1. TikTok: The Visual Search Engine for Gen Z and Gen Alpha
TikTok has rapidly evolved from a social entertainment app to a primary discovery engine. Users now treat the search bar like Google—looking up things like “best cafes in Surry Hills” or “how to make viral content.”
TikTok’s algorithm promotes content that is engaging, localised, and authentic—making it an ideal channel for small businesses to gain organic traction.
How to Optimise for TikTok Search:
- Create short, keyword-rich videos that solve specific problems (“SEO tips for plumbers”)
- Use trending sounds and niche hashtags
- Include search-friendly captions like “Best Digital Marketing Agencies in Australia”
- Add text overlays that include long-tail keywords
Stat: TikTok content with “how to” in the caption has seen a 127% increase in views YoY (TikTok Trends Report, 2025).
2. ChatGPT, Perplexity, and AI Chat Search
AI-powered assistants are becoming gatekeepers of discovery. Millions of users now ask tools like ChatGPT:
“What’s the best solar panel brand in Australia?”
“Compare top-rated family lawyers in Parramatta.”
The results they receive are not paid ads or traditional links—they’re summaries based on real content pulled from across the web.
How to Optimise for AI Search:
- Write high-quality, helpful, factually accurate blog content
- Use structured data (like FAQ schema and HowTo markup)
- Get brand mentions and backlinks from high-authority sources
- Provide clear, verifiable information with expert attribution (E-E-A-T)
Stat: According to OpenAI, over 100 million monthly active users now interact with ChatGPT, with 40% using it for product and service recommendations.
3. Amazon & Marketplace Search Engines
For product-based businesses, Amazon is no longer an optional channel—it’s a search engine in itself. Customers trust Amazon’s results, filters, and reviews more than they trust Google’s shopping ads.
How to Optimise Amazon Listings:
- Use keyword-rich product titles and bullet points
- Add high-quality images and A+ Content
- Encourage verified reviews and respond to questions
- Track competitor listings using tools like Helium 10 or JungleScout
Stat: In 2025, Amazon accounted for 71% of all product searches in Australia and the US.
4. YouTube: Searchable, Evergreen Video Content
YouTube remains one of the top 3 most-used search engines globally. From DIY tutorials to brand reviews, users trust video content to guide purchase decisions and learn about services.
How to Leverage YouTube for Search:
- Optimise video titles and descriptions with relevant keywords
- Include timestamps and keyword-focused subtitles
- Answer niche questions your customers are Googling
- Add CTA overlays to drive traffic to your website
Stat: YouTube “how-to” content saw a 34% increase in search demand in the last 12 months (Think with Google, 2025).
5. Reddit & Community Platforms
People trust other people—and Reddit has become a go-to place for unfiltered recommendations, especially in B2B, SaaS, tech, health, and service-based industries.
How to Build Visibility on Reddit:
- Answer questions in relevant subreddits (e.g., r/marketing, r/AskAustralia)
- Share expertise without sounding promotional
- Link to your content when it adds value
- Monitor brand mentions and engage authentically
Stat: Reddit has over 500 million monthly visitors, and 80% say it’s where they go to research niche topics and brands.
How to Build a Multi-Platform Search Strategy
To keep up with changing consumer behaviour, your SEO and content strategy must evolve. Here’s a simple 5-step framework:
✅ Step 1: Audit Your Presence Across Search Ecosystems
Check how your brand appears (or doesn’t) across TikTok, YouTube, Amazon, Reddit, and ChatGPT responses. Look for gaps.
✅ Step 2: Create Platform-Specific Content
Don’t just repurpose content—tailor it. Short-form videos for TikTok, long-form for YouTube, expert-led blogs for AI search visibility.
✅ Step 3: Invest in Local and Niche SEO
Build service pages, FAQs, and location-based content that answer questions specific to your community and audience.
✅ Step 4: Use UGC and Reviews to Build Authority
Social proof is a top ranking factor on TikTok, Amazon, and even in ChatGPT citations. Encourage real customer testimonials.
✅ Step 5: Measure What Matters
Use GA4, social insights, and AI monitoring tools to understand where your traffic is coming from—and how it’s changing.
Final Thoughts: Be Where People Are Actually Searching
In 2025, the future of search is fragmented, dynamic, and hyper-personalised. Google is still important—but it’s no longer the whole story.
If you want to stay visible, build trust, and convert searchers into customers, you need a multi-platform, intent-first strategy.
At Digital Presence, we help brands do just that—from SEO for AI and TikTok content creation to Google Business optimisation and content strategy.
Need help adapting your SEO strategy for the new era of search? Call us today at 1300 867 726 or visit our website!
Let’s make sure your brand is showing up—where your customers are actually looking.
