{"id":607978,"date":"2024-02-09T17:00:00","date_gmt":"2024-02-09T14:00:00","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/is-tiktok-a-search-engine-why-meeting-searchers-needs-matters-more-than-semantics\/"},"modified":"2024-02-09T17:00:00","modified_gmt":"2024-02-09T14:00:00","slug":"is-tiktok-a-search-engine-why-meeting-searchers-needs-matters-more-than-semantics","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/is-tiktok-a-search-engine-why-meeting-searchers-needs-matters-more-than-semantics\/","title":{"rendered":"#Is TikTok a search engine? Why meeting searchers\u2019 needs matters more than semantics"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a26b758f17e4\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a26b758f17e4\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/is-tiktok-a-search-engine-why-meeting-searchers-needs-matters-more-than-semantics\/#Heres_why_brands_must_focus_on_user_experience_not_semantics_and_be_present_on_platforms_where_their_audience_is_searching\" >Here\u2019s why brands must focus on user experience, not semantics, and be present on platforms where their audience is searching.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/is-tiktok-a-search-engine-why-meeting-searchers-needs-matters-more-than-semantics\/#The_shift_in_search_engine_dynamics\" >The shift in search engine dynamics<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/is-tiktok-a-search-engine-why-meeting-searchers-needs-matters-more-than-semantics\/#SEO_today_Meeting_users_where_they_are\" >SEO today: Meeting users where they are<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/is-tiktok-a-search-engine-why-meeting-searchers-needs-matters-more-than-semantics\/#What_actually_matters\" >What actually matters\u00a0<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Heres_why_brands_must_focus_on_user_experience_not_semantics_and_be_present_on_platforms_where_their_audience_is_searching\"><\/span>Here\u2019s why brands must focus on user experience, not semantics, and be present on platforms where their audience is searching.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\nThe debate around whether TikTok should be considered a search engine continues to divide the SEO community. <\/p>\n<p>But here\u2019s the thing \u2013 users don\u2019t care about definitions or technicalities. For many, especially younger audiences, TikTok is a go-to place to search and discover information.<\/p>\n<p><!-- \/1038259\/SEL_Post-text --><\/p>\n<div id=\"div-gpt-ad-1693000027709-0\"><\/div>\n<div id=\"post-break\"><\/div>\n<p>So, while we argue semantics within the SEO community, brands that are not considering TikTok as part of their search strategy risk losing visibility and engagement opportunities.<\/p>\n<p>Let\u2019s explore why users aren\u2019t interested in our jargon-fuelled definitions and why they treat TikTok as a search engine.\u00a0<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-the-shift-in-search-engine-dynamics\"><span class=\"ez-toc-section\" id=\"The_shift_in_search_engine_dynamics\"><\/span>The shift in search engine dynamics<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>As SEOs, we traditionally see a search engine as a system designed to conduct web searches. It crawls through the web systematically to locate specific information specified in a search query.\u00a0<\/p>\n<p>The classic examples include giants like Google and Microsoft Bing. These platforms index and rank webpages based on keywords, backlinks and other factors, presenting them in an ordered list in response to user queries.<\/p>\n<p>However, the concept of what constitutes a search engine is evolving rapidly. While we are arguing over which platforms are actually search engines, users are just searching \u2013 everywhere.<\/p>\n<p>This evolution is not just in the <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/technology\/\" data-internallinksmanager029f6b8e52c=\"4\" title=\"Technology\" target=\"_blank\" rel=\"noopener\">technology<\/a> that powers search engines but also in their form and functionality. Siri, Alexa, TikTok, <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">Pinterest<\/a>, Reddit, ChatGPT, <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.warc.com\/content\/paywall\/article\/warc-curated-datapoints\/younger-consumers-turn-to-social-media-for-product-discovery\/en-gb\/152196\">Gemini<\/a> (formerly Bard), and SGE signify this shift.<\/p>\n<p>Platforms not traditionally considered search engines are now fulfilling similar roles to the likes of Google and Bing. As far as users are concerned, they are doing so more effectively. They see these platforms as search engines, so why can\u2019t SEOs?<\/p>\n<p>And, please, don\u2019t take my word for it.<\/p>\n<p>Gen Z users favor more personalized, algorithm-led social networks (48%) over search engines (44%) when looking for information about brands, products or services, per <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.warc.com\/content\/paywall\/article\/warc-curated-datapoints\/younger-consumers-turn-to-social-media-for-product-discovery\/en-gb\/152196\">WARC\u2019s 2023 Consumer Trends report<\/a> <em>(sub<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">script<\/a>ion required)<\/em>.<\/p>\n<p>This shift is broadening the definition of a search engine, in my opinion. It should signify an innovation in executing search marketing strategies and thinking about platforms.<\/p>\n<p>Central to this transformation is user behavior. The way people search for information has changed dramatically. <\/p>\n<p>There\u2019s a growing preference for quick, concise, and visually engaging content, especially within those Gen Z and Millennial audiences (which tend to be my focus).<\/p>\n<p>We\u2019ve all seen the \u201c40% of young people, when they\u2019re looking for a place for lunch, they don\u2019t go to Google Maps or Search. They go to TikTok or Instagram\u201d <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/techcrunch.com\/2022\/07\/12\/google-exec-suggests-instagram-and-tiktok-are-eating-into-googles-core-products-search-and-maps\/'\">quote by Prabhakar Raghavan<\/a>, Senior VP at Google.<\/p>\n<p>When it comes to user behavior, those younger audiences value these platforms\u2019 speed, convenience, and relatability, often preferring the visual and interactive content format TikTok offers.<\/p>\n<p><strong><em>Dig deeper. Survey: 51% of Gen Z women prefer TikTok, not Google, for search<\/em><\/strong><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\"><!-- START INLINE FORM --><br \/>\n<!