Welcome to Volume 127
In this week’s newsletter, we cover:
- TikTok is coming for the search giant
- The strategy Bankrate used to build a $76.3M SEO moat
- And more
Let’s jump in.
TikTok is coming for the search giants
Google is feeling the heat from different corners of the industry.
On one hand, there’s OpenAI capturing more users’ attention and Microsoft Bing making a comeback as a result. On the other hand, there’s TikTok transforming into a search engine.
Now TikTok is testing search ads on its platform so more individuals and businesses can target and convert users better through the terms they use to search for solutions.
Every time users search for a keyword, the TikTok algorithm makes recommendations similar to Google. There’s the “others searched for” feature that is similar to Google’s People Also Ask section, results with the “Sponsored” similar to Google paid search results, and other organic results.
For marketers, this means TikTok search optimization will become something you can’t ignore. Keeping search intent in mind when creating and distributing engaging, helpful content is critical if you want to get more eyes on your TikTok content and sell more.
You should keep in mind that even though TikTok is primarily a video-sharing social media platform, it still has a search function that allows users to search for specific content, hashtags, and profiles. Here are some best practices for TikTok SEO:
- Use relevant, niche-specific, and benefit-driven hashtags that best describe the value your content offers.
- Add captions and descriptions to hook and give both viewers and the TikTok algorithm additional context.
- Include relevant keywords and phrases in your captions and descriptions to increase the visibility of your content.
- Collaborate and tag other creators for more visibility.
- Post regularly, ideally several times a week, to attract new followers.
- Use TikTok’s built-in analytics tools to analyze your performance and identify areas for improvement.
For Google, TikTok’s search ads feature will impact its ad revenue, as millions of people and businesses already use the addictive platform. TikTok also has a younger demographic with a large percentage of users in the 18-34 age range. If your product or service is geared towards this age group, you’re better off using TikTok search ads than Google search ads.
Also, TikTok users tend to spend more time on the platform than Google search users spend on search engines. This means that TikTok ads have a greater potential to reach users who are more actively engaged and spending more time on the platform.
Plus TikTok already allows for more creative expression, so its ads should be more visually engaging than Google search ads. This will certainly help capture the attention of users, increase engagement with the ad,
We know Google has tried to maintain its position as the market leader with many updates, but if it is unable to keep up, TikTok, OpenAI, and even Microsoft, the search engine will lose a significant portion of its market share.
Become an Insider today to access the full BRICK report, exclusive B2B SaaS growth, SEO, & content case studies, and other resources.
The BRICK report is a goldmine for C-suite executives and marketers.
We cover critical issues such as the importance of product vs. brand, the impact of social media channels on revenue, and the relationship between blog posts and traffic. The full report is only available to Lab Insiders.
The Strategy Bankrate Used to Build a $76.3M SEO Moat
Bankrate launched its first website in October 1996.
From 1996 until the acquisition, the website drove 8.4 million organic sessions every month, with a whopping $30.6 million in traffic value.
After its sale to Red Ventures, Bankrate grew to become one of the top ten finance websites in the United States, with its organic search traffic value more than doubled. Paid ads drive only 1.3% of Bankrate’s traffic. The remaining 98.7% is from organic channels, with organic search leading the way.
If you’re curious about Bankrate’s SEO success story, you should check out our latest case study. We break down how Bankrate built an SEO moat that generates millions in traffic and paved the way for a billion-dollar acquisition.
See how Bankrate built an SEO moat worth $76.3 million
B2B NEWS YOU SHOULD KNOW:
✍️🏽 LinkedIn is launching an AI-powered writing assistant for people who want to improve their profile and for recruiters writing job descriptions.
💰 T-Mobile plans to acquire Ryan Reynolds’ Mint Mobile for $1.35 billion in a cash and stock deal, with the final price depending on how the brand’s parent company performs before the official sale.
📌 OpenAI rolls out GPT-4 which has more creative capabilities and the ability to handle more nuanced instructions than GPT-3.
🥷🏽 Google is taking on OpenAI as it introduces a new API for PaLM, its advanced language model. This API will allow businesses and developers to build custom chatbots and more.
BRAIN FOOD OF THE WEEK:
Why do people spend so much time on TikTok?
What’s so addictive about its feed that makes users lose track of time while engaging with content on the app?
TikTok released a research paper that details how the algorithm works. Shaped.ai also did a detailed analysis of the report to show what makes TikTok’s algorithm one of the best.
HIRING BRILLIANT B2B MARKETERS:
TWITTER THREAD OF THE WEEK:
10 ways you can start using GPT-4 today by Zain Khan
LINKEDIN POST OF THE WEEK:
Your content engine will always fail to perform because of these things by Mina Mesbahi
NICE FINDS YOU SHOULD BINGE
- 9 Places to Source Authoritative Stats for Your Content Marketing by Ann Smith
- Launching a Free Product to a Skeptical Customer Base by Gary Yau Chan
- B2B SaaS Marketing: Everything You Need To Know by Chris Meabe
WHAT WE’RE WIRED INTO THIS WEEK 🎧:
Tamara Dworetz on Leading Creative Genius as a Conductor (Create Like The Greats)
This charcuterie board of insights is brought to you by me, Jessica Tee O. ✌🏾!