Google Local Search vs. TikTok: Two Different Ways to Reach Local Customers

If you've spent any time trying to get your business found online, you already know the game: optimize your Google Business Profile, collect reviews, build citations, and wait for the phone to ring.

It works. I've been doing SEO for 25+ years, and local search still delivers.

But here's what I keep telling Dallas-Fort Worth business owners: Google captures demand. TikTok creates it.

They're fundamentally different systems solving different problems. And if you only understand one of them, you're leaving money on the table.

Let's break down how each algorithm actually finds local audiences—and why smart brands are using both.

Google Local Search is a pull system. Someone types "best tacos near me" or "Dallas HVAC repair" and Google serves up results. The user has intent. They're actively looking for something.

TikTok is a push system. Nobody opens the app searching for a taco shop. They open it to be entertained. The algorithm watches what they engage with and serves more of it—including content from local creators and businesses they've never heard of.

This isn't a minor distinction. It changes everything about how you show up.

Google answers questions people are already asking.
TikTok introduces people to things they didn't know they wanted.

Both matter. But they require completely different strategies.

Google's local algorithm is relatively straightforward once you understand the inputs. After years of testing and client work, these are the factors that actually move rankings:

This is the big one. Google knows where the searcher is located (GPS, IP address, or stated location), and it heavily weights businesses that are physically close to that person. You can't hack this. A plumber in Frisco will struggle to rank for "plumber near me" searches in South Dallas. Geography is baked into the system.

Does your Google Business Profile match what the person is searching for? This comes down to your primary and secondary categories, keywords in your business description, services listed, posts and updates, and the content on your website. If someone searches "emergency AC repair" and your GBP doesn't mention emergency service, you're at a disadvantage.

This is Google's way of measuring trust and authority. It includes review quantity and quality, review velocity (are you still getting new ones?), citation consistency (NAP across directories), backlinks to your website, and overall web presence and brand mentions. A business with 400 reviews will almost always outrank a competitor with 12 reviews, assuming proximity and relevance are similar.

Here's something most people don't talk about: Google Local rankings are relatively stable. Once you've built authority, you hold position. A new competitor can't just show up and outrank you overnight. This is both good and bad. Good because your investment compounds. Bad because it takes time to build, and you're playing catch-up if you started late.

TikTok's algorithm works nothing like Google's. There's no search intent to match. Instead, the algorithm is constantly predicting what will keep each user watching. Here's how location factors into that prediction:

TikTok knows where your phone is. When you post content, the algorithm initially shows it to users in your geographic area. This is your first test audience. If those local viewers engage (watch time, shares, comments), TikTok expands distribution. If they don't, your video dies early. This means a creator in Allen naturally gets tested with viewers in the DFW metroplex before the algorithm decides whether to push the content wider.

TikTok tracks what's trending by region. Sounds, hashtags, and content formats that are popping in Dallas may be different from what's trending in Miami. When you use a locally-trending sound or participate in a regional moment, the algorithm has another signal that your content is relevant to nearby users.

Text on screen matters. If your video includes "Dallas," "DFW," "Fort Worth," or neighborhood names, TikTok's systems can read that and use it as a relevance signal. Same with voiceover and captions. The algorithm processes what you're saying, not just how people engage with it.

These aren't magic bullets, but they help. Tagging a location (like a specific restaurant or landmark) and using local hashtags (#DallasTikTok, #DFWFoodie) gives the algorithm additional context. Don't overdo it. One or two relevant local tags is plenty. Stuffing hashtags looks spammy and doesn't help.

Forget follower counts. TikTok doesn't care how many people follow you. Every video starts from zero and earns its own distribution. Here's what the algorithm actually weighs:

This is the biggest factor. Did people watch your whole video? Did they watch it twice? Did they stop after two seconds? A 15-second video that gets watched to the end will outperform a 60-second video that people scroll past. This is why hooks matter so much. You have about one second to stop the scroll.

Not all engagement is equal. Based on testing and observation, here's roughly how TikTok weights different actions:

Shares are the strongest signal. If someone sends your video to a friend, that's a massive indicator of value. Saves mean they want to come back to it—a high intent signal. Comments show engagement that takes effort. Likes are the weakest signal, but still count.

This is why "send this to someone who needs to see it" CTAs work. They're optimizing for the highest-value engagement.

The first 30-60 minutes after posting are critical. TikTok shows your video to a small test group. If that group engages strongly, distribution expands. If they don't, it's over. This is fundamentally different from Google, where you can publish content and let it rank over weeks or months. On TikTok, you get one shot per video.

TikTok's algorithm has gotten very good at detecting content that "feels like an ad." Over-produced videos with perfect lighting, scripted dialogue, and obvious branding tend to underperform. Native-feeling content wins. This is why creator partnerships work better than brand-produced ads for most businesses.