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-seo-today-meeting-users-where-they-are\"><span class=\"ez-toc-section\" id=\"SEO_today_Meeting_users_where_they_are\"><\/span>SEO today: Meeting users where they are<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Someone might search for a cooking tutorial on TikTok instead of Google. Perhaps they\u2019re seeking more than just the recipe. <\/p>\n<p>They might be interested in the platform\u2019s engaging presentation, improved user experience, and community aspect. This could be because certain searches are suited to visual content or due to their connection with a particular creator.<\/p>\n<p>Search engines are no longer just about indexing and retrieving web content. They need to meet users where they are and in the format they prefer \u2013 and Google recognizes this shift.<\/p>\n<p>In response to these developments, \u201cPerspectives\u201d has been created to challenge these platforms (TikTok, Instagram, Reddit) and their search capabilities and bring users back to a Google SERP for these types of queries. Google also recently has been testing TikTok videos in SGE and featured snippets.<\/p>\n<p>E-E-A-T has been iterated, placing more emphasis on the first-hand experience of content and its creator. This is a crucial factor driving people to other platforms in the first place. This shows a further commitment to improving the relatability and trustworthiness of content solutions.<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><strong><em>The modern search landscape: How and where to reach your target audience<\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-what-actually-matters-nbsp\"><span class=\"ez-toc-section\" id=\"What_actually_matters\"><\/span>What actually matters\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>This debate can drag on endlessly, with arguments over semantics and definitions trying to sway people to one side. However, this won\u2019t make a difference for our brands.<\/p>\n<p>Instead, we should be looking to our audiences to guide us. Because, as much as we can argue TikTok isn\u2019t a search platform, if audiences are searching there and your brand is not present, you leave valuable visibility on the table.<\/p>\n<p>Ultimately, we should prioritize activations on the platform that best meets our brand\u2019s strategic needs and develop search content there.<\/p>\n<p>If that results in a TikTok search strategy, great.<\/p>\n<p>If we instead focus solely on Google because that is what will move the needle, then fantastic.<\/p>\n<p>It may even be a combination of them both, leveraging a more holistic \u201csearch everywhere\u201d approach.<\/p>\n<p>The key here is not to turn down a platform because it doesn\u2019t meet your definition for a search engine right now. Because while we\u2019re debating about this, a brand competitor is likely executing these observations and gaining visibility.<\/p>\n<p>Ultimately, as has always been the case, it\u2019s not our job to dictate to users the content they must consume and where they should consume it.\u00a0<\/p>\n<p>Rather, we react to the signals provided by our audiences and create the content solutions they desire in the format they expect them to appear.\u00a0<\/p>\n<p>And, in an expanding search universe, on the platforms, they are conducting such searches.\u00a0<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><strong><em>Search universe analysis: A deep dive<\/em><\/strong>\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n    About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n                        <img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Ashley Liddell\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/06\/Ashley-Liddell.png.webp\"><noscript><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/06\/Ashley-Liddell.png.webp\" alt=\"Ashley Liddell\" width=\"140\" height=\"140\"><\/noscript>\n                                            <\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n                            <strong>Ashley Liddell<\/strong>\n                        <\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto twitter\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/follow?original_referer=https%3A%2F%2Fsearchengineland.com%2F&amp;region=follow_link&amp;screen_name=AshLiddell1250&amp;tw_p=followbutton&amp;variant=2.0\" aria-label=\"opens in a new tab\"><i class=\"fab fa-x-twitter\"><\/i><\/a>\n                            <\/div>\n<div class=\"col-auto\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/ashley-liddell-seo\/\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n                                <\/div>\n<\/p><\/div>\n<p>                        <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.ashleyliddell.co.uk\">Ashley<\/a> is an aspiring content and brand marketer with a focus on putting &#8216;search&#8217; at the heart of marketing efforts by brands across varying industries. Working as an SEO Content Strategist, Ashley is responsible for assisting global brands in developing and better leveraging strategic efforts around on-site content as part of wider marketing strategies &#8211; all designed to deliver the best marketing approach possible.                    <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/tiktok-search-engine-ux-vs-semantics-437349\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Here\u2019s why brands must focus on user experience, not semantics, and be present on platforms where their audience is searching. The debate around whether TikTok should be considered a search engine continues to divide the SEO community. But here\u2019s the thing \u2013 users don\u2019t care about definitions or technicalities. For many, especially younger audiences, TikTok&#8230;<\/p>\n","protected":false},"author":1,"featured_media":607979,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Is-TikTok-a-search-engine-Meeting-your-searchers-needs-matters-more-than-semantics.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[78070,47912],"class_list":["post-607978","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-seo","tag-tiktok"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/607978","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=607978"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/607978\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/607979"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=607978"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=607978"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=607978"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}