Google vs. TikTok: The Changing Face of SEO

‘Traditional’ search engines like Google are still the go-to for in-depth research, product comparisons, and long-form content. But for newer internet users, like Gen-Z, TikTok is the place to be for discovering new brands, getting recommendations, and finding how-to guides.

The shift is clear: search is no longer just about SEO; it’s about being where your audience is actually looking.

Once upon a time, ranking on Google was the main thing to concentrate on. And it was relatively simple — get your keywords sorted, keep creating content, get good backlinks, and optimise the technical stuff.

While those things still matter, the way people search for information has changed.

Here, we break down the ways traditional SEO has changed, how TikTok became a serious search tool, and what all of this means for brands. Plus, we explore why search — no matter the platform — is such a core part of the customer journey, and how, if you’re not optimising for both the new blood and the old guard, you’re likely missing out on valuable customers.

Where is search in the user journey?

For many customer journeys, search is the starting point. In these scenarios, the customers you’re trying to convert will typically be exhibiting a high intent to purchase, actively seeking information about products or services.

Whether they're using Google to read detailed reviews or TikTok to watch unboxing videos, ensuring your brand is visible at this early stage is a non-negotiable! So be sure to optimise content for both platforms, to influence purchasing decisions.​

The state of Google Search in 2025

In late 2024, Google integrated their multimodal AI model Gemini into search results, displaying generative overviews and providing more conversational responses to users’ search queries.

Though there’s still some work to be done on the accuracy of these generative summaries, they’ve been hailed as a solid first step towards a new normal for user experience in search.

But for some brands — particularly those setting out to drive visitors to their websites — there have been some concerns around the efficacy of what’s known as ‘zero-click SEO’: that is, the debatable value of appearing in generative search summaries without actually driving any click-throughs.

But! I’m happy to say that appearing in the ‘AI Overviews’ can actually be a big win for your SEO, and it’s something to aim for.

Think of it as you might any marketing campaign, be it a billboard on the street or an ad on someone’s social feed: seeing just one might not immediately convert a large amount of people, but with multiple placements, strategic retargeting, etc. you’ll see interest and sales start to rise.

Similarly, even though a person seeing you in a generative search result once might not do much, if they start to see you again and again and again, you’ll build yourself up as an authority in their mind. Then, by the time they finally do click through to your site, they’ll already have a highly valuable level of trust in your brand.

4 ways to aim for AI Overviews

With these recent changes in mind, here’s a simple roadmap for how you can start ensuring your content is overview-ready:

1. Optimise for AI Overviews: Ensure your content is authoritative and aligns with user intent. This increases the likelihood of being featured in generative summaries.

2. Understand user intent and search behaviour: With AI providing more direct answers, understanding the nuances of user intent is vital. Brands should focus on creating content that addresses specific user needs and anticipates follow-up questions. Use research tools to dig into how people are actually searching — just like you would for ‘traditional’ SEO.

3. Focus on high-quality, in-depth content: Creating comprehensive and well-researched content which offers original answers is more important than ever. Detailed articles that thoroughly address user queries are more likely to be recognised by AI models as valuable resources.

4. Leverage multimedia content: Given Gemini 2.0's ability to handle a variety of content types, incorporating images, videos, and interactive elements can enhance user engagement and improve search visibility. ​

The state of TikTok search in 2025

While Google remains a goliath in the world of search, and newer platforms like Perplexity show that search engines as we know them are still fertile ground for innovation, younger demographics are increasingly turning to TikTok for information.

Countless reports released throughout 2024 showed that nearly half of surveyed Gen-Z internet users are more likely to use social media platforms like TikTok for their search queries, seeking authentic and engaging content presented in one of the formats that generative AI still struggles to make believable: video.

How to adapt your SEO strategy for TikTok

Here are some ways to stay ahead in this evolving landscape:

• Diversify your content: Create engaging videos for TikTok that resonate with younger audiences while also continuing to publish informative blog posts for search engines.​

• Understand platform algorithms: Stay in the know about how both Google and TikTok rank content to tailor your SEO strategies effectively.​

• Engage authentically: Authenticity is key, especially on platforms like TikTok. Engage with your audience genuinely to build trust and credibility, using in-app tools like video responses to build a sense of community.

Ahead of us, there’s a fork in the road.

One path calls for deep research, and the kind of well-written and authoritative on-site content that other websites would want to link back to.

The other requires you to have your finger on the pulse of social media trends, and the ability to connect your brand to those trends in a natural, meaningful, and engaging way.

Both are more essential than ever, so if you’re wondering how to make a deeper impact on one or the other (or both!), book a discovery call with us.