TikTok releases NEW features for Search
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Carrie Rose Founder & CEO
3 min read
Friday, 23rd February 2024
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.
![](https://cdn.sanity.io/images/fxdosu8c/development/848139c1deb0dd64ec63470121f919ed0a931136-546x1104.png)
The new format resembles Google. Hereβs 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: π
- 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 β highlighting the importance of UGC and authentic content.
![](https://cdn.sanity.io/images/fxdosu8c/development/bcd816fe1aa9f9f91a2a0033c91d35956e747bd3-548x1016.png)
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 β though this is the first time itβs 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: π
- 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, youβre taken to a guide with content that ranks for each.
![](https://cdn.sanity.io/images/fxdosu8c/development/998d023059e3b3f293fadc26b6c6196e23f248bc-546x1046.png)
This includes:
- Top posts β
- Food and drink β
- Things to do β
- Hotels β
- Parks β
- Shopping β
This feature is a huge opportunity for brands in the hospitality, travel and entertainment industries.
Important considerations for marketers: π
- 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