The ongoing discussion about whether TikTok qualifies as a search engine remains a divisive topic within the SEO community.

But here's the reality – users aren't concerned with technical definitions. For many, particularly younger demographics, TikTok has become a primary destination for searching and discovering information.

While we debate terminology within our professional circles, brands that overlook TikTok in their search strategies may miss out on critical visibility and engagement opportunities.

Let’s examine why users disregard our industry jargon and increasingly treat TikTok as a search platform.

Changing dynamics of search

Traditionally, SEOs define a search engine as a system designed to perform web searches by crawling and indexing pages based on keywords, backlinks, and other ranking factors. Google and Bing are classic examples, returning results in a structured list format.

However, the nature of search is rapidly evolving. While we're caught up in debates over which platforms qualify as "real" search engines, users are simply searching—across multiple platforms.

This shift extends beyond the technology behind search tools to include how they function and present results. Platforms like Siri, Alexa, TikTok, Pinterest, Reddit, ChatGPT, Gemini (formerly Bard), and SGE all represent this new paradigm.

Platforms not traditionally viewed as search engines now fulfill similar functions to Google or Bing—and users see them as such. If these platforms help people find what they’re looking for more effectively than traditional search engines, then maybe it's time for SEOs to reconsider our definitions.

And I’m not the only one who sees it this way.

According to WARC’s 2023 Consumer Trends report (subscription required), 48% of Gen Z users prefer algorithm-driven social networks over traditional search engines when researching brands, products, or services—compared to 44% who use standard search engines.

This trend suggests an expanded definition of what a search engine can be. It also signals a need for innovation in how we approach search marketing and platform-specific strategies.

At the heart of this change is user behavior. How people look for information has fundamentally shifted.

There is a growing demand for fast, concise, and visually engaging content—especially among Gen Z and Millennials, two key audiences for many marketers.

We’ve all heard the quote from Prabhakar Raghavan, Senior VP at Google: “40% of young people, when they’re looking for a place for lunch, they don’t go to Google Maps or Search. They go to TikTok or Instagram.”

Younger users value the speed, convenience, and relatability of these platforms, often favoring the visual storytelling and interactive elements offered by TikTok.

Dig deeper. Survey: 51% of Gen Z women prefer TikTok, not Google, for search

Modern SEO: Reaching users where they are

A user might choose TikTok over Google to find a cooking tutorial because they’re looking for more than just a written recipe.

They may want to experience the process visually, enjoy a more engaging format, or connect with a creator they follow. Some searches are better suited to video-based explanations or real-time demonstrations.

Search engines today must do more than index web pages—they must meet users in the environments and formats they prefer. Even Google acknowledges this shift.

To compete with platforms like TikTok, Instagram, and Reddit, Google launched “Perspectives” to provide more diverse, experiential content directly in search results. Google has also begun testing TikTok-style videos in SGE and featured snippets.

Additionally, Google has updated its E-E-A-T framework to emphasize first-hand experience, a major reason users turn to platforms like TikTok in the first place. This update shows Google’s commitment to delivering more relatable and trustworthy content.

Dig deeper: The modern search landscape: How and where to reach your target audience

What truly matters

Debates over semantics won’t move the needle for brands. What does matter is where your audience is searching.

No matter how much we argue that TikTok isn’t a search engine, if your audience is using it to find answers and your brand isn’t there, you’re missing out.

Instead of clinging to rigid definitions, focus on where your audience is actively seeking information. Build your strategy around those platforms.

If that means developing a TikTok search strategy, so be it.

If focusing solely on Google delivers the best ROI for your brand, then double down there.

Or perhaps both—adopting a comprehensive “search everywhere” mindset.

The key takeaway is not to dismiss a platform simply because it doesn’t fit your current understanding of a search engine. While we debate, competitors are capitalizing on this shift and gaining ground.

As always, our role isn’t to tell users where or how to consume content. Instead, we must respond to their behaviors and deliver content in the formats and platforms they prefer.

In a world where the search universe is expanding, that means meeting users where they already are—on the platforms they’re using to search.

Dig deeper: Search universe analysis: A deep dive

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