TikTok now serves Wikipedia snippets in some of its search results.
This is the first time that the platform has offered its users results from the wider web as historically, it exclusively featured its own content in SERPs.
The Wikipedia snippets were first noticed in TikTok SERPs by The Verge, as shown here:
A spokesperson for the social media app confirmed that the new feature has been live for several months, however, a formal announcement was never made.
Why we care. While Google has previously stated that it sees TikTok as a search competitor, the social media app is clearly intensifying its efforts in the search arena.
A recent survey revealed the majority of Gen Z women are favoring TikTok over Google for their search needs. This shift in user preference raises questions about whether Google might find itself facing a more concerning competitor in the search space than previously anticipated.
How it works. Wikipedia snippets are served on some accounts for select SERPs for”
The snippets been spotted wedged between relevant videos as users have been scrolling down through in-app search results pages.
By clicking on the links that appear at the bottom of the snippet, users are taken to different sections of the Wikipedia entry.
Deep dive. Read TikTok’s Search and Discover guidelines for more information.
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About the author
Nicola Agius is Paid Media Editor of Search Engine Land after joining in 2023. She covers paid search, paid social, retail media and more. Prior to this, she was SEO Director at Jungle Creations (2020-2023), overseeing the company’s editorial strategy for multiple websites. She has over 15 years of experience in journalism and has previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). She also previously teamed up with SEO agency Blue Array to co-author Amazon bestselling book ‘Mastering In-House SEO’.