Search engines have always been the backbone of digital marketing strategies, with Google reigning supreme for years.
However, things are changing, especially for Gen Z, where digital natives, followed by millennials, turn to TikTok as their go-to search engine.
As we look at the people in and around HypeX Digital Marketing Agency in Sri Lanka, most search TikTok for news and to find know-how results.
This shift in behaviour poses challenges and opportunities for corporate leaders, marketing directors, and thought leaders.
As an SEO agency in Sri Lanka, understanding this evolution can help you stay ahead of the curve and effectively reach younger audiences.
What we will cover
- The Evolution of Search Behaviour
- From Google to TikTok
- Why Gen Z Prefers TikTok for Search
- Implications for Businesses
- Challenges with Traditional SEO
- Opportunities for TikTokContent Creation Strategies
- Leveraging Hashtags and Trends
- Role of an SEO Agency in Sri Lanka
- Expertise in Cross-Platform Optimisation
- Analytics and Continuous Improvement
- Future of Search Engine Optimisation
- Embracing a Multi-Platform Approach
- Conclusion
The Evolution of Search Behaviour
Traditional search engines like Google have long dominated how we search for information. However, the rise of platforms like TikTok has disrupted this landscape, alongside innovative tools such as Search GPT and AI models like Claude AI.
Users traditionally entered specific words or phrases to navigate extensive information networks, and Google’s algorithms sorted through the results and presented a list of website links.
Success in this model depended heavily on the user’s ability to define practical search terms; accuracy and specificity were crucial.
The goal was simple: to locate existing information across websites, usually static, text-based content.
Key Characteristics
- Keyword-centric: Users must know what to search.
- Textual results: Links lead to text-heavy sites.
- Authority-driven: Google ranks based on website authority and the number of high DA backlinks.
- Static experience: Search results are often informational snapshots, not dynamic interactions.
This model worked well for finding structured information, but as user expectations and technology evolved, a new paradigm emerged with shorter video content.
With millions of short, engaging videos at their fingertips, Gen Z (1997–2012) is now searching for everything from product reviews to how-to tutorials directly on TikTok, bypassing the classic text-based search engine format.
From Google to TikTok
Google has long been synonymous with search, but TikTok’s rise as a content discovery platform has introduced an alternative.
This change is fueled by the platform’s visual-first approach, real-time engagement, and personalised algorithm.
What started as an entertainment space has become a vast resource for niche knowledge, product information, and trend discovery.
TikTok’s influence redefines what “search” means for a generation prioritising authentic, visual experiences over traditional text-based queries. For Gen Z, TikTok is not just for entertainment; it is a place to discover and learn.
Rather than typing “best web design agency in Sri Lanka,” users watch video reviews from people and engaging content from digital marketing companies and then approach.
Key Characteristics:
- Video-first approach: Visual storytelling and personal recommendations.
- Experiential focus: Real experiences from real people.
- User-generated content: Prioritises authenticity over authority.
- Lifestyle-oriented queries: From travel advice to how-to tutorials, the search feels more like an exploration than an instruction.
This trend signifies a shift from information retrieval to experience discovery, where social proof and relatability drive engagement.
Why Gen Z Prefers TikTok for Search
Visual Learning and Engagement
Gen Z values video content for its ability to deliver complex information in a digestible, engaging format. Rather than scrolling through endless pages of text, they can watch a quick 60-second video that explains what they need to know. The use of visual aids, music, and real-time demonstrations makes TikTok far more engaging than traditional search engines.
Personalised Content Algorithms
TikTok’s “For You Page” curates content based on user behaviour, making searches more relevant and personalised.
Unlike Google, which requires users to sift through links, TikTok’s algorithm proactively delivers information based on individual preferences.
This level of personalisation is a significant draw for Gen Z, who expect quick, customised results.
The Generative AI Layer
Generative AI adds another layer to the search ecosystem, introducing conversational, interactive, and deeply personalised search experiences. Platforms like ChatGPT offer more human-like responses, allowing users to ask questions in a natural, conversational tone. Instead of relying solely on links, AI synthesises information from multiple sources, presenting a comprehensive answer directly to the user.
