TikTok Made Them Buy It? Here's How to Make TikTok Work For Your Brand

The New SEO: Search Everywhere Optimisation

Ever feel like Google’s search algorithm changes every other day? You’re not alone. It seems like every time we get comfortable with one update, another one’s just around the corner. But while Google’s constantly evolving, there’s a new player in town – well, more like several players. Enter the world of "search everywhere optimization." This isn’t just about Google anymore; it's about optimising across various platforms. Let’s dive into this new era of SEO and how you can adapt to stay ahead

So, What Exactly is "Search Everywhere Optimisation"?

In today’s digital landscape, people don’t just rely on Google to find what they need. They’re turning to platforms like YouTube, TikTok, Instagram, and even ChatGPT. This means we need to expand our SEO efforts beyond just Google. It's a fragmented search world out there, and we need to be everywhere our audience is.

The Core of Search Everywhere Optimisation

Why call this the “new” SEO? Because this approach should no longer be an afterthought. It’s no longer about sending signals to Google through other platforms but optimising to show up organically within these platforms themselves. Think of YouTube, TikTok, social media sites—they’ve all become mini search engines.

David Shapiro, CMO of Unabated, puts it well: “Users increasingly seek information across platforms like YouTube, TikTok, ChatGPT, and social media. SEOs must adapt by creating content relevant to their brand and tailored to appear natively on these diverse platforms.”

The Challenges of Search Everywhere Optimisation

Now, this all sounds great, but implementing this strategy isn't without its challenges. Kai Blum, international SEO manager at Intuit Mailchimp, highlights a big hurdle: siloed teams. In large organisations, different teams manage different channels, which can make collaboration tricky. Social media teams might see SEOs as stepping on their turf. But it’s not about taking over; it’s about integrating efforts to maximise results.

Other challenges include separate budgets and planning processes for each platform, and sometimes a lack of leadership support for cross-channel collaboration. Despite these hurdles, the potential benefits of a unified strategy are huge.

Optimising for Social Media Platforms

Social media is now a primary search tool for many users. In fact, Google reports that 40% of young people turn to apps like TikTok and Instagram for search purposes. They want quick, visual answers, and they share video content twice as much as other types. So, how can you optimise your presence on these platforms?

TikTok

If you’re in the world of SEO, you’ve probably noticed the influence TikTok has on search demand. People are discovering products and trends on TikTok and then heading to Google for more information. With TikTok Shop, users are now searching directly on the platform, leading to significant conversions. Let’s dive into how you can harness the power of TikTok for your SEO strategy.

TikTok isn’t just for dance challenges—it’s a powerful search engine in its own right. Kayla Marcum, manager of global influencer marketing at MANSCAPED, shares their approach: “We’re focusing on organic optimization for TikTok to increase brand visibility and engage a broader audience. Our goal is to appear in the top search results for key terms and hashtags related to our products.”

Here’s why TikTok should be a core part of your SEO plan:

Creating and Reigniting Search Demand

TikTok is changing the way people search. New terms and phrases are emerging from the platform, driven by viral videos and popular trends. For instance, the Halara “easy peezy dress” blew up on TikTok in the spring and summer of 2023, leading to a spike in Google searches. Similarly, the term “cheugy” gained popularity on TikTok in spring 2021.

But it’s not just about new terms. Existing products are seeing renewed interest thanks to TikTok. This phenomenon, known as the “TikTok Effect,” is real. Whether it’s organic growth or influencer partnerships, TikTok can reignite interest in products and drive significant search demand.

Examples of the TikTok Effect

One example is the rise in searches for turmeric skin care and soap after they went viral on TikTok. If you’re like me and don’t keep up with beauty trends, you might have expected searches for “turmeric” to be about its benefits or how to use it in cooking. But TikTok users were more interested in its skincare benefits. This shows how TikTok can shift search trends in unexpected ways.

Another example is Lululemon’s belt bag. Launched in 2018, it saw a massive increase in search demand when it went viral on TikTok in 2022. Even after the initial spike, interest in the product has remained relatively stable.

Capturing Post-TikTok Searchers

While TikTok is great for creating interest, many users switch to platforms like Amazon or Google for further research and purchases. The shopper who buys immediately after seeing a TikTok video is rare. Most will do additional research. This means your SEO strategy should include content that captures these middle- and bottom-of-funnel searchers.

Google’s Integration with TikTok

Google has started showing TikTok videos directly in search results. This integration means your TikTok content can help you dominate more of the search results page. Embedding successful TikTok videos on your website can also boost engagement. Just like with YouTube embeds, search engines consider these as part of your site’s content.

Optimising for TikTok

Optimising for TikTok is different from traditional SEO. There’s no keyword stuffing here. Instead, focus on using keywords in various elements of your video:

Say Keywords in the Audio: Mention your key terms naturally within your video.
Text Overlay: Use keywords in the text that appears on the screen.
Audio Transcription: Ensure your keywords are included in the transcription.
Video Caption: Include relevant keywords in your video captions.
Hashtags: Use popular and relevant hashtags to increase discoverability.

Balancing SEO and brand image is important. Overusing keywords can harm your brand, so keep it natural and relevant.

Making Short-Form Videos Perform

Everyone wants their videos to go viral, but there’s no magic formula. However, you can use some tips and tricks to improve your chances:

Viral Topics: Cover topics that are already trending or controversial.
Solid Hook: Start your video with a strong hook to grab attention. For example, “I did nothing but this viral push-up challenge for 100 days, and here’s what happened...”
Trending Audio: Use trending audio clips in your videos. Even if you have your preferred audio, embedding a trending clip and lowering its volume can help.

Enhancing Your Videos

To make your videos stand out, consider adding:

Subtitles: Ensure your content is accessible and engaging.
B-Roll: Use supplementary footage to keep viewers interested.
Animations and Overlays: Add visual interest with animations and text overlays.
Sound Effects: Enhance your video with relevant sound effects.
Stitching: Stitch your content to trending videos for more exposure.

Conclusion

The landscape of SEO is changing, but that doesn’t mean it’s time to throw in the towel. Instead, it’s an opportunity to evolve and expand your strategy. By embracing search everywhere optimisation, you can reach your audience across multiple platforms and stay ahead of the curve. Remember, it’s not just about being on Google anymore. It’s about being everywhere your audience is. So, let’s get out there and optimise for the future!

By adapting to these new realities and leveraging the power of platforms like TikTok, Instagram, and Facebook, you can keep your SEO strategy strong and relevant. Ready to take your SEO to the next level? Let’s work together and make it happen!

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