TikTok SEO & AI Search: Why Social Content Is the New SEO Strategy (GEO vs SEO Explained)

Episode notes

Search isn’t just happening on Google anymore - it’s happening on TikTok, Instagram, YouTube, and increasingly inside generative AI tools like ChatGPT. In this episode of Humans of Growth, host Aly Hathcock sits down with John Morabito (SVP of Search & Innovation at Stella Rising) to break down the biggest shift in modern marketing: social content is now SEO. John explains how TikTok became a search engine, why search engine optimized videos outperform follower count, and how brands can win with social search by treating short-form content the way we used to treat blog posts - built around intent, relevance, and long-tail queries. They also dig into how AI is reshaping discovery through GEO (Generative Engine Optimization), what’s actually different from traditional SEO, and why “search everywhere” is the real strategy going forward.

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