The Decline of Google's Map Pack: What It Means for Local Businesses

Heads up—Google’s shaking up local SEO, which impacts how customers—prospective sellers and buyers, for instance—discover your business on Google. If you're a local business, you've likely heard me talk about the importance of the "map pack." However, I'm not suggesting that your Google Business Profile is becoming irrelevant. Quite the opposite, actually. But, I am highlighting that your business's website is becoming increasingly crucial.

Earlier this year, Google began to de-prioritize its map pack, presumably to highlight its local services ads. But there’s more going on than just that. Google is now boosting local links to well optimized websites that meet key customer search criteria. For instance, search for the “Best Realtor in Westport, CT,” and you’ll likely see Judy Michaelis dominating the first page. Why? It’s because she expertly integrates high-intent keywords across her website, particularly on her service and community pages.

Service pages describe the various ways customers can hire you—e.g. buying, selling, investing, commercial transactions, and more. Community pages focus on the areas you serve, such as zip codes or neighborhoods. My advice? Utilize generative AI writing tools like ChatGPT to craft keyword-optimized content for your service and community pages.

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Are you interested in expanding your business's visibility using your Google Business Profile? If so, I have an exciting solution just for you! Explore my course, "GOOGLE BUSINESS BOSS” and discover how to fully optimize your profile to attract more potential clients and opportunities.

Unpacking Google's Map Pack Shift: LSAs, GBP, and Keywords for Local Business Success

Ever wondered why some local businesses seem to always be in the spotlight on Google searches? There are two main paths: utilizing paid Google Local Services Ads (LSAs) or by climbing the ranks organically in Google’s map pack with an optimized Google Business Profile.

But recently there's been a noticeable shift: the map pack, known for highlighting the top three Google Business Profiles on a small map, is moving further down on Google's results page. This could be Google's tactic to get more people clicking on the paid LSAs instead of the organic map listings.

So here are your takeaways:

1. Double Down on LSAs:

   Google seems to be steering users toward paid LSAs. To stay visible at the top of search results and broaden your reach for potential conversions, I recommend increasing your LSA budget. This strategic investment ensures that your business remains prominently displayed, making it more likely to catch the eye of potential clients.

2. Optimize Google Business Profiles:

   Even with the increasing focus on LSAs, the significance of well-optimized Google Business Profiles (GBPs) cannot be emphasized enough. GBPs remain a vital element in driving clicks and calls from potential customers, exerting a direct impact on the quality and positioning of LSAs.

3. Strategic Keyword Integration:

   Finally, searches like “Best realtor in ____” tend to trigger the map pack. Sometimes that search may display the map pack way down low in the search results or up high. Take note of the exact searches that trigger it high on the results page. For example, what if “realtors” (plural) vs. “realtor” in that search made a difference. Once you’ve determined the top searches, see to it to integrate those keywords (best, realtors, etc.) throughout your website, encouraging customers to include the terms in their reviews, and update your listed services incorporating some of those key terms.

Adaptability is crucial when navigating the evolving trends influenced by Google. By fine-tuning your Google Business Profile, strategically allocating resources to Local Services Ads (LSAs), and seamlessly incorporating targeted keywords, you not only enhance your online visibility but also ensure that potential clients can easily discover your business.

Now You Can Finally Add Social Links to Your Google Business Profile!

Finally! You can now manually add your social media links to your Google Business Profile.

Previously, Google would automatically scour the internet to associate your Facebook page or Instagram account with your business profile. Sometimes it would successfully link a profile or two, but often it would miss some or not link any at all.

So before, the best you could do was to include your social media links in your website's footer or engage in complex coding theatrics, like modifying your site's schema code. But now, thankfully, those days are behind us.

The social media platforms you can now link to your Google Business Profile include:

• Instagram

• Facebook

• TikTok

• YouTube

• LinkedIn

• Pinterest

• X (formerly Twitter)

To get started, follow these steps:

1. Navigate to your Google Business Profile Manager (business.google.com)

2. Tap the “Edit Profile” icon

3. Select “Content” in the navigation menu

4. Scroll down to the “Social profiles” section and get to work!

Unlock Google's Top Spots: 3 Proven Tricks to Elevate Your Ranking

Wanna be the go-to business on Google? It all starts with understanding keywords—those are the specific terms and phrases people use to search for services like yours on Google.

