Tag Archive for: Optimisation

The Rise of TikTok SEO And Why PRs Should Care

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Google it? Nah. These days, it’s more like ‘TikTok it’.

From recipes and skincare to date night ideas and restaurant reviews, TikTok is fast becoming the go-to search engine for Gen Z. And no, that’s not an exaggeration – data shows that 74% of Gen Z internet users use TikTok for search and 51% favour it over Google.

So, what does this mean for PRs? Basically, if your campaign content isn’t showing up in TikTok searches, you could be completely invisible to one of the most engaged audiences out there.

 

What’s TikTok SEO?

It’s pretty much what it says on the tin – optimising your content so it can be found on TikTok search. Think hashtags, keywords in captions, on-screen text, trending sounds, and even comment section strategy. The algorithm loves context and interaction – so whether it’s a brand collab or a press story, you need to think search first, scroll second.

 

Why Is TikTok SEO a Big Deal?

Because TikTok isn’t just where people hang out anymore – it’s where they decide.

Whether it’s “best vegan restaurants in Liverpool” or “quiet coffee shops for studying”, TikTok is now the discovery zone. People aren’t just consuming content passively – they’re actively searching, comparing, bookmarking.

And from a PR standpoint? That’s a golden opportunity to put your brand, client, or message right in front of someone who’s already looking for what you do.

 

So… What’s TikTok SEO Got To Do With PR?

If we’re honest, most PRs have spent years perfecting the art of the press release. We’ve nailed the “So What?” headlines and the perfect news angle. But we now need to start thinking in terms of scroll speed, sound bites and what people type into TikTok when they want answers.

 

How Can Businesses Use TikTok Strategically?

If you’re still seeing TikTok as just a lip-syncing app, it might be time to rethink your strategy. Businesses of all sizes are now using TikTok  brand storytelling, customer service, product demos, recruitment – you name it.

Whether you’re a B2B software company or an artisan bakery, here’s where TikTok can fit in:

  1. Be discoverable
    Just like you optimise a press release headline or a blog for search engines, TikTok content needs to be keyword rich. That means knowing your audience, anticipating their search queries, and weaving them naturally into your posts.
  2. Educate and entertain
    Explainer-style content performs incredibly well – think “3 things you didn’t know about…” or “Behind the scenes of…” These kinds of videos not only answer search queries but build trust.
  3. Showcase real people
    Whether it’s your team, your customers, or creators you collaborate with, authentic, face-to-camera content feels more personal – and more persuasive. Don’t worry too much about it being polished. TikTok isn’t Instagram, and that’s kind of the point.
  4. Join the conversation
    React to trends or stitch popular videos with your brand’s take. This is where PR skills really come in – understanding when to jump in on a topic, when to sit it out, and how to position your voice without sounding out of touch.

 

The Face of TikTok?  It’s Definitely Not a Robot

This isn’t about hacks or gaming the algorithm – it’s still about people, stories, and strategy. TikTok might be driven by AI, but the content that works still relies on understanding how your audience thinks, what they care about, and how they talk.

PRs are natural storytellers, and TikTok SEO is just another way to make sure those stories are actually heard. It’s where media insight meets creative flair – and yes, maybe a trending sound or two.

 

Not Sure Where to Start?

If it all feels a little too Gen Z, don’t worry – we’re not about turning your brand into a dance challenge.

At Source, our team of skilled professionals are experts in helping businesses step confidently into new platforms. Whether you need help planning your TikTok strategy, refining your messaging, or simply making sense of what this all means for your brand – we’re here to help you take the next step.

Want to find out how we can help your business? Drop us a line here

5 REASONS TO USE A PPC MARKETING AGENCY POST-LOCKDOWN

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As the UK eases out of lockdown, and more businesses open their doors again in the ‘new normal’, many are likely wondering how to get customers to trust it’s safe to visit again, and how to boost sales after months of inactivity. The truth is, there are many ways in which you can rebuild your brand’s trust and also introduce it to new potential consumers. One thing you might consider, is a PPC marketing agency.

PPC is otherwise known as ‘Pay-Per-Click’ and is a paid advertisement where the fee is worked out by the number of times a link has been clicked on. Most commonly, PPC is seen on Google, which merges with YouTube too. PPC usually works well when running alongside paid social, another method worth considering for your marketing strategies.

PPC can be an effective marketing tactic, no matter your budget. It’s also an advertising option applicable to most, if not all businesses. You could be a small company, or large-scale corporate, and PPC would still likely bring about measurable benefits to your business.

5 Benefits Of Using A PPC Marketing Agency

So, why use PPC? And moreover, a PPC marketing agency? A PPC marketing agency is a business that offers PPC advertising services to other businesses. They sometimes also offer other services too, such as paid social, SEO and more. An agency can sometimes be utilised instead of an in-house team, or can work alongside them. Here are 5 reasons why you might consider PPC now your business is back up and running…

  1. You’ll get easy-to-measure results

One of the best things about PPC advertising, is that you can measure and track your results, pretty much from the word ‘go’. If utilising PPC through Google, you can use data studio to record KPIS such as clicks, goal completions and conversions. If you marry your PPC strategy up to your Google Analytics too, you can also check bounce rates and more. You can see what elements of your campaign is working and also see the results right before your eyes – putting more faith in PPC.

  1. You can reach your target audience

PPC is also a popular marketing choice as you can target your audience with algorithms. With keyword research, you can identify what your potential consumers are searching for and then target them with your PPC strategy. This is particularly worth thinking about when 95% of clicks go to the top 4 results on the search page – 3 of which are ads. A PPC marketing agency will know how to effectively locate target keywords and then utilise them within a PPC strategy.

  1. Refining your strategy is easy

As mentioned above, tracking your PPC results is easy. As such, refining your methods are too. If you find out something isn’t working, then you can turn that element of the ad off. You can use trial and error to test keywords and home in on the tactics that are succeeding and driving the most conversions.

  1. Learn from other businesses

A big benefit of working with a PPC marketing agency, is that they will likely have experience in a wide range of fields. If you opt to work with a company that has B2B as well as B2C clients, then you can discover what’s worked well for them, and how that could benefit your own PPC strategy.

  1. Work with experienced professionals

Lastly, one of the main reasons why companies choose to use a PPC marketing agency, is because they are experts in their field and have a wealth of experience. When working with an agency, their bread and butter is the service they offer. Furthermore, there’s usually more than one person working on your account.

PPC marketing agency statistics for 2020

Credit: Econsultancy

Other Marketing Strategies To Use

Marketing works best when you focus on more than one tactic, working towards the same outcome, using different strategies. This is what’s known as a marketing strategy, and it can be the key to a successful business in a post-lockdown world. Whilst there are many benefits of using a PPC marketing agency, you might want to consider an integrated agency that offers the whole hog. Other tactics well worth considering, and all for different reasons, include…

If you’re looking for a PPC marketing agency, that has experience in the fields above too, then why not give us a call? We are a PR, marketing and digital agency with a whole range of skills – we can help with your PPC advertising goals, as well as use our other expertise to help your business thrive in a post-lockdown world. To get in touch, give us a call on 01829 720 789, or contact us online.