Let me put this side by side so it's easy to reference:

How users discover you: Google uses active search with intent. TikTok uses passive scroll where the algorithm serves content.

Primary location signal: Google relies on GPS proximity plus stated location. TikTok uses device location and regional behavior clustering.

What you optimize: Google wants GBP, website, citations, reviews. TikTok wants content hooks, engagement triggers, native feel.

Trust/authority signals: Google measures reviews, backlinks, NAP consistency. TikTok measures watch time, shares, early engagement.

Ranking stability: Google is high—positions hold over time. TikTok is low—every video starts at zero.

Content lifespan: Google content lasts months to years (evergreen). TikTok peaks in 24-72 hours with occasional revivals.

Time to results: Google is a slow build (weeks/months). TikTok gives immediate feedback (hours).

Barrier to entry: Google is high—authority takes time. TikTok is low—any video can hit.

Let's be honest about what Google does better:

High-intent conversions. When someone searches "emergency plumber Dallas," they need a plumber right now. That search has buying intent baked in. TikTok can't compete with that direct response.

Evergreen visibility. A well-optimized Google Business Profile and website can generate leads for years. You build it once and maintain it. TikTok requires constant content creation.

Professional services. Nobody's finding their divorce attorney or oncologist on TikTok. Some categories just don't work on entertainment platforms.

Predictable ROI. With enough data, you can model Google Local performance pretty accurately. TikTok is more volatile and harder to forecast.

And here's where TikTok has the edge:

Brand discovery. TikTok puts you in front of people who weren't looking for you. That's incredibly powerful for awareness and consideration.

Speed to audience. A new business with zero reviews can get in front of thousands of local viewers on day one if the content hits. That's impossible on Google.

Younger demographics. If your target customer is under 40, they're spending more time on TikTok than on Google Maps.

Emotional connection. Video builds trust faster than a review count. People feel like they know you after watching your content.

Cost efficiency. Organic TikTok reach is still free. Organic Google visibility requires significant investment in SEO and reputation management.

Here's where this gets practical for local businesses in our market.

DFW is one of the fastest-growing metros in the country. New residents are showing up every day who don't have established preferences. They don't know where to eat, who to hire, where to shop.

These people are searching on Google. And they're scrolling TikTok.

The businesses that show up in both places are going to win a disproportionate share of these new customers.

I've seen it happen. A restaurant with solid Google reviews gets a TikTok video that hits, and suddenly they have a line out the door. A home service company that dominates Google Maps starts showing up on TikTok, and their branded search volume doubles.

The algorithms feed each other.

Here's the framework I use with clients:

Google Local = Your foundation. This is non-negotiable. If your Google Business Profile isn't optimized, you're leaking leads. Get your reviews up, your categories right, and your website converting.

TikTok = Your amplifier. Once your foundation is solid, TikTok accelerates awareness. It gets you in front of people before they're even searching.

The connection point: When someone discovers you on TikTok and likes what they see, what do they do next? They Google you. If your Google presence is weak, you lose them. If it's strong, you close them.

This is why you need both.

If you're a Dallas-Fort Worth business trying to figure out where to invest your time and budget, here's my take:

If you have limited resources, start with Google. It's closer to the transaction and compounds over time. Get your GBP locked in, build reviews, and make sure your website converts.

Once Google is solid, add TikTok. Don't try to create content yourself if video isn't your strength. Partner with local creators who already know how to make content that works on the platform.

Think about the full journey. Someone might discover you on TikTok, check your Google reviews, visit your website, and then convert. Each touchpoint matters.

Play to each platform's strengths. Use Google to capture people actively searching. Use TikTok to reach people who don't know they need you yet.

If you're a DFW content creator looking to work with local brands, here's your angle:

You can offer something brands can't do themselves: native-feeling content that the TikTok algorithm actually rewards.

Most businesses create content that looks and feels like an ad. The algorithm buries it. Creators who understand the platform can get the same message in front of 10x more people because the content performs.

That's your value proposition. You're not just making videos. You're navigating an algorithm that punishes inauthenticity and rewards entertainment.

Local brands are starting to figure this out. The smart ones are looking for creators who can help them show up on TikTok without looking like they're trying too hard.

Google Local Search and TikTok's algorithm are solving different problems with different mechanisms.

Google is about being found when people are looking. TikTok is about being discovered when people are scrolling.

Google rewards accumulated authority. TikTok rewards immediate engagement.

Google is infrastructure you build once. TikTok is a content operation you run continuously.

Both matter for local businesses. The brands that understand how to use each platform—and how they work together—are going to dominate their markets over the next few years.

Don't pick one. Build both.