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HBO and The Ringer's Bill Simmons hosts the most downloaded sports podcast of all time, with a rotating crew of celebrities, athletes, and media staples, as well as mainstays like Cousin Sal, Joe House, and a slew of other friends and family members who always happen to be suspiciously available.
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Welcome to SEO Unlocked, the Gilmedia Growth Show! Episode 28 tackles the biggest search disruption in a decade - 41% of Americans use TikTok as a search engine, 64% of Gen Z prefer it over Google, and micro-virality in hyper-niche communities delivers 100%+ watch times.
Key Topics Covered:
- 41% of Americans use TikTok as search (64% of Gen Z over Google)
- Google data: 40% of Gen Z use TikTok/Instagram for lunch discovery
- Voice searches 3x more likely local (29 words vs 3-5 typed)
- 93% of top videos use trending audio for algorithm boost
The Search Revolution:✅ Gen Z bypassing Google Maps entirely for TikTok discovery✅ Video completion rate is #1 factor (need 100%+ watch time)✅ TikTok videos rank in Google (dual-channel opportunity)✅ 90% of viral content from interest-based clustering
How TikTok Reads Videos:
- OCR reads on-screen text as primary signal (H1-equivalent)
- Voice recognition transcribes spoken words
- Visual analysis understands objects, locations, actions
- Captions/hashtags provide basic context
Top 5 Ranking Factors:
- Completion rate (100%+ via forced replays)
- Engagement (shares > saves > comments > likes)
- Keyword relevance (20-40% boost in captions/OCR/audio)
- Trending audio (93% of top videos use it)
- Account authority (3+ posts/week = 2.5x growth)
15-Minute Critical Window:Videos must hit engagement thresholds in first 15 minutes to reach wider audience.
Optimization Checklist:
- Caption: Main keyword first + CTA
- On-screen text: Keyword visible in 3 seconds
- Audio: Say keywords naturally
- Hashtags: 1 hyper-niche + 1 community + 1 trending (skip #fyp)
Voice Search Strategy:Target 29-word conversational queries using TikTok auto-suggestions and comments. Example: "skin care routine for dry winter skin Toronto" vs #skincare.
Advanced Tactics:Series strategy (Part 1/2/3) for topical authority, question-answer format (60% searches start with how/what/why), micro-virality over generic broad reach.
Integration Must-Haves:Core Web Vitals under 2.5s (TikTok users expect instant), UTM tracking for bio link clicks, monitor branded search volume in GSC.
Transform your presence with TikTok-optimized mobile design and instant-load performance, proven multi-platform SEO and TikTok search strategies, and expert micro-virality content and niche authority development for the search-everywhere era.
Subscribe for strategies that turn video discovery into growth!
27 episodes