Now, why is Google so important? Because it's the first place folks turn to when they're looking for something.

To find your magic keywords, think like your customer. If you're a Realtor in Houston, searches like "best realtor in Houston" or "top realtors in Houston" might be common. These keywords often trigger Google's “Map Pack,” a special area showcasing local businesses on a map. Your goal? Get on that map!

Three types of keywords to consider:

• NOUNS: The name of your business, where you conduct business, and the type of business you run.

• VERBS: Actions you perform for clients, such as buying, selling, or listing.

• MODIFIERS: Descriptive terms like “best,” “top,” or “luxury” that qualify your nouns and verbs.

Here's your action plan:

1. Update Your Google Business Profile: Include keywords in the “Services” section, like listing "Best Realtor” and/or “Houston Real Estate Agent” as services you offer.

2. Keyword-Infuse Your Website: Include them in titles, blogs, and bios.

3. Encourage Keyword-Rich Reviews: Happy clients? Ask them to use these keywords in their reviews.

Ready to climb higher in Google's search rankings? Follow these steps, and you're on the path to digital visibility like never before.

Boost Your Local SEO and Google Business Profile with This Simple Hack

What's the Hack?

Local SEO is crucial for small businesses (e.g. real estate agents, teams, and firms) aiming to attract customers in their immediate vicinity.

One simple but often overlooked strategy is adding your business location to your website's title tag. For example, if you're a REALTOR® based in Nashville, your full title tag might read something like “<title>Jane Doe Realty - Nashville, TN</title>.”

How to Do It

The good news is that implementing this tip is easier than you might think. You don't have to be a coding expert to make this change. Simply navigate to your website's settings and look for the SEO section. From there, you can update the title tag to include your business location.

And by “title tag,” I simply mean the title you see at the top of your web browser when you visit a website. Don't let the term “tag” confuse you—it's really just your website's title!

Why It's Important

By incorporating your location into the title tag, you're giving Google more context about your business. Google's algorithms use this information to rank your Google Business Profile in local searches.

So, when someone Googles "Best Realtor in Nashville," your business is more likely to appear in the coveted "map pack" at the top of the search results. For those unfamiliar, the map pack is that small boxed area featuring a map and local business listings, a prime spot for local visibility.

The Bottom Line

This small change to your website's title tag can have a significant impact on your local SEO strategy and, by extension, your Google Business Profile.

The Secret Sauce to Dominate Google’s Local Pack: Know Your Maps

Hey there, savvy business owners! Ready to level-up your Google Business Profile and beat the competition? (Yeah you are!) Let's talk about Google's “local pack” (aka, “map pack”) and how to make it your playground.

What is the Google Local Pack?

When customers search Google for local services—think “best real estate agent near me”—a special section pops up. It's called the local pack, featuring three businesses optimized for that search.

Horizontal vs. Square Map-Pack

Look closer. You’ll see a map guiding customers to these businesses. The map comes in two styles:

• Horizontal Map: Appears as a strip above the listings.

• Square Map: Sits to the right of the listings.

Why Does the Map Type Matter?

The type of map speaks volumes.

• Horizontal Map: Usually appears lower on Google’s results page. It shows up when Google isn't quite sure it’s found what the searcher wants.

• Square Map: Indicates high confidence from Google. It’s a cue that you’re exactly what the customer is searching for.

Optimize for Square

Want to dominate? Here's your game plan: zero in on the search phrases that trigger the square map-pack. Start by running a few local searches related to your business. Jot down the phrases that bring up the square map—those are your golden keywords.

Now you've got your roadmap, literally. Optimize around these phrases, and you're set to soar. 🚀

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Are you interested in expanding your business's visibility using your Google Business Profile? If so, I have an exciting solution just for you! Explore my course, "GOOGLE BUSINESS BOSS” and discover how to fully optimize your profile to attract more potential clients and opportunities.

