Navigating the Future of Search: TikTok, AI and Non-Google Opportunities for Advertisers

By Sophie Cameron

 

Looking ahead to the dynamic landscape of digital marketing in 2025, one thing is certain: the way we find information is expanding beyond the boundaries of traditional Google searches.

While Google remains dominant, emerging platforms like TikTok, AI-powered search engines, and the convergence of digital and traditional media are reshaping how consumers discover content and interact with brands. To stay ahead, advertisers must adapt their strategies to embrace these trends and ensure their approach is future-proof.

 

TikTok SEO: The Rise of Social Search

TikTok has rapidly evolved from a platform for viral dance challenges into one of the most powerful engines for discovery, especially among Gen Z and Millennial audiences. With over 1 billion active users, TikTok is becoming a primary search tool for younger generations, who use the app not only for entertainment but also to search for everything from product reviews to DIY tutorials. This surge in TikTok SEO is not just a passing trend; it represents a shift in how people approach search today.

Studies show that 41% of young people aged 18-24 in the U.S. now use TikTok for search, bypassing traditional search engines like Google. 

This shift calls for a new SEO approach, including integrating AI search engine optimisation to leverage new capabilities.

Here are some key tips for navigating TikTok SEO:

• Embrace short-form video content: TikTok’s algorithm favours video content, so brands should create engaging, snappy videos that capture users’ attention within the first few seconds.
• Leverage hashtags effectively: Hashtags on TikTok are crucial for discovery, much like keywords in traditional SEO. Use trending and relevant hashtags to increase visibility.
• Optimise video captions: While TikTok videos are the primary focus, captions still play an essential role in SEO. Use clear, concise, and keyword-rich captions to help the algorithm understand your content.
• Focus on engagement: TikTok’s algorithm rewards engagement, so encourage likes, shares, and comments on your content to improve its visibility in users’ feeds by incorporating elements that motivate users to interact, such as call-to-actions, duets, and direct responses to comments. 

By aligning your TikTok content with these principles, you can tap into a growing audience actively searching for new experiences, products, and services. Additionally, understanding how SEO and social media marketing intersect is key to creating a strategy that incorporates TikTok’s search functionality.

 

AI-Based Search: The Next Evolution of Search Engines

AI is increasingly becoming a central player in the search space, and it has enormous potential to disrupt how we interact with search engines. For advertisers, AI-driven search presents both opportunities and challenges. On one hand, AI algorithms can understand intent and context far better than traditional search engines. On the other hand, they can also make conventional keyword-based advertising less effective. 

Here are a few ways to use AI-powered search engines to their full potential:

• Focus on user intent: With AI search engines, understanding the intent behind queries is crucial. Create content that addresses specific user needs and provides in-depth answers to questions rather than relying solely on keyword-heavy content.
• Experiment with conversational content: As more people interact with AI through conversational interfaces, there’s an increasing demand for natural content that speaks directly to users’ queries. Think FAQs, tutorials, and personalised messaging.
• Invest in AI tools for content creation: Leverage AI-powered content creation tools to optimise and scale your content strategies efficiently such as automated video editing platforms, design tools, and copywriting aids. 

From writing assistance to content optimisation, these tools can save time while maintaining relevance. As AI search continues to grow, advertisers who embrace a user-focused, conversational strategy will have a competitive edge. This is where AI search engine optimisation plays a crucial role in refining your approach for success.

 

Beyond Google: Exploring Alternative Search Platforms

While Google has long been the go-to search engine, advertisers need to keep an eye on emerging platforms that offer fresh opportunities. 

Here are a few alternative search platforms that could shape the future of SEO and digital marketing:

• Non-Google search engines: With the rise of e-commerce, Amazon has become an increasingly powerful search engine for product discovery. Optimising your product listings for Amazon’s search engine is critical, as shoppers constantly use it to find products.
• YouTube Search: As the second-largest search engine in the world, YouTube is a powerful tool for reaching customers. Video SEO, including video titles, descriptions, and tags, can help increase visibility and drive more traffic to your content.
• Pinterest Search: Pinterest is a visual search engine that continues to grow, especially for lifestyle, fashion, and home goods brands. By leveraging Pinterest SEO strategies, brands can increase their discoverability in a visually-driven search space.

We asked Maham Shahid, SEO Account Executive at Tug Canada, for a few tips for brands looking to stay ahead of the ever-changing industry:

“As AI-powered search engines, video and e-commerce platforms, and digital voice assistants continue to evolve, the way users discover information is undergoing a fundamental shift,” she says. 

“The future of SEO isn’t just about keywords—it’s about optimising for intent-driven, conversational, and multi-modal search experiences. Brands that align with these shifts will stay ahead in an increasingly AI-first discovery landscape.”

 

Looking Ahead: Staying Future-Proof

The digital landscape is shifting rapidly, with new platforms, technologies, and regulations emerging at every turn. To stay competitive, advertisers must remain agile and adaptable, embracing the opportunities presented by TikTok, AI-powered search, and alternative search engines. 

The future of SEO is no longer solely tied to Google; it’s a dynamic and multi-faceted space that includes platforms like TikTok and Amazon, as well as AI-based search engines. By staying informed, constantly testing new strategies, and being ready to pivot, your brand can ensure its marketing efforts remain future-proof, delivering sustained success in the future.