SEO Is Not Just Google: How Ranking Works on Google, YouTube, TikTok, Xiaohongshu, Douyin, and AI
Most people hear "SEO" and immediately think of Google. That assumption alone is why so much effort gets wasted.
In reality, SEO is not a Google tactic—it is a visibility principle that plays out differently across every platform. To use it properly, you must separate the core principle (which never changes) from the platform logic (which always does).
The Core SEO Principle (Universal)
SEO means one thing: Aligning your content with a platform's ranking signals so it appears when a user expresses intent.
The principle is universal. What changes is:
- User Intent: What are they looking for?
- Ranking Signals: What does the platform reward?
- Content Lifespan: How long does the effort last?
This explains why content that performs well on Google often fails completely on TikTok—the structural mismatch is too high.
The Big Split: Search Engines vs. Discovery Engines
You do not need to memorize six algorithms. You only need to understand two types of platforms.
Search Engines: Intent-Driven (Google, YouTube, AI Search)
People arrive with a problem. They are asking: "How do I do this?" or "Who can solve this?"
How Ranking Works: These platforms reward relevance, depth, authority (E-E-A-T), and evidence of real-world experience.
The Property Advantage: Problems like loan rejections or strata disputes exist today and five years from now.
The Lifespan: Search content compounds. An article or video created today can still bring leads in 2027 because the problem still exists.
Discovery Engines: Interest-Driven (TikTok, Douyin, Xiaohongshu)
People do not arrive with a problem. They arrive to be entertained, inspired, or distracted.
How Ranking Works: The algorithm asks, "Does this make people stay longer?" It rewards dopamine, emotion, and speed.
The Property Struggle: Property is a slow, cognitively demanding decision. Discovery platforms are optimized for fast habit loops.
The Lifespan: This content is ephemeral. If it doesn't "go viral" in 48 hours, the effort is often lost.
The "Platforms Don't Like Property" Myth
TikTok and Xiaohongshu do not hate property. They hate low-value commercial spam. When content is suppressed, it's not a shadowban—it's a relevance failure.
To survive discovery platforms, you must pivot:
- Stop Selling: Avoid unit tours with loud music or "DM me for price."
- Start Teaching: Focus on buyer mistakes, renovation lessons, or "behind-the-scenes" agent reality.
- Platform-Native Execution: On TikTok, you need a hook in 3 seconds. On Xiaohongshu, you need aesthetic visuals and "notes," not ads.
The Golden Rule: Repurpose, Don't Copy-Paste
One core piece of intelligence should result in multiple executions:
- Permanent Asset (The Source of Truth): A deep guide on your website about "Neighborhood X."
- TikTok: "3 things buyers regret about Neighborhood X."
- Xiaohongshu: A personal lifestyle carousel of the best cafes in Neighborhood X.
- YouTube: A structured walkthrough and valuation analysis of Neighborhood X.
The AI Layer: Why Short-Form Alone is a Dead End
AI (ChatGPT, Gemini) does not rank virality; it extracts answers.
If your best thinking lives only in short videos, Google cannot trust it and AI cannot cite it. You leave no "digital residue." Short-form creates familiarity, but search-friendly, structured content creates authority.
How Agents Prevent Wasted Effort
- Build a Source of Truth: Your website or knowledge hub is where authority accumulates and AI learns who you are.
- Fragment After, Not Before: Don't brainstorm ideas. Ask, "What problem did I solve this week?" That is your content.
- Use Search Language Everywhere: Every platform has a search bar.
Bad: "My day at work."
Good: "What to do when a developer delays vacant possession."
Final Truth
If an agent only does TikTok, they are a performer. If they build searchable knowledge, they are an authority.
Performance burns energy; Authority builds equity. Stop chasing the "algorithm of the week" and start building a library of solved problems. That is the only SEO effort that never gets wasted.
