Google’s been the undisputed king of search for decades.
But now, if you ask a Gen Z user where they look first for restaurant recommendations, product reviews or even tutorials, there’s a good chance the answer won’t be Google, it’ll be TikTok.
This shift has big implications for brands, marketers, and developers.
Here’s why TikTok SEO might surpass Google for a generation, and what businesses can do to prepare.
Search behaviours are changing
Google’s dominance was built on the idea of typed queries like ‘Best sushi near me’.
But Gen Zers increasingly prefer discovery over queries. They don’t want to sift through blue links and ads, they want bite-sized, authentic video answers.
According to Google’s own internal research, nearly 40% of young people turn to TikTok or Instagram first when looking for a place to eat.
That’s a genuine behavioural shift, not just a passing fad or trend.
Video feels more trustworthy
For many search terms, Google SERPS can be increasingly crowded with ads, affiliate content and keyword-stuffed filler pages.
TikTok, meanwhile, thrives on authenticity. A 30-second clip of someone walking through a café or reviewing a gadget often feels more real than a long blog post full of keywords.
That perception (and it sometimes is just a perception) of authenticity means TikTok search results often carry more weight with younger audiences.
TikTok SEO is becoming a real discipline
Just like websites on Google, TikTok videos can be optimised:
- Keywords in captions (‘Best budget running shoes 2025’)
- On-screen text that matches search queries
- Engagement signals (saves, comments, rewatches) that push videos up results
- Hashtags that target niches rather than chasing viral trends
Brands that treat TikTok as a search engine, not just a social network, are already seeing results.
Community-driven discovery
TikTok’s algorithm doesn’t just answer what people search for, it shapes what they search for next.
This ‘serendipitous discovery’ helps make TikTok incredibly sticky. Instead of a single query session like on Google, users can fall down content ‘rabbit holes’, exposing them to even more brands and ideas.
For marketers, this means visibility isn’t just about being the answer to a question, it means being part of the conversation in the right niche.
What this means for your business
If TikTok search keeps gaining ground, businesses can’t afford to ignore it. That means:
- Creating search-optimised TikToks for key questions your audience is asking
- Building credibility with user-generated content and influencer partnerships
- Treating TikTok as both a content platform and a discovery engine
In short, if your SEO strategy is only focused on Google, you’re missing the next wave of search behaviour.
Adapt and stay visible
Google definitely won’t disappear overnight; it’s still the backbone of the web. So don’t panic.
But for a whole generation that’s grown up with video-first discovery, TikTok may become the default search engine for lifestyle, shopping and local queries.
The businesses that adapt now will win big. The ones that don’t? They risk being invisible to the next generation of consumers.
Ready to get ahead?
At Ascensor, we help businesses future-proof their digital strategies, from TikTok SEO and content creation to full-stack web development and CRO.
If you want to make sure your business stays visible where your next customers are searching, get in touch.
