Search Happens Everywhere: TikTok, YouTube, and Beyond

Google handles billions of daily searches, but that represents only about 20% of total search behavior across the web. The remaining 80% happens on Instagram, YouTube, Amazon, TikTok, and other platforms. Treating Google as the only search engine means ignoring most of the search market.

How Search Behavior Has Changed

Around 40% of Gen Z users skip Google entirely when looking for lunch spots or product recommendations. They open TikTok or Instagram and search there instead. Video-based “visual search” feels more natural to them than reading text results.

For anyone building web presence, this shift means SEO now stands for “Search Everywhere Optimization.” Ranking in Google search results matters, but so does appearing in TikTok searches, YouTube recommendations, and Instagram explore pages.

Video SEO Technical Details

Platform algorithms read videos the same way they read web pages. They extract meaning from multiple sources within the video file, and optimizing these elements determines whether your content surfaces in searches.

Filenames matter. Before uploading, rename files from generic camera output like MOV_1234.mp4 to descriptive keyword-rich names like how-to-fix-dry-skin.mp4. Platforms use this metadata for ranking signals.

Spoken words get indexed. YouTube and TikTok transcribe audio automatically. When you say keywords aloud in your video, algorithms can match that content to relevant searches. Upload SRT subtitle files for extra accuracy, or at minimum verify that auto-generated captions correctly capture your key terms.

On-screen text gets read. Platforms use OCR to extract text visible in video frames. Adding text overlays with target keywords helps algorithms understand and categorize your content.

Descriptions and hashtags drive discovery. Front-load descriptions with core keywords in the first two sentences. Use relevant hashtags to help the algorithm place your content in the right categories.

Short-Form Video Strategy

TikTok, YouTube Shorts, and Instagram Reels share high virality potential. Extract clips from longer content to create 15-60 second versions. One production effort, multiple platform distributions.

Create answer-based content targeting specific questions. Use tools like AnswerThePublic to find what people search on these platforms, then make short videos that directly answer those questions. Tutorial content ranks especially well in search results.

Initial momentum matters enormously on YouTube. Push hard in the first 24 hours after upload through email lists, communities, and direct messages. Strong early performance signals to the algorithm that the video deserves broader distribution.

Comments drive TikTok reach. Engagement in the comments section, even controversial discussion, signals active interest and triggers more algorithmic distribution.