This is a recording of a talk given at the International Search Summit Barcelona 2025. 74% of Gen Zs and 49% of Millennials use TikTok for search, while 23% of users are searching within the first 30 seconds of opening TikTok. In this talk, Sam Gillies from Nonsensical breaks down what TikTok SEO really means in 2026, from mastering keywords and captions, to leveraging trending formats, native behaviors, and in-app search intent. You will learn how to identify high-impact keywords using TikTok's own data, optimize video structure and metadata for discovery, and build a content system that ranks and converts.
