TikTok Search & Search n Stuff

Slide 1

Slide 1 text

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

Slide 2

Slide 2 text

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

Slide 3

Slide 3 text

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

Slide 4

Slide 4 text

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)

Slide 5

Slide 5 text

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

Slide 6

Slide 6 text

q WHAT IS TIKTOK? 6

Slide 7

Slide 7 text

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

Slide 8

Slide 8 text

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.

Slide 9

Slide 9 text

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

Slide 10

Slide 10 text

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

Slide 11

Slide 11 text

q TIKTOK SEARCH TOUCHPOINTS 11

Slide 12

Slide 12 text

q 12 SEARCH BAR AND AUTO SUGGEST

Slide 13

Slide 13 text

q 13 ADS IN TIKTOK SERP

Slide 14

Slide 14 text

q 14 WIKIPEDIA SNIPPETS

Slide 15

Slide 15 text

q 15 SEARCH HIGHLIGHTS

Slide 16

Slide 16 text

q 16 TIKTOK SEARCH CONSOLE

Slide 17

Slide 17 text

q 17 IPHONE WIDGET

Slide 18

Slide 18 text

q 18 INCREASE OF CHARACTER LIMITS & TEXT POSTS

Slide 19

Slide 19 text

q 19 TIKTOK AND GOOGLE

Slide 20

Slide 20 text

q SEARCHING ON TIKTOK 20

Slide 21

Slide 21 text

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

Slide 22

Slide 22 text

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

Slide 23

Slide 23 text

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

Slide 24

Slide 24 text

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

Slide 25

Slide 25 text

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

Slide 26

Slide 26 text

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.

Slide 27

Slide 27 text

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

Slide 28

Slide 28 text

q 28 YES

Slide 29

Slide 29 text

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

Slide 30

Slide 30 text

q SEARCH BAR & AUTO SUGGEST #SearchandStuff #SearchandStuffAntalya 30

Slide 31

Slide 31 text

q CREATIVE CENTER #SearchandStuff #SearchandStuffAntalya 31

Slide 32

Slide 32 text

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

Slide 33

Slide 33 text

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

Slide 34

Slide 34 text

q VIEWS AND LIKES ARE NOT RANKING FACTORS 34

Slide 35

Slide 35 text

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

Slide 36

Slide 36 text

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

Slide 37

Slide 37 text

q 37 The communication must be adapted to ﬁt the platform

Slide 38

Slide 38 text

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

Slide 39

Slide 39 text

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