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Is Google still the ‘top-dog’ when it comes to Search Engines?

9 November 2022·Lottie

Is Google still the ‘top-dog’ when it comes to Search Engines?

With over 1 billion monthly active users TikTok is definitely not one to be sniffed at when it comes to social media channels. But with over 20% of global internet users active on the channel, questions have been raised in the marketing world about whether TikTok today is more than just another social media channel.

‘I Don’t Google Anymore, I TikTok’

Everyone can agree that TikTok has grown as a platform since its popularity started back in 2019. Originally an app dedicated to dance videos and lip-syncing, today many are using the channel as their main source of information.

How many times have you heard someone say ‘According to a TikTok video I watched…’ or ‘I learnt this off TikTok’? Makes you think whether the days of hearing ‘Google it!’ are coming to an end!

Ofcom recently released that TikTok is the fastest-growing news source for UK adults, with 7% currently using the app to obtain news updates. Data also shown that 40% of Gen Z’ers now prefer using short-form video platforms (TikTok and Instagram) for search, preferring the platforms over Google.

This shift in news consumption by the younger generation has led to many news channels having a large presence on the platform.

TikTok SEO

Search Engine Optimisation (SEO) as been common practice on many social media channels for a while, with both Pinterest and YouTube being treated as search engines in the past.

Although TikTok does not currently describe itself as a search engine, its competitiveness with YouTube shows how SEO should play a key part in your TikTok plan.

Today, TikTok offers users a search bar to find more specific content than may be shown on their For You Page (FYP). Not only that, the channel now provides paid ads within its search results, similar to search engine sites!

So the big question: How do you optimise SEO on TikTok? 

The first thing you need to know before heading into the world of TikTok SEO: Optimising TikTok content for search is different to creating content to satisfy the algorithm.

Focusing on your keywords and hashtags is essential to generating more views and a higher ranking in search. It is also important to bear in mind that the number of likes and views will not affect your ranking on TikTok search.

1) Make sure to use Keywords in your Captions

TikTok has recently upped its caption character limit – so make the most of it! Now users have 2,200 characters to play with to describe their videos, giving plenty of space to add your keywords to rank higher.

If you are already using keywords for your Google and YouTube SEO then good news, you are already one step ahead of everyone else! Start by using these keywords in your TikTok strategy and see how they perform and tweak them if necessary.

Just make sure to keep some characters for your all-important #hashtags and keep your captions natural.

2) Utilise your #Hashtags!

Unlike Instagram, there is no limit to the number of hashtags you can use in your TikTok caption – just keep your character limit in mind when weighing up how much to give to your caption compared to your hashtags.

With a never-ending option of hashtags to use in your captions, it is important to use the best ones to optimise your TikTok SEO. Keep it simple! Aim to add 3 – 6 keyword hashtags to your captions, using a combination of both long-tail and high-volume keywords on your posts.

3) Place your Keywords into the Text on the Videos 

TikTok gives you the ability to add text to your videos before posting to your profile – use this opportunity and place your keywords into the first 1 – 5 seconds of your video and help your video rank higher on search.

Tracking your Performance

Sadly, TikTok does not have the feature of seeing your search volumes in the same way as Google does currently. But with many turning to TikTok to search for information in 2022, who knows what might happen?

Need help with your SEO? 

Whether you are interested in upping your TikTok game with SEO or simply want to improve your traffic through Google – we are here to help!

Contact us today and see how we can improve your SEO performance.

Hillsgreen Blog Author


With extensive experience in Journalism, podcasts and content, Lottie brings her creative flair to Hillsgreen as PR & Content Manager.



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