Why TikTok search behaviour is changing the way brands approach SEO

When most marketers think about search engine optimisation, they immediately think of Google. They think about keyword density, backlink profiles, and technical site audits. For years, this has been the undisputed way of getting noticed online.

However, consumer behaviour is changing in many ways. Instead of typing queries into a conventional search bar, millions of users are now opening an app previously known solely for viral dances and lip-syncing to discover products and learn new skills.

TikTok has been evolving from an entertainment platform into a 'discovery engine'. This isn't merely a trend among teenagers that brands can afford to ignore. It represents a fundamental change in digital discovery, forcing a re-evaluation of standard SEO strategies and understanding how TikTok functions as a search engine is now essential for any business seeking to maintain visibility across generations.

The Rise of the Visual Search Engine

The idea of TikTok as a search engine might seem strange to those who haven't used the platform extensively, but the data paints a clear picture. For younger demographics, particularly Gen Z, TikTok is frequently the first port of call for information. Data from Google's internal studies revealed a startling statistic: nearly 40% of young people now use platforms like TikTok or Instagram for search rather than traditional tools like Google Maps or Search.

These users are not looking for a list of ten blue links to wade through. They want immediate, visual verification. If someone is looking for the best Italian restaurant in their city, a 30-second video showing steaming pasta, the restaurant's atmosphere, and a genuine customer reaction is far more convincing and engaging than a text-based review on a directory site.

This preference for quick, video first answers is reshaping consumer expectations across the board. People want to see results before they commit their time or money, and TikTok delivers that immediacy perfectly.

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The Difference Between Google and TikTok Search

To adapt successfully, it's vital to recognise that TikTok isn't replacing Google entirely. Instead, it's serving a different type of user need. Google still excels at answering specific, high intent questions with authoritative, deep-dive content. It's where you go when you need in-depth guides or official data.

TikTok, on the other hand, functions more like a discovery engine for exploration. The algorithm prioritises engagement, watch time, and relevance over traditional authority signals like domain age or backlinks. It's about authenticity and immediacy rather than academic depth. The platform uses visual clues, audio tracks, and caption text to understand context in a way that feels more aligned to the modern mobile user.

The Impact on Traditional SEO Strategies

This behavioural shift means that relying solely on a text-heavy website blog is no longer sufficient for comprehensive brand visibility. While traditional keyword research remains useful, the application of those keywords must change to suit video formats. On TikTok, SEO happens in video captions, on-screen text overlays, spoken audio within the video, and hashtags. The platform's technology actively listens to what is being said to determine the video's topic.

Businesses need to start thinking like creators to capture this search traffic. Content must be optimised to be found by users asking practical questions. For a busy business owner, partnering with an experienced SEO marketing agency in London that understands these emerging visual platforms can be a crucial step in bridging the gap between traditional practices and new media realities. Ignoring video search means missing out on a massive, highly engaged segment of the market actively seeking solutions. 

Practical Steps for Brands to Adapt

Adapting to this visual landscape doesn't require throwing out existing strategies, but it does demand expansion. The first practical step is to use TikTok's search bar to see what potential customers are actually asking about your industry. Look closely at the autosuggestions that appear as you type; these are direct insights into real user queries.

Once you identify these questions, don't just create polished advertisements. Produce helpful, somewhat raw content that directly answers these specific questions. A simple video shot on a phone explaining a common product query often performs significantly better than highly produced marketing material because it feels authentic. Furthermore, ensure you use closed captions for all videos.

The trajectory of modern search behaviour is clear. It's moving towards visual, instantaneous answers delivered by authentic voices. Brands that recognise TikTok as a serious search competitor and adjust their content strategies to meet this demand will be the ones that remain visible to the next generation of consumers.