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Key Takeaways

• The local pack is your ticket to visibility.

• Map type hints at Google’s confidence level.

• Optimize for phrases that trigger the square map to come out on top.

Now, go conquer that local pack! You’ve got the secret sauce. 🌟

From Zillow to Google: How to Use AI to Migrate and Optimize Client Reviews for Your Business Profile

Looking to repurpose your Zillow reviews for your Google Business Profile? It's not just a migration, it's a transformation.

You're well aware of the power of client reviews, but a simple copy-paste won't cut it. You'll need your clients to "re-review you"—there's no sidestepping that. But, before you reach out, there's a golden opportunity to amplify 🦾 their reviews.

Take their original reviews and feed them into an AI tool (like ChatGPT, Bard, Claude 2, Jasper, or others). Instruct the AI to weave in a few choice keywords, crafting a fresh and improved version. Why? Because Google scans your clients' reviews for keywords, using them to rank your profile over competitors in related searches.

A word to the wise: don't rush this process or it'll raise 🤨 eyebrows. And remember, if you go overboard with the keywords, Google's likely to filter the review.

But what about Google’s duplicate content policy, you ask? No need to fret. Reviews, authored by the client and not the business, don't typically fall under Google's duplicate content policy😮‍💨.

Just remember, handle this process with care and authenticity to stay in line with Google's broader guidelines.

Build an SEO Fortress Around Your Local Business: rank higher when customers search for what your business does in the areas it does it

In real estate, the mantra is all about location: LOCATION, LOCATION, LOCATION! But when it comes to SEO, keywords reign supreme. So… make sure to optimize your website with the right SEO juice.

With that in mind, publish web pages chalked full of keywords that highlight your ability to assist individuals in, at minimum, buying and selling real estate, for instance. Beyond that though, create web pages that talk about relocation, moving, downsizing, new construction sales, custom builds, commercial real estate, residential development, and so on. Why not publish a page for every service you offer!?—especially now, with tools like Chat GPT to do the heavy lifting writing-wise.

What’s more, create community pages on your website that showcase the areas where you operate. Depending on where you do business, maybe consider zip-code specific pages, or neighborhoods, towns, counties, or perhaps designated market area terms, like “tri state” or other comparable titles. The point is, if it’s an area where you work, make it count by creating an optimized page on your website.

Here’s why all this carries weight. The better optimized your website is, the higher Google’s gonna rank your Google Business Profile when customers search for a business that does what yours does in the areas it does it.

Google’s Generative AI Tools Branching into Google Search Results

Google is expanding its generative AI tools into the search results pages (SERPs)! 😲

Up until now, Google’s been a bit reluctant to jump into the AI frenzy too quickly, citing concerns about the possibility of circulating errors or misinformation. Notwithstanding, Microsoft’s partnership with Chat GPT has effectively forced their participation.

So, as part of a new trial program, Google is integrating AI elements into its organic search results and ad placements. To be clear, the AI results will be mixed in with the regular search results, providing additional content and context for searchers.

The big topic of discussion, IMO, is how this generative AI trend will impact the overall state of SEO. What I mean is, if searchers no longer (or rarely) need to click a link, that’s gonna have a profound impact on web traffic.

That said, when compared to Chat GPT, Google still aims to remain a key source of website visitors by highlighting relevant web links, while also embracing advancements in generative AI.

Keyword Magic: Optimize Your Website SEO to Boost Your Google Business Profile Ranking Position

Google is always "Googling" you, gathering information from various online and offline sources. Your website, which is linked to your Google Business Profile, holds valuable data for them.

When you enter words and phrases, known as keywords, into Google's search bar, it's their mission and purpose to understand your query and present you with relevant results. That's why optimizing your website with the right keywords is a crucial step in boosting your Google Business Profile's ranking position.

And at the end of the day, “keywords” are merely words that can be categorized into distinct parts of speech, as follows:

• Nouns: The name of your business, its locations (e.g. counties, cities, neighborhoods, et al.), and what it offers or does. For instance, a ”real estate agent" or a “title company.”

