords and hashtags similar businesses are using in their captions and comments to reach their audience.

Monitor Trending Sounds & Challenges – Many TikTok trends are sound-driven, so staying on top of viral audio and challenges can help you tap into conversations relevant to your potential customers.

By leveraging TikTok’s search tools and trends, you can identify what your audience is engaging with and create content that aligns with their interests without having to guess what works.

Using these tools allows TikTok to do the hard work for you. Quickly and easily you can see everything that's capturing your audience's attention in real-time - plenty of fuel for content ideas.

Optimise your content

TikTok's 'secret sauce' algorithm prioritises watch time and relevance. That's why you should combine keyword cleverness with a little creative magic to grab attention.

Add targeted keywords to your video title, captions, on-screen text, hashtags, and spoken content. Avoid keyword stuffing though, as TikTok penalises content that feels unnatural.

To keep people watching, make the first few seconds of your video engaging, create curiosity with questions or intriguing statements, and use numbers or lists such as 'Top 5 ways to...'

Get hashtag happy

Hashtags not only help active users discover your videos but also increase the likelihood of your content appearing on the hallowed For You Page.

As with all SEO keywords, research is key. So, make the most of TikTok's search function and use a mix of broad, niche, and trending hashtags. On the hashtag page, select a hashtag to see vital data such as views and popular videos.

You should also take a look at your competitors' content to see what relevant hashtags are (and aren't) working for them.

Encourage engagement

Engagement metrics mean the world to TikTok. The algorithm prioritises content that sparks likes, comments, shares, and watch time, which it sees as indicators of quality and relevance.

To boost discoverability, create content that prompts audience engagement. This could be as simple as including a clear call-to-action that poses a question, asks viewers to share their thoughts, or prompt them to save your video for future reference (which gets a big thumbs up from TikTok).

Get sharing across platforms

Your job's not done once your video is on TikTok. Now begins the task of boosting visibility (and follower count) by sharing it across social media channels, such as Facebook, Instagram, and YouTube.

As well as getting your videos in front of a wider audience, this can drive viewers back to your TikTok page and improve your engagement metrics. Another top tip is to embed TikTok videos on your website and blog posts, which can have the added bonus of increasing time on page and decreasing bounce rates. Another win-win!.