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#180 SEO en Tik Tok para negocios locales · Negocios Locales

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Local business. Episode 180, very good morning and welcome one more week to
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local businesses. Today, June 12th, two thousand twenty- four. This
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podcast is a weekly space where we look for local businesses to get more customers
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and more business thanks to the improvement of your positioning and visibility on the Internet.
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For those of you who don' t know me. My name is
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Laura Alfonso I am an ASEO consultant specializing in business with physical establishments. I
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welcome you to this program a space where every week we talk about your Google
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date, buwness profile, the web, user search intentions, reviews, digital
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analytics, links or artificial intelligence, with the sole objective of making your local
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business more visible on the Internet thanks to the improvement of your search engine positioning.
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And what we' re going to talk about this week, because we
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' re going to talk about how dwarfs are growing on Google, and that
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' s because since the launch of their artificial intelligence search engine, the AI
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Overviews, criticisms don' t stop. We talked about it in previous episodes.
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But the point is, apart from that, we find that new statistics
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have come out that say how the younger profile user does not use Google to
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perform searches, but what Stiktok uses. We will analyze in detail all this
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information and then give advice on how to do it precisely in Tiktok. But
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before you start, I remind you that you can subscribe to the news letter
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of local business And how, then, the laural Alfonso com Barran is letter
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link in the notes of the program and with this new one after first hand
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information of the news that happen week week and that does not give me time
2:06
to address in this episode, so wait no more and sign up and where
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you must also subscribe to this podcast to local businesses from your favorite podcast platform,
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because in that way you give me more visibility and help me to make
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this podcast sustainable in time. And now we' re going with the theme
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of the week when we were talking about s G, that SG if it
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' s no more or less than the previous version of AI over Views is
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what was called the search engine' s test mode based on my artificial Google
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intelligence. Well, then, when we were talking about SG and it was
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beta mode within Google Labs, different studies that were carried out told us that
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the results generated by AI appeared between eighty and ninety percent of the searches.
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Little by little, this percentage was decreasing and now, after the official release
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of AI over Views hol A reduced the visibility of this module, although it
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varies according to the vertical business. According to Brit et less than fifteen percent
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of keywords now generate descriptions based on artificial intelligence. Look at the difference of
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less than fifteen percent compared to eighty- ninety percent in the tabo phase.
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Be that as it may, we add that the Lily Ray toilet has observed
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that the links that appear in the descriptions of the AI module are often links
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that lead to inactive sites or that respond to four hundred or five hundred low
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quality sites that are already carried out, for example, parasites practices. I
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know that on other occasions we have talked about low- traffic sites, publications
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in laughed cure that are very old, even up to twelve years ago.
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Content very biased because they are websites that seek to talk only about their products
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to sell them and, therefore, the comparatives that they do, as they
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are very biased and even content that supposedly should prevail et because it talks about
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issues gloss Monkey and yor Life and that precisely lack what is experience and knowledge
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and reliability. Then imagine the perception that is being held by the general public
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in the United States, with the tests that they are doing with Aioverbius.
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Without a doubt, all this shows us that the presentation of the Google search
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engine, based on artificial intelligence, is the result of the precipitation of competitive
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pressure and not of a business initiative of its own. And as long as
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things don' t end up working better, it' s unlikely that Google
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will increase the cues for them to show results based on it and what happens
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with respect to local businesses. Well, by the way, Google, today
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is not showing s- based descriptions for everything that has to do with local
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business. So for now our local positioning strategies must follow the patterns we'
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ve talked about so far and that, if you don' t know them,
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you can learn them. In my course, get more customers by positioning
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your local business and where, over several lessons and about six hours, I
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explain all the bases for improving the local positioning of your business vis-à
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- vis competitors. And it' s just that I always say it and
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I won' t get tired of repeating it, because if the competitor next
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door, without having your experience or a better product, gets more customers than
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you, it just means he' s doing something you' re missing.
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And in this course I help you identify what you' re doing. If
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it doesn' t improve the visibility of your local business, you have the
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solution in your hand and how to Buy my course, get more customers positioning
5:53
your local business that you have in the Alfonso com Barra laura. Courses that
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we continue with today' s topic, because the question is that Google is
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not only getting into problems because its artificial intelligence- based search engine is not
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working as it would like, but it also has other dwarfs that are coming
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out as mushrooms and what they are. Well, on the one hand,
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chargepete that there are ever stronger rumors that brief will launch his own search engine.
