The debate around whether TikTok should be considered a search engine continues to divide the SEO community. Let’s explore why users aren’t interested in our jargon-fuelled definitions and why they treat TikTok as a search engine. The shift in search engine dynamicsAs SEOs, we traditionally see a search engine as a system designed to conduct web searches. Ultimately, we should prioritize activations on the platform that best meets our brand’s strategic needs and develop search content there. The key here is not to turn down a platform because it doesn’t meet your definition for a search engine right now.