• Verbs: Action terms like "buy," "sell," "list," "invest," "refer," "move," "relocate," and more—words that convey the dynamic actions associated with your business.

• Modifiers: Descriptive words like "best," "top," "#1," "luxury," and so on. For example, a consumer might Google: “Best REALTOR near me.”

By strategically incorporating these diverse parts of speech throughout your website, you can significantly enhance the ranking position of your Google Business Profile in crucial, high-intent customer searches.

Easy Script to Set Customer Expectations for Google Reviews Before Officially Asking

In today's business landscape, customer reviews are mission-critical – they're effectively the proof that your services are worth hiring. And when it comes to online reviews, Google reviews are the kingpin.

Even if you hit it off with a prospect at an open house, they're still likely to Google you at the first opportunity. That's why setting the expectation upfront about the importance of customer reviews is crucial. It not only demonstrates your commitment to providing top-quality service, but by setting the expectation upfront, you effectively prime the customer to make good on their implied commitment when you formally ask for a review. Don't leave your business’s reputation to chance.

So set the stage for customer reviews ⭐️ from the get-go! Plant the seed of expectation with opening scripts like: 

“I’m honored you chose me as your agent and am committed to delivering top-quality service, worthy of a 5-star (Google) review!”

Ranking Higher in Google’s Local Search Results: How Local Justifications Can Help Your Google Business

Local justifications are clues that explain why Google displays one Google Business Profile over another in local search results. These clues appear as short text snippets located below the top-ranking Google Business Profiles in the map pack. Sidebar:  a map pack is a collection of the top three ranking Google Business Profiles that are displayed together on the first page of local search results, often accompanied by a square- or rectangular-shaped bit of map.

Local justifications include verbatim (or related) keyword matches from the search query, and are often taken from reviews, the business profile's website (i.e., your domain), or the "Services" section of the business profile. Reviews are the most common source for local justifications. Bearing that in mind, businesses should focus on getting customers to use target words and phrases when they post reviews.

Rank Higher on Google: Tips for Selecting and Optimizing Categories on Your Business Profile

When it comes to optimizing your Google Business Profile, choosing the right Category is crucial. In fact, it’s effectively “pass-or-fail” from Google’s POV – regardless of how many other profile optimizations you may integrate. If you choose the wrong Category, the chances are remarkably high that Google will overlook (or demote) your profile in relevant customer searches.

To select the right Category for your business, first conduct a variety of Google searches that prospective clients may use, such as "Best Realtor in Richmond.” When you examine the search results, pay close attention to the businesses listed in the Map Pack, which appears at the top of Google's search results page and displays a map and a list of businesses relevant to the search query. To determine the primary Category of each business in the Map Pack, simply look for the Category listed directly below the business name. Some examples of categories you may see include "Real Estate Agency," "Real Estate Agent," and "Real Estate Consultant."

For example, if all the top-ranking profiles in the Map Pack list "Real Estate Agency" as their Category, choosing any other Category as your “Primary Category” is unlikely to result in Google ranking your profile in the Map Pack. So, as you search for the phrases you wanna rank on, just include the two or three categories that appear most frequently in your profile.

After that—once you have specified your Category (or Categories)—you’ll need to optimize for them. Here’s how:

• Integrate keywords on your website's home page, bio page, services pages (e.g. buying, selling, etc.), and neighborhood/community pages to reinforce your chosen categories.

• Add "Services" to your Google Business Profile and ensure that the description text effectively describes your categories without going overboard.

• Avoid overloading your Google Business Profile with too many Services, as Google may consider it "keyword-stuffing."

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Are you looking to attract more business through your Google Business Profile? If so, I have an exciting solution for you! Check out my course, "GOOGLE BUSINESS BOSS" 😎, and learn how to fully-optimize your profile for more "come-list-me" calls.

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Your potential local customers are actively searching for businesses like yours. Your mission is to ensure that they can find you!

Apple Business Connect vs. Google and Facebook: The Battle for Local Business Profiles

Apple recently introduced its new Maps product, dubbed, Apple Business Connect—which is poised to shake up the local-business profile game (currently dominated by Google and Facebook) and give small business owners a new way to connect with potential customers.