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But not only that, but the zeta generation, which is a younger
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audience, turns out to not use Google as the main search engine. And
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I' m sure it doesn' t catch them by surprise because at a
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conference held in July of two thousand twenty- two, the vice president lord
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of Google, Prahak in Rapaham. The truth is, I like to pronounce
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these men. The point is that he said in our studies something like forty
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percent of young people, when they look for a place to eat, they
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don' t go to Google Maps or Google' s search engine, but
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they go to tik Tok or Instagram. Here, apart from the data,
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what I also find very interesting is the example, is that it is a
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totally local example. He talks about how young people look for a place to
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go and do something, in this case, to eat. So we'
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re seeing that young people, for transaction- oriented searches, the search engine
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they use is Tiktok' s and not Google' s. Counting this might
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have seemed like an a priori strategic error, but it was precisely the strategy
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that motivated these comments, as Google was trying to stop a little crazy the
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harassment they were suffering at the legislative level about their dominant position. Since then,
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more studies, in this case, third- party studies, have confirmed
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that the z generation has diversified its search behavior beyond Google. Of course Google
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remains dominant among the general population, but its use is decreasing among younger users.
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And in the OS program notes I leave two graphics that I find very
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interesting and show us that, for example, users between eighteen and twenty-
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four years old are using Google, but above Google, they are using Instagram
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and then tik Tok, specifically so that you have all the data. They
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were asked about the use of local apps by age groups and it turns out
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that sixty- one percent among users aged eighteen to twenty- four use the
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Google search engine, but sixty- seven percent use Instagram and sixty- two
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percent use Tiktok in another study. What they do is ask users what are
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those topics that are most sought after on Tiktok on Instagram in front of Google
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and are good. I loved this studio. It' s infor It'
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s very interesting and I recommend you go through the article to see the chart,
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but, for example, for gift ideas, forty percent use Tiktok versus
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Instagram, who use it nineteen percent and Google twenty- eight percent. I
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think it' s an abyssman difference for makeup and hair issues. Forty percent
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use Tiktok and twenty- five percent use Instagram and Google. I, moreover,
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this macab euphoria and hair issues I have experienced recently, because it turns
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out that the magazine Hola decided to take out a special that incorporated a whole
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product of makeup for the cheeks and lips. Well, the magazine ran out
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in a matter of minutes a few hours. I asked the person at the
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Kiosk and I was telling myself that I don' t know where this madness
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came from, because I didn' t know that brand or anything and came
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specifically to another girl asking about the magazine saying it' s not that they
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put it in Tiktok. And of course, in the end, Tiktok is
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a source of information and, for example, these actions such as the one
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he has carried Hello, that Hello has already its years and can be considered
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a rather mature publication and, of course, not quite conservative, not aimed
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precisely at young people. It is taking advantage of the very pull of products
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that are trending topic in Tiktok to also relaunch its brand and reach other younger
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audiences. I' m not going to keep detailing the whole chart, but
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come on. What is important is that you know that restaurants and bars.
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Fifteen percent of users consult through Tiktok, but there Gouge still stands out with
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sixty- six percent looking for it through their own search engine and everything that
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is local services, for example, cleaning issues, car repair, etc.
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Twelve percent are sought through tiktok and sixty- six percent also through googer.
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With this, what we see is that as you go there is a greater
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use of Tiktok by users, it may result in a slump in Google searches,
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especially in the local business part. So, if this is a local
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business, it would be good if some of the eggs were produced in the
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tiktok basket. And the unequivocal sign that this situation is worrying Google is how
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it is modifying the results in laser and is increasingly putting in more social content,
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trying to look for those hidden gems as they call it, and is
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also including forum modules and also growing video modules. Of course, Google’
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s desire is to recover younger users. It' s clear. Tiktok is
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no longer just an entertainment platform. It has evolved rapidly to become a powerful
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search engine, especially for the younger generation and given that awe, seventy-
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four percent of the Zeta generation, will use Tiktok as its preferred search platform.
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In two thousand twenty- four, brands and businesses can no longer afford
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to ignore it. Tiktok is changing the buyer' s jarney castomes the place
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of a linear route for the consumer where he was looking at Google cafeteria near
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my drugstore about me. Not now, thanks to Tiktok. What users do
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is enter the platform to look, search, entertain, participate and finally buy.
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And as it has at the root of its functioning, entertainment, brand
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discovery is much easier and fun for the user. And here we come to
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a key point in what Google and Tiktok strategies refer to. It is that,
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on the one hand, Google, what it seeks is for the user
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to stay a long time in the search engine and not click, go to
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other sites. That' s why the artificial intelligence module. It also seeks
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to give a direct answer, and that is what is generating controversy in the
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world. If you give a direct response to the user, the user will
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not need to click. On my website and, therefore, it' s
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going to be hard for you to meet me. But what happens that in
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Tiktok, like everything is based precisely on entertainments. Tiktok takes advantage of and
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uses the brand' s content, but displays the brand and at the end,
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if the brand works and is entertaining, it will give you more visibility.
