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q TikTok SEO – What is it and how do you utilize it as a part of your SEO strategy? Mathilde Høj SEO Team Lead @ TRANSACT Denmark

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q SEARCH IS CHANGING #SearchandStuff #SearchandStuffAntalya 2 Awareness Consideration Transaction Fulfillment Paid, Owned, Earned Media Search, content platforms Emotional Rational Transactional Discovery and Engagement AI, Algorithmic Awareness Consideration Transaction Fulfillment Search Emotional Rational Transactional Discovery to Decision-making Generative, Personalised, Social MASS ERA 2000’s PRECISION ERA 2010’s PREDICTIVE ERA 2017-2022 GENERATIVE ERA 2023 + VALUE OF A MOMENT VALUE OF A KEYWORD VALUE OF AN AUDIENCE VALUE OF A JOURNEY

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q SOCIAL SEARCH IS PART OF AN EVER-EVOLVING ECOSYSTEM #SearchandStuff #SearchandStuffAntalya 3 5G VOICE SEARCH VISUAL SEARCH SOCIAL SEARCH PREDICTIVE SEARCH GENERATIVE SEARCH TEXT SEARCH SMART PHONE TECH LOCATION BASED SEARCH HOME IOT DESKTOP SEARCH ENGINES GEN AI VIDEO CONTENT COMMERCE

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q Google and Bing are lacking: •Trustworthiness •Relevancy •Authenticity TRADITIONAL SEARCH IS FAILING #SearchandStuff #SearchandStuffAntalya 4 25% less are using Google to Search (Gen Z vs. Gen X)

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q TIKTOK IS BEING FAVORED OVER GOOGLE https://www.statista.com/forecasts/1142687/tiktok-users-worldwide 5 1.9B users (2023) 1.5 hours each day 10 sec to 10 min avg video length

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q WHAT IS TIKTOK? 6

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q 7 Short-form video content for everybody and all interests!

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q 8 The average user on TikTok is in their 30s, while the biggest age group is Gen Z where users are born between 1997 and 2006.

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q #SearchandStuff #SearchandStuffAntalya 9 THE ALGORITHM WORKS AS A RECOMMENDATION SYSTEM

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q TIKTOK IS AN ENTERTAINMENT PLATFORM 10 MUSIC STREAMING NEWS PLATFORM ECOMMERCE PLATFORM SEARCH ENGINE

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q TIKTOK SEARCH TOUCHPOINTS 11

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q 12 SEARCH BAR AND AUTO SUGGEST

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q 13 ADS IN TIKTOK SERP

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q 14 WIKIPEDIA SNIPPETS

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q 15 SEARCH HIGHLIGHTS

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q 16 TIKTOK SEARCH CONSOLE

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q 17 IPHONE WIDGET

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q 18 INCREASE OF CHARACTER LIMITS & TEXT POSTS

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q 19 TIKTOK AND GOOGLE

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q SEARCHING ON TIKTOK 20

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q A BROADER SEARCH EXPERIENCE #SearchandStuff #SearchandStuffAntalya 21 TikTok offers personalized, easy digestible content that has stronger EEAT signals! 41% Entertaining 28% Authentic 28% Relatable 25% Short/Concise

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q Deep Learning Tactical Inspiratio nal 3 WAYS OF SEARCHING ON TIKTOK #SearchandStuff #SearchandStuffAntalya 22

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q Inspirational Search #SearchandStuff #SearchandStuffAntalya 23 What do I need to clean my oven? Which playlist is best for studying?

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q Deep Learning Search #SearchandStuff #SearchandStuffAntalya 24 How do I knit a sweater? Why is my computer not turning on?

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q Tactical Search #SearchandStuff #SearchandStuffAntalya 25 Who makes the best pasta? Where should I visit on my summer holiday?

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q 26 The “everyday experts” are more trustworthy than a brand trying to sell something on a website. If your organic content looks like an ad, users will notice and scroll past it.

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q 5 STEP GUIDE TO TIKTOK SEO #SearchandStuff #SearchandStuffAntalya 27 Audience research Keyword research Optimiz e Embed- ding Nativity

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q 28 YES

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q 5 STEP GUIDE TO TIKTOK SEO #SearchandStuff #SearchandStuffAntalya 29 Audience research Keyword research Optimiz e Embed- ding Nativity

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q SEARCH BAR & AUTO SUGGEST #SearchandStuff #SearchandStuffAntalya 30

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q CREATIVE CENTER #SearchandStuff #SearchandStuffAntalya 31

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q BREAKING!! WE NOW HAVE SEARCH VOLUMES! #SearchandStuff #SearchandStuffAntalya 32 ● CREATOR SEARCH INSIGHTS

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q 5 STEP GUIDE TO TIKTOK SEO #SearchandStuff #SearchandStuffAntalya 33 Audience research Keyword research Optimiz e Embed- ding Nativity

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q VIEWS AND LIKES ARE NOT RANKING FACTORS 34

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q Indirect website traffic. GOALS #SearchandStuff #SearchandStuffAntalya 35 Awareness Engagement Community Building

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q Content is created and published CREATE Shared and linked to SHARE Followers and website traffic FOLLOW Connecting with core audience COMMUNITY Interactions and website authority ENGAGEMENT Authority boosts rankings in SERPs RANKING Organic website traffic and cross check presence on Social SEARCH IMPACT ON WEBSITE #SearchandStuff #SearchandStuffAntalya 36

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q 37 The communication must be adapted to fit the platform

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q 38 TECHNICAL SEO HYGIENE CONTENT “MODERN SEARCH” DESTINATION & EXPERIENCE STRATEGY HOLISTIC SEARCH ACTIVATION USER EXPERIENCE SOCIAL SEARCH RETAIL SEARCH AIO READY TACTICS A FUTURE-PROOF APPROACH

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THANK YOU! Mathilde Høj SEO Team Lead TRANSACT Denmark #SearchandStuff #SearchandStuffAntalya X: @mathoej LI: /mathoej