Key Characteristics:
- Conversational queries: Users ask questions naturally.
- Direct answers: No need to click through links.
- Contextual personalisation: Responses adapt to individual needs.
- Dynamic content: AI provides real-time, relevant responses that evolve with each query.
AI blends elements of the Google and TikTok models, bridging static text with experiential learning but focusing on immediacy and personalisation.
The Shift: How Search is Transforming
These changes represent a seismic shift in search behaviour.
| Traditional Google Search | TikTok Search | Generative AI Search |
|---|---|---|
| Text-based | Visual-based | Multimodal (text + conversation) |
| Links | Personal experiences | Direct, synthesized answers |
| Authority-driven | Experience-driven | Personalized, context-aware |
| Static information | Experiential content | Dynamic, conversational content |
Implications for Businesses
This shift presents challenges and opportunities for businesses, particularly those targeting Gen Z.
Traditional SEO practices focusing on ranking well on Google must adapt to the realities of multi-platform search behaviour.
As an SEO agency in Sri Lanka, the key is integrating TikTok into your broader digital marketing strategy to ensure your brand is discoverable where Gen Z is looking.
Challenges with Traditional SEO
Relying solely on Google for SEO is no longer enough.
While search engine optimisation remains crucial, its scope must include platforms like TikTok.
Traditional SEO focuses heavily on keywords, backlinks, and domain authority, but these factors are not as relevant on TikTok, where virality and trends can catapult content into the limelight.
Opportunities on TikTok
Content Creation Strategies
To optimise for TikTok, brands must create short, engaging videos that align with trending topics.
If you create educational knowledge-sharing content, you should add tactics like hooks to your content.
The new trends are sharing slides with informational content on a subject related to your niche and hooking a product that can help them achieve success at the end, talking about general educational content on trends and challenges, or engaging, fun content that people would want to like and save.
Whether showcasing products, offering expert advice, or tapping into prevalent challenges, the key is creating content that resonates with the platform’s audience, moving away from product or service sales pitches in your content to giving actual value to the listener.
We asked our team which social media channel they spend the most time on, and the majority responded, ” TikTok. And what kind of content do they consume? If you ask, the senior team members will say stories and work-related topic videos, but most staff watch funny videos, challenges, and cat videos.
Leveraging Hashtags and Trends
TikTok’s hashtag system works similarly to keyword optimisation.
Businesses can use relevant hashtags to make their content more discoverable and ride the wave of trending topics. This is where partnering with an SEO agency in Sri Lanka can be invaluable, as they can help you stay on top of the latest trends and use hashtags strategically to boost visibility.
Role of an SEO Agency in Sri Lanka
Expertise in Cross-Platform Optimisation
An SEO agency in Sri Lanka like HypeX can bridge the gap between traditional search engines and platforms like TikTok. Understanding how search behaviour differs across platforms can help businesses develop a holistic strategy that ensures visibility on both Google and TikTok.
Analytics and Continuous Improvement
Optimising for TikTok requires constant monitoring of metrics like engagement rates, views, and followers.
A professional SEO agency can provide the necessary analytics to track your performance on TikTok and adjust your strategy based on real-time data, ensuring your content remains relevant and engaging.
Future of Search Engine Optimisation
Embracing a Multi-Multiplatform Approach
As search behaviour continues to evolve, the future of SEO will be multi-platform. Businesses must adopt a flexible approach incorporating traditional search engines and newer platforms like TikTok.
This means creating a unified digital presence across Google, TikTok, and other social media channels, ensuring your brand is visible to all audiences.
Conclusion
TikTok is more than just a social media app; it’s the new search engine.
In essence, the evolution of search mirrors a broader digital transformation, moving from text to visuals, from links to answers, and from passive browsing to active, personalised engagement.
Businesses must rethink their digital marketing strategies to adapt to this shift.
By integrating TikTok into your SEO efforts and partnering with a forward-thinking SEO agency in Sri Lanka, you can tap into this growing audience and stay ahead of the competition.