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And the brand is helping Tiktok grow and is helping the user stay on
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the platform. So, as we see, the objective of the two is
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the same as the user remains on the platform, but the way to get
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them different. Google has a strategy according to the fears we have. I
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hear it, I win. I the user is on my platform and if
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it doesn' t go to your website you can stand it, but in
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the case of Tektok, it' s not hear. I am interested that
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you, as a brand, generate C content and that that content has visibility,
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and that is what you are doing, that users stay longer in Tiktok,
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discovering new brands and new negotiatives. But with all this I' m
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telling you, I don' t want you to make a mistake and make
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you think that it' s good that Tiktok is going to win a lot
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of positions. Well he' s going to win a lot of positions according
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to the trend we' re seeing and in a specific age stretch. But
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the question is that Google, for that age bracket, is still the third
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most consulted source and has hegemony in the rest of the ages. Therefore,
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don' t get lost and make sure that the local positioning of your business
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on Google is what it has to be and how you can know, so
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if you want to have full control over the visibility and positioning of your local
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business on the Internet, you have a perfect tool called Koyack. Koyac is
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a locally specialized raund tracker that will offer you detailed branches, i e maps
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showing the ranking position of your business for a given geographical area. That'
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s right, with Kya you' ll have a clear and accurate view of
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how your company is positioned that was relevant to your business. And, best
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of all, Kojak not only focuses on the local asser, the famous lokal
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pack, but also analyzes the organic ones. This means that with a single
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tool, you can also analyze how you position your website for local searches.
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And that' s all, because not because Kojak is the suicial knife of
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the local seo, since it is in continuous evolution incorporating new functionalities that allow
15:45
you, for example, to anticipate potential risks of visibility for your business,
15:50
the possibility of being filtered the card and many more things that already you.
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I' ll be counting next week. Don' t stay back, discover
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all the possibilities of kyakun Rand Tracker to have under control the visibility of your
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business in Google with him, in Coyac and oc After having made it clear
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that Tiktok is going up, but that doesn' t take away for us
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to continue working and much of the Google part, let' s count a
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little more on Tiktok' s subject matter. With all this we will go
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in a little bit, to analyze the part of tiktok and give some seo
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tips to have a little more visibility. When we enter the application, at
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the top right is the option for IT. This section is key, as
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almost all video views come from precisely that section. You understand its functionality is
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vital to success in social seo. The search bar, which is also at
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the top right of it for IT allows users to write any query they are
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looking for. If the user clicks on a profile or interacts with a video,
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that helps the algorithm understand which new videos should be recommended based on those
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interactions. But I want to stay for a moment again in the searched part,
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because when the user does that search, then it has filters that can
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help you precisely narrow down the searches. Those filters can be the best,
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that is, those videos that are trending. Then you can also filter by
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user, by sounds, by directs, by hashtags and also by places.
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That part is key. And why it' s key, because Tiktok is
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precisely starting to open chips for local businesses and incorporates a location map. In
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this case it pulls Apple Maps precisely to provide this information. And it turns
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out that it also has native reviews, that is, the user himself,
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within Tiktok' s platform can leave a review to the business and, in
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addition, Tiktok promotes video content much more than the Google Business Profile' s
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own date. In the end, iseo strategies for both Google and Tiktok share
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some similarities, but also notable differences. What is the similarity, since both
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emphasize the importance of creating informative and useful content has adapted to the intention of
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searching the target audience, incorporating relevant keywords in the content and constantly generating quality
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content according to the end of the service of each of the platforms. But
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it also has differences, and for me the essential difference is that the previous
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success of a brand, that is, what we call authority does not influence
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the ranking and visibility that you have on Tiktok' s platform, unlike Google,
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where precisely the authority of the nuno plays a super important role of each
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runkear. If we add to all this that positioning on social networks does not
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require a knowledge as comprehensive as the one that may be required to do seo
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on Google, because that makes it in the end, adoption and faster success
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for brands and for local businesses lead you precisely to use more Tiktok than Google.
