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For more than a decade, when companies talked about search engine optimization (SEO), they defaulted to Google. With the rise of digital giants in the e-commerce and social media spaces, including shopping-anything platform Amazon and video-sharing apps like TikTok, online searches for products, entertainment and information have begun to migrate to other places.
At a recent conference in Aspen, Prabhakar Raghavan, senior vice president of Google Knowledge and Information disclosed that a large proportion of young people between the ages of 18 and 24 are abandoning Google in favor of searches on social networks when looking for information.
“In our studies, almost 40% of young people, when they’re looking for a place to eat, they don’t go to Google Maps or Search, they go to TikTok or Instagram,” he said. “We keep learning, time and time again, that new internet users don’t have the expectations and mentality we’ve become accustomed to. The inquiries they make are completely different.”
Google search attrition is not a new trend: A much-cited 2016 study published by big data technology company BloomReach revealed that 55% of searches for consumer products originate on Amazon.com. It’s a number that has probably grown since then. And as tech companies continue to launch new web products, platforms and apps, search options will further dilute Google’s market share.
For content creators and brand marketers, this means that right now, in addition to relying on mysterious algorithms, learning social media SEO for TikTok, Instagram, Facebook, Twitter, and LinkedIn is vital to showcasing the right content to new audiences. Best practices vary by platform, but for most, implementing a smart strategy around keywords and hashtags will go a long way toward increasing discovery.
On TikTok, there’s now a whole genre of content to help creators improve SEO and get found on the app. Creators like Mike Ramathat runs a platform connecting UGC manufacturers and brands, they’ve started publishing free, informative posts that drive down the importance of using the best possible search terms and offer helpful tips, including demonstrations of how to use the TikTok search bar to find the phrases of autocomplete search based on most popular. on the seed words and then creating posts on each of the most searched topics.
Tiktok SEO is changing the game for creators: here’s how to rank for keywords #tiktokseo #rankontiktok #tiktokkeywordsearch #creators
♬ Blade Runner 2049 – Synthwave Goose
Unlike flash-in-the-pan memes and trending tropes, search-optimized content gains traction over time as people intentionally search for information and posts accumulate clicks, he argues. Yvonne Dekoning, a former social media manager at Saks Fifth Avenue who now provides social media coaching to brands and corporate executives. Their TikTok content focuses on tutorials.
How to use SEO on TikTok #tiktokseo #social media strategy tips #social media strategist #tiktokstrategy #tiktokcoach
♬ Jiggle Jiggle – Duke & Jones and Louis Theroux
Meanwhile, Facebook, Twitter, Instagram and LinkedIn have all expanded their product offerings, most notably LinkedIn with its newly launched Creators Toolkit, offering easy ways for users to populate existing platforms with media and other content. robust content and search. Anyone with an internet connection, keyboard and camera can feed the beast, the more content, the better it looks, or at least the more opportunities there are to get out there in search, on Google and beyond, and drive audiences and eyeballs to the technology platforms everywhere.
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