Preview: And if you’re not showing up where trust lives, your marketing isn’t working.

Let’s talk about something that’s happening quietly, but it’s changing everything:
People aren’t Googling like they used to.

They’re TikToking.
They’re Reels-ing.
They’re searching YouTube Shorts in the shampoo aisle.

Because in 2025, the question isn’t just “What’s the best serum?”
It’s “Who’s actually used this and didn’t break out after 2 days?”

At The Darl, we’re watching this shift unfold in real time — and not just watching, we’re building for it. But let’s be clear: this isn’t about throwing out SEO.
It’s about expanding your discoverability.

Because yes, we still believe in search.
We believe in SEO — especially as it powers AI discovery.
But we also know that your customer now checks TikTok before checking Google.

And if they can’t find you where they’re looking — you’ve already lost.

So when we’re building for our clients, here’s what we actually do:

We don’t just write blog posts.
We don’t just do social strategy.
We build an ecosystem of credibility.

We audit what people are searching — in traditional search engines and in social ones. (Because yes, TikTok and YouTube are search engines now.)

We map the customer journey from “I just heard about this brand” to
“I’m convinced enough to try it.”

Then we reverse engineer:
✔ What does someone need to see in that process?
✔ Where will they look for it?
✔ How do we make sure it shows up and feels real?

Read more: Q4 marketing ROI

That’s how we end up creating

• Short-form videos with real people using the product
• Content that actually says the price (imagine that)
• Storylines that work on TikTok and feed Google’s AI brain
• Captions and subtitles that don’t just decorate — they rank

Because showing up beautifully is great.
But showing up in the right place, in the right moment, with the right voice?
That’s how you get chosen.

So no — we don’t do “just TikTok” or “just SEO.”
We do strategy that meets people where they’re already asking questions.

And if your marketing isn’t built for that?
You’re invisible where it matters most.

Let’s fix that → www.thedarl.com/hello

With clarity (and context),
Lara

LI Caption:

They’re not Googling you — they’re searching TikTok.

If your brand isn’t showing up where trust lives, your marketing isn’t working.

This isn’t about ditching SEO. It’s about expanding discoverability — and building credibility across every platform.

Read this weeks’ Newsletter to learn how.

Read more: marketing that resonates