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But let' s see what are those aspects that we can work at
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the social level to improve our visibility, our seo in Tiktok. Let'
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s see some points that are interesting and that I think can serve you a
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lot to give visibility to your local business. On the one hand, we
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have the hashtags. Optimizing ups plays a crucial role, as it is a
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simple and direct way to incorporate the essential keywords that are related to the user
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' s search intention, for example, some ups that may interest us,
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as hashtag type of product and put review or hashtag type of product review or
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hashtag best product or upg tricks also product or best restaurant or restaurant followed by
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the Mexican restaurant specialty. In short, you have to put those terms that
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you think the user can use when looking for your business or the product service
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you see This on the hashtag side, but there are also the kiws or
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keywords that, like the hashtags, play a crucial role in transmitting the purpose
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of the content. Tiktok' s algorithm. You can incorporate the keywords into
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the content in various ways, on the one hand, in the descriptions of
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the videos, but also in what you are talking about, in the subtitles
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you are putting and also in the voices in off The descriptions of the videos
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are much shorter than the posts in a blog. It is important that they
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are clear and concise and you have to avoid the excess of key words to
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be more direct the combination of words carrying in the description with what you say,
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in the subtitles and in the voice will help the algorithm understand what type
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of search intention you will respond to? Let' s go with the next
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item to keep in mind, and it' s that extra content that you
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can incorporate How, then, with the use of sounds, filters and ideas
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that are being trending. That can help your Tiktok videos get to the page
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for you of your potential customers faster and you have to keep in mind one
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thing that Tiktok vices can remain relevant for a long time, even years,
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so it' s good to weigh how many videos you should make that are
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trending against those content you have to do ever green and that will remain relevant
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to users after months. Also, thanks to trend videos, you can get
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the user to access your profile and see the rest of the material that interests
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you, that they know and how that material can be classified for months and
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years. It is intelligent to balance trends against ever green content to remain relevant,
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even when what it is to stand at that moment disappears. You might
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be wondering how you can figure out which videos are trendi topic and in that
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way hear you take advantage of the wave, join your own content and generate
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visibility and make other users who don' t know about you know you.
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Well, there are very good and efficient ways to achieve this. If you
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are interested you can prepare a special and we work to give you this information
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as detailed as possible. That' s why I' m going to leave
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you a or cost in Spotify and also in the program notes on my website.
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Alfonso com leave me your answer and so I know if it is something
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you need me to address in another episode. Let' s go with the
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next topic that needs to be taken into account when improving our seo in Tiktok
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and it has to do with engagement. The way a video is recorded and
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edited plays an important role in influencing your audience' s interaction with Tiktok.
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In addition, adding quotes to encourage your viewers to leave comments or share in
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the video logically affects the levels of participation. But what' s interesting is
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that comments add values to videos, because it' s not the same.
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A comment where they leave you the fire emoji or a comment where they tell
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you what a good idea. Maybe I buy it because the fire, maybe
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it' s just that it' s great or it' s that,
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my mother, this is to burn it and not come out alive. In
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the end. It is important that those comments, then, be useful for
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algorithms to understand what your content is about. But you have to keep one
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thing in mind, you also have to optimize the length of the video.
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And that' s because I' m going to give you a tip that
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is that it' s left me impressed, and that' s because the
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users on the platform have super short periods of attention. As a general rule,
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the attention capacity of users in Tiktok tends to reflect their age. For
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example, a thirty- year- old user usually has a 30- second
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care capacity, while an eighteen- year- old user can only serve for
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eighteen. Imagine if you' re targeting a twenty- year- old user
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with your product and you' re putting in a five- minute video,
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well, he' s asleep, that is, he needs direct quick stuff.
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We are at the hour of the impatience in the age of forgiveness and
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a data or buns like this is precisely endorsing it even more. So,
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think about who you' re targeting, and based on that, identify what
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content you have to create. Another aspect you should also take into account is
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the cover or tham nail. Why, Because when the user moves through search
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results, an attractive thumbnail can help him or her catch attention and that attracts
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you to you clicks, increasing your visibility and, therefore, participation. Therefore,
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it is interesting that you want a thumbnail and I recommend that you overlap
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text, because that allows at a glance to explain what the video is about
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we carry with a last note as far as Tiktok is concerned is the subject
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of the follow- up. Here you have to define which are the main
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capis that you want to measure and do not have to be the same kpas
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that your competitors have. Why. Because maybe you' re interested in improving
25:57
the cano while others are interested in it. What they want is to drive
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traffic to the web. That' s why it' s important for you
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to identify the goals you pursue in this social network. And the good thing
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is that the statistics they give you give you pretty interesting information, from video
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visualizations and I like you, abstractions, shared, comments, growths, followers.
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And it also provides you with detailed demographic data, providing you with crucial
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information about the age, sex, location, and interests of your audience.
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So, if these data aren' t in line with the audience you want
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to reach, it' s clear that you need to change your strategy.
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As you see with this episode we have done today, we realize that we
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have even more work to do if we want to have presence on other platforms,
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because we can do seo, of course, on Google, but also
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on other sites. As it is cricto, I hope that what we have
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talked about or are of interest and, above all, that you can apply
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it to you or local business and remember that if you want me to address
27:07
how we can work the content knowing what the trendig topics are. I leave
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in Spotify, as always, there are many thanks to everyone for your five
27:14
star ratings and comments on all the podcasting platforms, Apple Podcast, Spotify and
27:18
you, Google Podcast, Amazon Music, all that I am in all and
27:23
as I told you at the beginning of this episode, I would appreciate it
27:29
if you would write to the channel, because in this way you give me
27:33
more visibility and I can reach more people making local businesses sustainable in time,
27:37
and already only those who want to close, but only until next week,
27:41
where we will hear again and where, and so, where it will be
27:45
here in local businesses. Happy week.