TikTok Is Becoming the New Google for Local Search | Gen Z’s Shift and What It Means for Local SEO

TikTok’s “Local Explorer” feature lets users leave reviews, earn XP, and discover places just like Google Maps — but inside TikTok. Greg Sterling, Mike Blumenthal, and Celeste Gonzalez of Rickety Roo unpack what this means for local SEO, Gen Z search habits, and small-business marketing. 👉 Topics: • TikTok vs Google Maps for local discovery • Gen Z search trends (Adobe & SOCi data) • How businesses can track TikTok referrals • Authenticity, AI search, and review spam • Tactical steps for SEOs and local marketers Watch the full conversation and learn how to future-proof your local strategy. 00:00 Intro – Why TikTok matters for local search 01:45 How TikTok’s “Local Explorer” works 05:15 Comparing Google Local Guides vs TikTok reviews 12:20 Gen Z search behavior & Adobe / SOCi data 20:10 TikTok as brand-builder for local businesses 26:20 How long should businesses invest in TikTok? 31:00 Tracking branded search + referrals from TikTok 38:00 Authenticity, Reddit, & the future of reviews 43:30 AI vs Social Media vs Google: Who owns local discovery? 45:40 Celeste’s tips for SEOs & where to find her online