TikTok Meets SEO: The Future of Social Search in 2025

​Whether you're fully immersed or reluctant to join, TikTok has transformed the way we discover, explore, and even shop for products over the last couple of years. This has quickly made the popular social media app become a serious contender in the search engine space, especially for younger audiences. If you’ve been keeping an eye on the platform’s rise, you’ve probably noticed its growing influence on how people consume tailored content, search for information and make purchase decisions. But what does this shift mean for marketers, SEO pros, and social media strategists? As we head into 2025, the lines between social media and search will continue to blur, and if you’re not adapting to this new landscape, you might be left behind. So, let’s dive into why TikTok is changing the SEO game and how marketers need to rethink their strategies in the year ahead.

The Future of TikTok SEO: How Social Media and Search will collide in 2025

The Rise of TikTok as a Search Powerhouse

​For nearly three decades, Google has been the undisputed champion of search, helping us find everything from the best sushi in town to how to fix a broken shower head. But in recent years, there’s been a new challenger on the block, and it’s got a lot of people talking—TikTok. While you might associate the app with dance trends, viral memes and political discourse,  TikTok is quickly carving out its own space as a go-to search engine, especially among Gen Z.
 
What makes TikTok so powerful? It’s all about personalised discovery. The app’s For You page (aka FYP) doesn’t just serve you random videos; it tailors its feed to your exact interests, habits, and even mood. People are now turning to TikTok for product recommendations, restaurant suggestions, travel tips, and  'how-to' guides.
 
In fact, Google’s Senior Vice President, Prabhakar Raghavan, has acknowledged TikTok as a competitor, noting that younger users often turn to TikTok over Google Search and Maps for everyday tasks like 'finding lunch' or the 'local cinema' . He’s also pointed out that GenZ users find TikTok’s content more personalised and engaging, creating "completely new expectations" for search engines (TechCrunch 2022). As more users flock to TikTok, marketers need to think about how to optimise for a platform that emphasises trends and engagement over traditional search methods like keywords and links.

Why TikTok?

TikTok has become a game-changer in how audiences discover and engage with content. At the heart of its success is a personalised algorithm, that tailors every user’s experience with uncanny precision. This isn’t just about serving relevant content - it’s about creating a discovery process that feels effortless and intuitive. TikTok’s ability to deliver snappy, visual content in seconds makes it perfect for today’s 'on-the-go' audience. What sets TikTok apart is its user-generated content, as it resonates deeply because it feels authentic - whether a local restaurant review or a real-world demonstration of a product. Add in features like geo-targeted recommendations and visually immersive experiences, and it’s easy to see why TikTok is becoming a go-to platform for everything from trip planning to shopping inspiration. Its ability to merge entertainment with actionable insights places it at the centre of the modern discovery process.

The Evolution of the Customer Journey

The customer journey today is anything but linear. With shorter attention spans and an abundance of choices, consumers are no longer making decisions based on a single platform or a straightforward process. Instead, they jump between TikTok, Instagram, Trust Pilot and Google, piecing together information at their own pace and on their own terms.
This evolution is fuelled by a growing need for transparency and reassurance. Consumers don’t just want to discover a product—they want to know it’s worth their time and money. That means comparing prices, reading reviews, and seeking recommendations from trusted sources.  
 
Platforms like TikTok shine during the discovery phase by offering more than just engaging, visually driven content. They thrive on relatability, showcasing real people in real situations - whether it’s someone styling an outfit that feels attainable, sharing a behind-the-scenes look at a new restaurant with live menu previews and food reviews, or highlighting beaches with stunning views for the next travel escape. This authenticity and immediacy resonate deeply with consumers, making TikTok a key player in sparking interest and inspiration. Though platforms like TikTok and Instagram take market share of audiences during the discovery and consideration stage, users often pivot to platforms like Google when they want to find a credible platform to make a purchase (i.e. brand website or ecommerce store). The trust and reliability of Google make it indispensable for conversions. For marketers, this means embracing a multi-platform strategy. While TikTok dominates the discovery phase with its relatable and experiential content, platforms like Google remain critical for closing the deal. To succeed, brands need to be present at every stage of the journey, tailoring their approach to meet the unique role each platform plays in the modern decision-making process.

