The TikTokification of Search: Why the Creator Model Is Replacing the Ranking Model
Google is adopting the user retention strategies of creator platforms.
1Foundations of Traditional SEO
Traditional SEO was based on assumptions that users knew what they wanted before searching, answers were in a single document, and clicks signaled satisfaction. These assumptions are now becoming obsolete.
2Changing User Behavior
According to SparkToro's analysis, 68% of Google searches in the U.S. end without a click. Users now find satisfaction through follow-up queries and deep exploration within the platform.
3The Impact of Creator Platforms
Platforms like Instagram and TikTok retain users within their walls. Google is adopting this strategy to keep users engaged within its ecosystem.
4Instagram and TikTok's Approaches
Instagram retains users with content they follow, while TikTok's algorithm tests content with a small user sample and amplifies it based on engagement.
5Google's New Model
In AI Mode, Google guides users with follow-up queries and deep exploration, similar to how creator content retains attention.
6The Interest Funnel
In AI Mode, responses generate interest, which may lead users to a creator's or brand's website. The focus is on retaining interest until the user is ready to act.
7Implications for SEO Professionals
For SEO professionals, this shift is uncomfortable. Optimizing for clicks is no longer the goal; being part of the interest flow is.
8Google Creator Profiles
Google aggregates creators' content from different platforms into public, followable profiles, allowing users to follow creators directly within Google.
9Tools and Metrics
Search Console has added reporting for social and video platforms, giving publishers visibility into their performance across these surfaces.
10The Barry Schwartz Example
Barry Schwartz, editor of Search Engine Roundtable, has over 670k followers on his Google profile, showcasing the impact of creator profiles.
11Third-Party Tools
Third-party tools like kgmid-gp.pojda.dev and rankit.fr help content creators find their Google profiles.
12The Future of SEO
Google is building the technical foundation to operate as a media platform, shaping the future of SEO.