Google SGE vs. TikTok SEO: Where Marketers Should Focus in 2025

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 cited source within those AI snapshots.

Success comes from in-depth, structured content that demonstrates E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness). 

Schema markup and conversational, long-tail keywords are critical, as are unique insights AI can’t easily replicate, like original research, interactive tools, or expert commentary. In B2B and high-consideration industries, this kind of authoritative presence is non-negotiable.

TikTok SEO: Discovery Through Video

Meanwhile, TikTok has become Gen Z’s preferred search engine. About 73% of them now turn to TikTok before Google when looking for restaurants, fashion, or how-to advice. Here, the rules are different: ranking depends on engagement signals like watch time, shares, trending audio, and captions used as keywords.

Optimizing for TikTok SEO means creating content with strong hooks in the first three seconds, leveraging trending sounds, and consistently posting short-form videos that mirror organic content. Profiles need keyword-rich bios, and hashtags must be treated as search terms. For lifestyle, consumer, and Gen Z-focused brands, TikTok is now mission-critical.

Budget and Strategy

So where should budgets go?

• Google SGE: Best for B2B, research-heavy industries, and high-ticket purchases where authority builds trust.

• TikTok SEO: Best for consumer brands, entertainment, lifestyle, and Gen Z targeting, where attention and trends drive conversions.

The winning strategy is balance. Brands that invest in expert-led content for SGE while also building agile, trend-aware video strategies for TikTok will capture both ends of the search spectrum.

If you are interested in taking your business to the next level, schedule a free 30-minute info session with us. By the end of this video call, you will have a clear understanding of the next steps you can take to start generating consistent and reliable results online with Organic & Paid Advertising: Schedule your session.

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