# The TikTokification of Search: Why the Creator Model Is Replacing the Ranking Model Google is adopting the user retention strategies of creator platforms. - **Source:** [Moz Blog](https://moz.com/blog) - **Published:** 2026-07-23 - **Topic:** [Marketing](https://brifing.si/c/marketing) - **Original article:** - **On Brifing:** https://brifing.si/s/8dbd1426-1b29-4863-846a-cd44a23b703e ## Foundations 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. ## Changing 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. ## The 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. ## Instagram 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. ## Google's New Model In AI Mode, Google guides users with follow-up queries and deep exploration, similar to how creator content retains attention. ## The 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. ## Implications 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. ## Google Creator Profiles Google aggregates creators' content from different platforms into public, followable profiles, allowing users to follow creators directly within Google. ## Tools and Metrics Search Console has added reporting for social and video platforms, giving publishers visibility into their performance across these surfaces. ## The Barry Schwartz Example Barry Schwartz, editor of Search Engine Roundtable, has over 670k followers on his Google profile, showcasing the impact of creator profiles. ## Third-Party Tools Third-party tools like kgmid-gp.pojda.dev and rankit.fr help content creators find their Google profiles. ## The Future of SEO Google is building the technical foundation to operate as a media platform, shaping the future of SEO. ## Sources covering this story - https://moz.com/blog/tiktokification-creator-model — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._