Search is no longer just about Google rankings. In 2025, Google’s Search Generative Experience (SGE) and TikTok SEO are shaping two very different discovery paths, and smart marketers are learning to invest in both. Google SGE: Authority and Depth Win SGE is changing how people interact with search. AI-generated summaries now sit at the top of results pages, answering questions without requiring a click. For brands, that means less organic traffic and more pressure to be the