Local business owners can update/manage their profile info via the Apple Business Connect web portal:  businessconnect.apple.com. This includes important details such as hours-of-operation, location(s) and physical address(es), uploading photos and logos, special offers, and more.

Apple has no immediate plans to remove its integration with Yelp—so customers will still be able to see Yelp photos and reviews in the business place cards. That said, business owners will be able to enhance their listings with their own details, resulting in more up-to-date and richer listings. And, as a result of that, I’m guessing higher ranking in the results.

Attract More Listings: Key Strategies for a High-Ranking Google Business Profile for REALTORS®

Want to become the go-to REALTOR® in your area? Then you oughta optimize your Google Business Profile!

FACTS:  Google is (by a mile!) the top-used search engine, receiving approximately 8.5-billion searches daily. What’s crazy, though, is that roughly 46% of all those Google searches are conducted with local intent.

What I’m getting at is that potential clients are actively searching for businesses like yours in their area. What’s more, buyers tend to search Google for homes whereas sellers will more readily search for agents. So, if you want more “come-list-me” calls and listing opportunities, it’s crucial to have a strong online presence—especially on Google.

Here are some steps to help with optimizing your Google Business Profile:

• Focus on client reviews: Invite your past (and current) clients (especially sellers!) to leave reviews on your Google Business Profile. Doing so will improve your profile’s ranking and visibility and will also give potential clients the confidence they need to contact you as their REALTOR®.

• Keyword optimization: Make sure to include keywords throughout your profile (its Description, Services section, and elsewhere) that are relevant to the services you offer, such as "listing agent,” “REALTOR,” and where you do business. This will help your profile show up in relevant search results. It’s also important to dial-in keywords across your website, which is presumably linked to your Google Business Profile.

• Consistent media updates: Posting media like photos, videos, and updates on your Google Business Profile will not only keep your profile fresh and engaging, but it will also help to improve its visibility. If you’re willing to do a bit of extra work, try geo-tagging your photos to further cement your profile’s relevance in your local area.

Remember, when it comes to attracting listings, it's all about positioning your business in the best light possible. By optimizing your Google Business Profile, you'll be on your way to attracting more clients and becoming the go-to REALTOR® in your area.

Google Ad to Promote Your Google Business Profile at the Top of the Local-Pack

Wanna run a Google Ad that promotes your Google Business Profile in the highly coveted “Map-Pack” section of Google’s search results page? Say “YES!” if you’re marketing a local business!

The Map-Pack (AKA the “Local-Pack”) is a section in Google’s search results that lists the top three Google Business Profiles adjacent to a square-shaped map whenever someone searches for a type of local service. If someone runs a search like, “Best REALTOR in Charlotte,” for instance, Google will display a Map-Pack.

The money—in terms of getting FOUND by prospective customers—is in the Map-Pack because customers are generally inclined to search for a type of business versus one in particular. If a customer looks up your business by name, for instance, they’re obviously not discovering you for the first time.

Up until recently, the only way to rank in the coveted Map-Pack was to have done so organically. However, Google seems to be testing a new ad placement top-of-list in the Map-Pack.

It’s called a “Local Search Ad,” which, technically, can appear in Google Search or Google Maps. It’s different from a traditional Google Search Ad in that it directs traffic to your Google Business Profile versus your website.

To run one, just search your business name in Google to load your Google Business Profile control panel, tap the “Advertise” button, and click-through the steps in Google Ads’ guided wizard. (If you don’t see a guided wizard, then your Google Ads account is probably set to “Expert Mode,” not “Express Mode.”)

When you come to the step that asks for “Keyword Themes,” choose terms applicable to buyers and sellers who are searching for agents, not houses, for instance.

Chances are, it’ll automatically incorporate themes like “ Houses for Sale,” et al. My advise:  remove those and add in themes like “Listing Agent,” “Real Estate Broker,” and so on. The point is for your ad to place in the Map-Pack, which appears when someone searches for a type of local business, not houses for sale.

