TikTok might be best known for viral dances and memes, but it’s quietly becoming one of the most influential platforms in search behavior — especially for Gen Z and younger millennials. With users increasingly turning to TikTok as a discovery engine, your SEO strategy in 2025 needs to account for it.
At Sublime Digital, we help brands leverage TikTok not just for reach, but for search-informed brand discovery. And yes — TikTok Ads can absolutely support your SEO goals.
Here’s how.
TikTok as a Search Engine: The New Frontier
More than 40% of Gen Z now use TikTok to search for local businesses, products, and how-to advice — instead of Google. That’s a fundamental shift in user behavior.
What does that mean for your brand? – Your SEO strategy should include short-form video – Content must be optimized for both traditional search and in-app discovery – TikTok Ads can amplify your message and bring new audiences into your funnel.
How TikTok Ads Influence SEO Performance
While TikTok doesn’t directly affect your search rankings on Google, it supports your SEO indirectly in powerful ways:
1. Drives Branded Search Volume
When users see your TikTok content or ads, they often head to Google to search your brand — boosting branded search queries and visibility.
2. Improves Topical Relevance Across Platforms
If you’re targeting the same topics with SEO blogs and TikTok content, you’re reinforcing your authority and presence in that niche.
3. Boosts Linkless Brand Mentions
TikTok creators or commenters may mention your brand in videos or captions. These brand mentions contribute to Google’s understanding of online authority.
4. Drives Engagement Metrics That Matter
Users who discover you on TikTok and land on your site are often highly engaged — improving session time and reducing bounce rates.
How to Align TikTok Ads with Your SEO Strategy
✅ Promote High-Value Content
Run TikTok Ads that point users to: – Blog posts – Resource hubs – Free tools – Lead magnets
This helps extend the shelf-life of SEO content and builds familiarity.
✅ Use Keywords in Captions and Hashtags
Treat TikTok captions like metadata. Use target keywords and phrases your audience might search for — both in TikTok and in Google.
✅ Repurpose SEO Content into Video Snippets
Turn blog takeaways, stats, or how-to lists into 30-second TikToks. Promote those with Spark Ads to build credibility and engagement.
✅ Track Assisted Conversions
Use UTM tags and GA4 to track how TikTok traffic contributes to conversions that begin in search and finish through direct or retargeting.
Real-World Example
A local fitness studio partnered with Sublime Digital to create TikTok Ads promoting a blog on “meal prepping for muscle gain.” – The ad received 80k views and 2,000 clicks to the blog – Branded search volume spiked by 40% in 30 days – Their organic page for “meal prep tips” moved from page 3 to page 1
TikTok didn’t replace SEO — it amplified it.
Final Thoughts: Search Is No Longer One-Dimensional
Your ideal customer isn’t just searching on Google anymore. They’re discovering through reels, shorts, and TikToks — and then validating on Google.
If your SEO strategy doesn’t account for how TikTok drives visibility, you’re leaving opportunity on the table.
👉 Let’s build a cross-platform discovery engine. Book a strategy session with Sublime Digital today.
