Traditionally, SEO was primarily about keyword optimization and links and ranking well on search engines like Google and Bing. As SEOs, we must adapt and expand our skillset to stay relevant in the ever-changing world of organic search. While Google remains the dominant player in the search engine space, optimizing for non-traditional search engines is essential for effective SEO. And with the right approach, you can expand your reach on TikTok with a lower investment than traditional search engines. Search engines use AI and ML to understand user intent and deliver more relevant search results.