Try This if Google is Filtering Your Google Business Profile Reviews

Missing or filtered Google reviews⁉️

It’s a pretty common tale because of Google’s automatic review filter, which is ever-so super keen to filter out legitimate reviews and practically defective when it comes to filtering out the actual fake ones.

Seriously… have you ever tried to get a spam review removed? It’s darn-near impossible!

That said, here’s an approach to try if all or some of your legitimate reviews aren’t getting published.

In other words, you asked a client for a review, sent them your special review intake link, and then they submitted a review. However, unbeknownst to you or them, it was filtered by Google. Later on you might’ve followed-up asking for the review again—but they claimed they’d already done one. And, in fact, they can even see it on their end—but to anyone else, it’s “unpublished.”

If this is happening to you (and only if), instead of sending folks to your custom review intake link, try this:  perform a Google search for your business. Doing so should trigger your Google Business Profile to show in what’s known as Google’s “Knowledge Panel,” as if you’re a customer searching for your business organically.

From there, copy the URL in your browser, which will preserve your search query that triggered your profile to display in Google’s results page.

Finally, send THAT link to customers and ask them to manually select the “write a review” button about midway down your profile’s “Knowledge Panel.”

Typically Google filters reviews when it suspects a business is using some unfair means to procure them—like paying for them, for instance. It’ll mark ‘em as SPAM and then they’ll be unpublished.

Between you and me, though, Google’s a downright lousy judge of what is or isn’t a SPAM review. Kind of like my dog (Rosie 🐶) losing her ever-loving mind whenever a squirrel 🐿 glances at her funny—like it’s plotting to steal her bone 🦴… but  I digress.

This isn’t a guarantee by any means, however, it removes you, the business owner, from the equation. You may also wanna peruse Google’s official review policies. Here’s a link to do so: https://bit.ly/3ReseG1.

Google “Retires” the Google Business Profile Manager, Replaces with Control Panel

Google took something away they said they wouldn’t…

If you’re a local business, you probably don’t need any reminding of the importance of your Google Business Profile. It’s the gateway into getting discovered in Google search results by prospective customers. E.g. “Best Realtor in _____” and those types of search queries—the “money searches,” if you will.

Historically, you’ve edited and managed your profile via a backend dashboard and portal, dubbed, the “Google Business Profile Manager.” Everything was in one convenient spot! But now it’s different.

Roughly a year ago, as you may recall, your “Google My Business” listing was renamed a “Google Business Profile.” No sweat, though— it was just a name.

Sidebar:  despite the total rebranding of “Google My Business” to “Google Business Profile,” the mobile app wasn’t discontinued until this past Summer.

That’s when things really started to change. At that point, Google provided users with a means to manage their profiles directly in Google Search or Maps, on desktop or mobile.

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Looking to go fully-optimize your Google Business Profile to attract more business in 2023 (from sellers, especially)? Then check out my new course, GOOGLE BUSINESS BOSS 😎:  More "come-list-me" calls from your Google Business Profile.

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All you’d have to do is Google search for the name of the business (e.g. “Felicia Lewis Group, San Diego, CA” or whatever word-phrasing normally triggers your profile to populate) and a control panel would instantly appear directly in Google’s search results page.

So then, here we are… Google said it wouldn’t do away with the Google Business Profile Manager, but it lied/fibbed/bluffed/changed-its-mind/whatever-term-best-describes-it. Point is, the Profile Manager is gone.

The good news, however, is that (nearly) all the functionality and terminology is the same — it’s just accessed directly in Google Search or Maps.

One lost feature, though, is that the built-in “Google My Business website” has been removed. Of course, you’re still able to link to your business’s domain/URL, no problem.

Also, if you manage multiple Google Business Profiles, you can still access them via business.google.com -- only, if/when you select any of them, it’ll open up a new browser tab and you’ll be in the same control panel as everyone else.

Seller-Focused Marketing: “ Your Home Deserves the Spotlight”

During a coaching session last week one of my clients said he’d received three “come-list-me” calls from ON-MARKET SELLERS 🏡 who were looking to make a change in representation. Be warned… sellers aren’t waiting for listings to expire to replace ineffective listing agents (even if it isn’t the agent’s fault, per se).

