TikTok Search & Search n Stuff

Transcript

1. 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
2. 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
3. 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
4. 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)
5. 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
6. q WHAT IS TIKTOK? 6
7. q 7 Short-form video content for everybody and all interests!
8. 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.
9. q #SearchandStuff #SearchandStuffAntalya 9 THE ALGORITHM WORKS AS A RECOMMENDATION SYSTEM
10. q TIKTOK IS AN ENTERTAINMENT PLATFORM 10 MUSIC STREAMING NEWS PLATFORM ECOMMERCE PLATFORM SEARCH ENGINE
11. q TIKTOK SEARCH TOUCHPOINTS 11
12. q 12 SEARCH BAR AND AUTO SUGGEST
13. q 13 ADS IN TIKTOK SERP
14. q 14 WIKIPEDIA SNIPPETS
15. q 15 SEARCH HIGHLIGHTS
16. q 16 TIKTOK SEARCH CONSOLE
17. q 17 IPHONE WIDGET
18. q 18 INCREASE OF CHARACTER LIMITS & TEXT POSTS
19. q 19 TIKTOK AND GOOGLE
20. q SEARCHING ON TIKTOK 20
21. 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
22. q Deep Learning Tactical Inspiratio nal 3 WAYS OF SEARCHING ON TIKTOK #SearchandStuff #SearchandStuffAntalya 22
23. q Inspirational Search #SearchandStuff #SearchandStuffAntalya 23 What do I need to clean my oven? Which playlist is best for studying?
24. q Deep Learning Search #SearchandStuff #SearchandStuffAntalya 24 How do I knit a sweater? Why is my computer not turning on?
25. q Tactical Search #SearchandStuff #SearchandStuffAntalya 25 Who makes the best pasta? Where should I visit on my summer holiday?
26. 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.
27. q 5 STEP GUIDE TO TIKTOK SEO #SearchandStuff #SearchandStuffAntalya 27 Audience research Keyword research Optimiz e Embed- ding Nativity
28. q 28 YES
29. q 5 STEP GUIDE TO TIKTOK SEO #SearchandStuff #SearchandStuffAntalya 29 Audience research Keyword research Optimiz e Embed- ding Nativity
30. q SEARCH BAR & AUTO SUGGEST #SearchandStuff #SearchandStuffAntalya 30
31. q CREATIVE CENTER #SearchandStuff #SearchandStuffAntalya 31
32. q BREAKING!! WE NOW HAVE SEARCH VOLUMES! #SearchandStuff #SearchandStuffAntalya 32 • CREATOR SEARCH INSIGHTS
33. q 5 STEP GUIDE TO TIKTOK SEO #SearchandStuff #SearchandStuffAntalya 33 Audience research Keyword research Optimiz e Embed- ding Nativity
34. q VIEWS AND LIKES ARE NOT RANKING FACTORS 34
35. q Indirect website traffic. GOALS #SearchandStuff #SearchandStuffAntalya 35 Awareness Engagement Community Building
36. 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
37. q 37 The communication must be adapted to fit the platform
38. 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
39. THANK YOU! Mathilde Høj SEO Team Lead TRANSACT Denmark #SearchandStuff #SearchandStuffAntalya X: @mathoej LI: /mathoej