Leveraging Social Media Trends and Search Data

 Search and social insight are no longer optional - they are essential pillars of any successful digital strategy. Why? Because they provide a direct window into the minds of your audience, revealing what they care about, what they’re curious about, and even what they’re too embarrassed to ask anyone else. For example, users might turn to Google with deeply personal or niche questions - things they wouldn’t share with friends, family, or even a doctor. These searches uncover untapped queries and emerging trends that traditional research methods simply can’t capture.
Now, pair that with TikTok’s wealth of social data - views, hashtags, trending content, and user engagement - and the opportunities for marketers multiply. Where search data provides a foundation of popular and emerging keywords, TikTok offers context and cultural relevance. It showcases how users are engaging with a topic, what formats are resonating, and which ideas are gaining traction. Brands like Superdrug are already capitalising on this, creating in-store displays based on products that went 'viral' on TikTok. This kind of insight isn’t just reactive; it’s predictive -  helping brands identify and align with the next big trend before it peaks.
By integrating search and social data at the start of any strategy or campaign planning, marketers can build ideas and content around what their target audience is already interested in. It’s not about guessing - it’s about meeting customers where they are and providing what they want  (before they even know they need it). This synergy between search and social data enables brands to stay relevant, agile, and deeply connected to their audience’s evolving interests.

Capitalising on the Search and Social Merge

Search and social are no longer distinct channels—they’re intertwined, and together, they offer invaluable insights into what your audience cares about. As TikTok cements itself as both a discovery engine and a hub for content consumption, marketers need to think about how to optimise for this evolving space. For example: ​

1. Use Search and Social Data as Your Starting Point

​​Whether you’re developing a PR campaign, social strategy, content plan, or rebrand, always ground your approach in search and social data. Search trends reveal untapped opportunities and key audience queries, while social insights like viral TikTok content and emerging trends - offer a pulse on what’s resonating in real time. Combining these data points ensures your strategy is both timely and deeply aligned with user intent, driving greater relevance and engagement.

2. Use Keywords from Search Data to Inform your Social Strategy

Look to search data to see which keywords are trending in your niche. Incorporate these into your social content (captions, hashtags, on-screen text) and lean into untapped queries no one else is answering. Sometimes it's not always about competing for the head tail query with the most search volume - interesting unanswered questions are the baseline for unique content that can cut through. 

3. Incorporate TikTok Insights into Your Keyword Strategy

TikTok’s algorithm gives you access to real-time, organic keyword insights. Use TikTok views and trends to inform your SEO strategy, identifying emerging keywords and user interests that might not yet be fully captured on Google.

4. Leverage Social Proof and Trends for SEO

Track viral trends gaining traction on multiple social platforms like TikTok, Instagram and Pinterest. Use these insights to inform your broader content strategy and create content that taps into trending conversations. 

5. Align Content with the Customer Journey Across Search and Social

Focus on user intent, not just algorithm updates. Understand the customer journey across search and social platforms, and create content that engages users at every stage - from discovery to consideration to conversion. For example, a user discovers hiking boots through influencer content on TikTok, considers them by searching for reviews on Trustpilot, and then visits the brand’s e-commerce page via a Google search to make a purchase.

6. Test and Create Search Demand Through UGC and Influencer Partnerships

Leverage the power of influencers and user-generated content to create demand for search terms that may not be on the radar yet. Partnering with influencers to drive engagement can generate buzz and lead to increased search volume for specific terms or topics.

7. Think Outside the Box for SERP Visibility

Expand your visibility strategy beyond Google’s search results. Aim for a mix of SERP placements like TikTok videos, Pinterest boards, or featured snippets to maximise your presence across multiple touch points. Strategically aim to place your brand or product in a prominent online publications likely to dominate top SERP positions (e.g. Good Housekeeping, Stylist, Daily Mail or BBC) 

8 Prepare for AI’s Evolution in Search and Social

 AI is reshaping how users search and interact with content. Tools like ChatGPT and Google Bard are transforming queries into more precise and efficient results. As AI becomes more integrated into search engines and social platforms, marketers should monitor its evolution closely. This shift could merge search and social insights even further, offering new ways to analyse trends, create adaptive content and reach audiences with unparalleled precision. Stay ahead by exploring how these advancements might influence your strategies.

TikTok vs. Google: Trust in the Age of Misinformation

TikTok's rapid ascent as a search platform comes with challenges - chief among them, trustworthiness. While it excels at delivering engaging and viral content, its lack of robust fact-checking and content moderation raises concerns about misinformation. Content that rises to the top is often driven by popularity, not accuracy, creating potential pitfalls for users relying on the platform for advice or information. This is where Google maintains its dominance, offering trusted, credible results that prioritise reliability over virility. For marketers, TikTok’s limitations underscore the importance of ensuring campaigns are grounded in accurate information and credible sources. Building trust through verified content remains crucial, particularly in an era where misinformation can easily take root. 

Final Thoughts

TikTok  being a new type of search engine isn’t just a trend. It’s a shift in how consumers discover, evaluate, engage with content that drives purchase decisions. As platforms like it continue to reshape search, marketers must stay agile by embracing data-led strategies, leveraging social proofing, and adapting to ever-changing consumer behaviours. By understanding TikTok’s nuances today, the hybrid social-search landscape will help future-proof strategies for the year ahead. The question is no longer if TikTok will disrupt search—it’s how far it will go.