If you can count on anything related to technology, it is that it will evolve and change. What works well for one NDIS-backed nonprofit in a week may be completely different a couple of days later.
While the world has leveraged the power of Google’s search engine to find everything from a nearby Chinese food restaurant to an NFP promoting physical therapy, a newer platform is on the horizon: TikTok.
The challenge is adapting your strategy to fulfill the needs of any new or emerging platform. This will allow you to market your services, funnel client interest, and continue to rank high with your not-for-profit website.
What may surprise you is there may be a pathway to leverage Google and TikTok through a uniform marketing strategy, including your NFP’s SEO efforts.
TikTok: The Modern Search Engine
TikTok may have started as a small social media site full of funny clips and quick dance videos, but that has rapidly changed over the past few years. Over 1 billion global users log into TikTok daily, and around 8.5 million are right here in Australia.
Many nonprofit organisations rely on social media marketing to educate the public about services or reign in more fundraising opportunities. Blending the use of older platforms like Facebook or Google is valuable because you target users of older generations.
To target younger people for your nonprofit, you’ll need to use the places where they live online. As around 74% of Gen Z use TikTok, it only makes sense to dip your toe in the short-form video space.
What you may not realise is that the same generation uses TikTok as a search engine more than Google. Younger crowds are flocking to this social media platform as a way to find highly relevant information in easy-to-digest video content.
This shift in searchability is probably why you’ll find Google’s new search generative experience displaying all kinds of AI-generated summaries to some questions. They are trying to make it easier for users to find crucial information.
The only problem is those results on Google naturally push your NFP’s website further down the page – making it less likely that people searching for nearby services will land on your brand.
Beating the Tech with a TikTok SEO Strategy
To ensure your nonprofit’s content is rising to the top, you’ll need to engage with TikTok. This is primarily for NDIS-backed NFPs, healthcare providers, and government organisations hoping to reach users between 17 and 42.
Your goal shouldn’t be to just show up high on the FYP of a target user, but to actively engage with your audience on a new platform that ensures they donate, contact, and solicit your nonprofit.
You’ll need to optimise content in a way that meets the unique algorithm of TikTok. This may include:
- Using trending sounds or music to accompany your video, regardless of content intent.
- Keeping videos under a minute long.
- Incorporating relevant keywords for greater discoverability (usually 5-8).
- Identifying any trending hashtags through TikTok’s Creative Center.
- Posting frequently on a daily or weekly basis.
What Does TikTok Have to Do with Google SEO?
Being a not-for-profit isn’t all that different from any other business. You’ll need to find a way to bring interest to your services. While TikTok is undoubtedly one way, Google is probably where you’ll focus most of your efforts.
The search engine giant is aware of TikTok’s rising superiority as an online platform for social media and search engines. That is probably why so many rumours began to surface when a recent Business Insider article announced a potential partnership.
Current TikTok spokespeople are stating the social media platform is working with third-party integrations, including a test with Google.
For example, if a user is searching for a new healthcare provider in Perth, they may use TikTok to see who has had a good experience, gain insights about practitioners, and see the general ambiance of the space.
The Google integration comes into play as a natural progression of that search through icons or links inside the TikTok app that point users to the actual landing pages, Google Maps directions, Google My Business profiles, and user reviews.
This benefits Google by opening the door to a younger audience. It also benefits TikTok by lending credibility and a more direct connection to broader discoverability options outside the platform.
What Does This Mean for Your NFP Website?
The whole idea behind this proposed partnership will have massive repercussions for digital marketing, SEO, and spreading the word about your Australian nonprofit organisation. It confirms that visibility online will be outside of traditional search engines.
To make up for this difference, you’ll need to start expanding keyword integration and holistic SEO strategies, so they are even more refined. With greater access and customer touchpoints for your NFP’s branding, the need for universal continuity in your colours, logos, contact information, and content will be even more critical.
The blending of Google and TikTok also means two fundamental aspects of your off-page SEO will also have to be fully optimised:
- Mobile Responsiveness: TikTok is almost primarily a mobile based application. Most users see the app through their tablets and smartphones. If you want to attract their visitation to your website, it will need to be mobile optimised.
- Load Speeds: The average load time for a website is 8.6 seconds on a mobile device. If your current website doesn’t load in that time, you risk the influx of new users coming to your platform going somewhere else.
Adding these two minor changes will help you ensure the user experience on your NFP’s website is a rewarding one. The better your visitors can reach you, find information about your services, and engage with your brand, the more likely you’ll benefit from fundraising, volunteers, and clients.
Wrapping Up
You don’t need to be a Rockstar social media account. Simply putting up relevant content with equally relevant keywords is likely to build an audience on TikTok.
However, if your content isn’t optimised for mobile devices or aligned with current and upcoming trends in search habits, you’re likely to get lost in the mix.
Optimise your website now by looking into your mobile responsiveness, load speed, and SEO strategy. Google may still be king, but with signals like a partnership with TikTok, the playing field is likely to shift soon.
You need a reliable and professional website design and development team for these natural evolutions. At Web 105, we craft highly mobile responsive websites that look fantastic on any platform.
Our team stays current with industry insights and changes, often crafting personalised extensions, plugins, and apps to meet current demand. We work with Australian not-for-profits, government organisations, and healthcare providers, carefully crafting each site to match their unique needs.
Book a consultation today, and let’s find a pathway forward so you can meet and exceed the evolving expectations of modern online users.
FAQ
Does TikTok have a search engine?
Yes. TikTok has a search function where users can look through videos, types of content, sounds, music, live streaming, hashtags, and more.
Is TikTok replacing Google?
Yes and no. Gen Z and younger audiences are using TikTok for searching more than traditional engines like Google. That is why there is likely a partnership or integration happening in the future.
How do you optimise TikTok content?
There is a lot of trial and error for a nonprofit to leverage SEO for TikTok. A good starting point is using keywords in your videos, captions, hashtags, and audience/location targeting. Try to keep videos under 1 minute and include a “hook.”