One of the most glaring limitations of TikTok as a search engine (as it stands) is that it’s limited to platform-only queries. That limitation has not stopped YouTube becoming a key search engine but it’s clear that Google and its cross-platform search counterparts still lead the pack, as evidenced in a recent Spark Toro survey. That said, as a highly innovative and ever-evolving platform, there’s little doubt that TikTok will push the boundaries of its search functionality in the not so distant future. At this point, TikTok fate within the U.S. is unclear (especially since the Biden administration took to the platform to promote a recent campaign), but it’s certainly worth keeping your eye on things as developments unfold.
Search engine marketing: Looking beyond Google and TikTok
Don’t think of the current search landscape in terms of ‘TikTok vs Google’. Instead, consider how search marketing is changing—and the brand-boosting opportunities that this might lead to. By focusing on creating visually inspiring, value-driven content tailored to a balanced mix of leading content discovery platforms, marketers can tap into the ‘search engine’ power of Google, YouTube, Bing, Instagram, TikTok… the list goes on. “A lot people are now using TikTok as a more visual Telemarketing Cost Per Lead engine to allow them to understand what they want to get up to when they go to a new destination.”—Luke O’Leary on younger generations using TikTok as a search engine for traveling and tourism Understand individual social media algorithms to keep your finger on the pulse and develop a well-rounded SEO strategy that encompasses every emerging search marketing development.
Hone your search marketing skills with The DMI
With the DMI, you can take your SEO and search marketing skills to the next level and push yourself ahead of the pack. Our certified Professional Diploma in Search Marketing created with Neil Patel not only covers the fundamentals of search marketing but explores search analytics, SEO, paid search, demand generation, GA4, data visualization and much more. Reserve your place today! This will help you win on USA CFO tomorrow’s commercial battlefield. NOTE: It’s worth stating that in the most recent developments (March 2024), the U.S Government has stated that Byte dance (the Chinese company that owns TikTok) has six months to divest in any assets linked to the nation or it faces a ban. This is following security concerns surrounding certain AI-based technologies and applications.
