Sunday Soma Brief #13: Search Everywhere (TikTok is the New Google)

The Confession: I’m writing this while navigating the streets of Tokyo and the coast of Bali, and here is a reality check: I haven’t used a traditional search engine once this entire trip. My itinerary—from the hidden sushi counters in Shibuya to the villa I’m staying in right now—was curated entirely through TikTok. Even the outfits I packed were "searched" and vetted via short-form video. If I’m bypassing Google to plan an entire international life, your customers are doing the same for their local needs.

The Reality Check: Social media has evolved into a community-first discovery engine. People aren't looking for "viral" content anymore; they are looking for authority and visual proof of work. If a traveler can find a boutique hotel via a 15-second clip easier than a 1,500-word blog post, they will. This is why our Case Studies now focus as much on "Social Searchability" as they do on traditional SEO.

The Soma Take: You need to optimize your social handles for search intent, not just "likes." If someone types "Apothecary Chicago" or "Event Photographer" into TikTok, you need to show up as the authority before they ever think to check Google.

This Week’s Execution Checklist:

1. Bio Audit: Include your city and primary service in the first line of your IG/TikTok bio (e.g., "Chicago Marketing Strategist").

2. Caption SEO: Use 2–3 high-intent keywords in the first sentence of your next 5 captions so the algorithm knows exactly where to "file" you.

3. Keyword Search: Type your service into TikTok search. See what "Suggested" terms pop up in the search bar and use those as the text overlay in your next video.

Want to see how we bridge the gap between social and search? View our Case Studies.