They all said they’d looked him up online and got the sense that he prioritizes marketing — which is what they all cited as the likely culprit of their nonsuccess.

For instance, they Google-searched the “best realtor in____,” his Google Business Profile ranked, they perused his reviews, clicked and surfed his website, and even looked him up on Instagram.

Customers are doing WAY more than just Googling businesses these days. It’s a full forensic audit 🕵️ of your online presence. When customers look you up, will they say about you what they said of my client?

My advice:  show sellers what they’re missing in your marketing. (Constructively… don’t ⛔️ go off hating on other agents.)

For example, try out a tagline like this: “Your home 🏡 deserves the spotlight.” Integrate it across ALL your marketing channels:  videos, postcards, ads, billboards, emails, referenced in reviews, PDFs, website headings, you name it. Make it your own, standardized program for sellers. Why? Because sellers expect more... so show ‘em what they’re missing!

Just talking linguistics for a moment… In the book “BUILDING A STORYBRAND,” author Donald Miller discussed the difference in addressing external problems versus internal problems in your marketing communications.

• External Problem:  the property is sitting and needs to sell

• Internal Problem:  the agent should do whatever it takes

We could probably tweak the language of those problems, but I think the point conveys. Using words like “deserves” addresses an internal dissonance—that something isn’t as it could or should be. YOUR home DESERVES the spotlight.

TikTok Search VS. Google Search: a new era of SEO?

Bold prediction:  TikTok is and isn’t going to replace Google as the dominant search engine.

Per a Google exec, approximately 40% of 𝚢𝚘𝚞𝚗𝚐 𝚙𝚎𝚘𝚙𝚕𝚎 when looking for a lunch🌮spot, for instance, don’t go to Google Maps or Google Search. – they search on TikTok or Instagram. But there’s a catch…

And it isn’t just TikTok and Instagram encroaching on Google’s search-supremacy turf. For instance, 55% of product searches start on Amazon. And, let’s not forget about YouTube (Google-owned), which has been steadily gaining search volume year-over-year.


It’s funny… Whenever I post something about the importance of Google Search on TikTok, I always get angry comments about how TikTok is a more popular search engine and Google’s dead 🙄… blah blah blah. Not quite!

First off, that sort of commentary conflates terminology. TikTok isn’t the same type of search mechanism as Google. Google uses a more scientific process for ranking results by order of relevance. It’s an 𝘦𝘹𝘢𝘤𝘵-𝘮𝘢𝘵𝘤𝘩 𝘮𝘰𝘥𝘦𝘭 whereby I ask and it answers. TikTok, on the other hand, isn’t quite so linear. It’s more of a visually immersive “discovery engine.”

In other words, users don’t search as if TikTok’s a calculator solving a math problem. They search, in a way, without expectation—that is, they’re not necessarily looking for an “exact match,” which definitely signifies a behavioral shift in online search. Granted, if you’re hungry and looking for a lunch spot nearby, surely there’s some expectancy in terms hoping to find some decent dining options.

Nonetheless, relevance on TikTok is more about social influence—i.e. what a user thinks about a business’s posts or infers about that business by way of other users’ posts about it—versus Google’s system of empirically ranked results.

To be honest, though, I’d argue that method of usage is functionally no different than placing confidence in online reviews. What I mean is, searchers will still have to be able to find 🔎 that business on TikTok in order to decide whether or not  they vibe with it. I suppose TikTok search is more like a magic 8-ball… the results are a bit of mixed bag versus “exact-match”—and maybe that’s the fun of it.

Again… there’s this big debate that TikTok is a more popular search engine than Google and that it’s a totally new way of discovering businesses and content. While TikTok is definitely gaining adoption as a search platform, Google still reigns supreme. What’s more, online search still is and has been a two-step process:  A. find options, B. pick one.

So… here’s the moral of the story:  as the titans of search and social fight🥊 it out, keep making content and publishing it everywhere!—videos, blogs, reviews, and more! Be relevant no matter where customers may find and “vibe with” you.