TikTok is testing SERP formats that resemble Google
TikTok is testing different SERP formats to see how user's take to the format - prioritising its search engine and ecommerce functionality.
The new format resembles Google. Here’s how:
- Shopping first (big for B2C and D2C brands!)
- Paid ads above organic content
- Suggestions alike to 'people also ask' (but along a nav formation)
Important considerations for marketers: 👇
- You need paid ads to be visible in position 1 on TikTok SERP
- TikTok shop should be used to push products (where relevant)
- Make use of a TikTok SEO strategy to ensure organic rankings
TikTok now encourages users to leave Reviews
In yet another step to make TikTok more of a discovery and search platform, users are now being prompted to submit reviews for their content that includes locations or destinations. This is on brand accounts too, not just creators — highlighting the importance of UGC and authentic content.
Users are being prompted to add reviews for brands where they have added a location tag on their content.
Reviews are being shown dated back to October — though this is the first time it’s come to fruition on the app!
We predict a new 'reviews' tab could be added to the app in the near future, helping brands gain credibility and trust with their audience.
Important considerations for marketers: 👇
- UGC, customer testimonials and reviews MUST play a part in your TikTok content marketing strategy
- Location tags should be added to your content where possible!
Location Guides
Alongside reviews, TikTok has rolled out location guides too. When users click on a location tag on a video, you’re taken to a guide with content that ranks for each.
This includes:
- Top posts ✅
- Food and drink ✅
- Things to do ✅
- Hotels ✅
- Parks ✅
- Shopping ✅
This feature is a huge opportunity for brands in the hospitality, travel and entertainment industries.
Important considerations for marketers: 👇
- How to rank for key sections of these guides, implementing clear branding to ensure content is visible and showcasing a range of diverse locations.
- Location tags should be added to all content where possible
CEO & Founder of Rise at Seven, and my job is to be out in the market and see which way the wind is blowing in the next 1, 2, 5 or 10 years time and bring that home to my team and clients. I lead the vision of the agency across the UK & US.
