Streets Ahead: Tiktok to Supreme Court, ChatGPT Search Sources
In this week’s Streets Ahead update, SOCi discusses TikTok taking its battle to the Supreme Court and the sources that support ChatGPT in the search landscape
TikTok Appeals to Supreme Court in Fight Against Ban
The News TikTok is taking its battle to the Supreme Court following the passage of a U.S. law requiring its sale from parent company ByteDance. The platform has until January 19th to comply with regulations prohibiting software linked to U.S. adversaries from being distributed domestically.
In an emergency appeal, TikTok argues the move violates free speech rights, stating: “The Act will shutter one of America’s most popular speech platforms the day before a presidential inauguration… This, in turn, will silence the speech of applicants and the many Americans who use the platform to communicate about politics, commerce, arts, and other matters of public concern.”
The Supreme Court is set to hear arguments on TikTok’s appeal on January 10th. A one-month ban alone could cost TikTok over $1 billion in revenue and creators approximately $300 million in earnings, a significant blow to the careers built on the platform since its meteoric rise in 2020.
Why This Matters A TikTok ban would profoundly disrupt marketing strategies for countless companies while also upending the lives of its dedicated users and content creators. As a platform that rapidly gained popularity, particularly among younger audiences, its removal from the U.S. would cause a seismic shift in the social media landscape. Over 60% of TikTok users are Gen Zers, underscoring the platform’s popularity among this digitally native cohort.
Inside ChatGPT’s Search Sources
The News A recent BrightLocal study offers valuable insights into ChatGPT’s local search results, analyzing 800 searches across 20 business types and U.S. cities. The findings reveal the primary sources ChatGPT relies on to generate its local business recommendations.
The study found that business websites dominate ChatGPT’s local search results, accounting for 58% of sources. This underscores the importance of well-optimized, content-rich websites, which often serve as authoritative references for business details like contact information, hours, and services.
The second-largest source, contributing 27% of results, was business mentions on platforms like Wikipedia, news outlets, and niche publications. Notably, Wikipedia led this category, comprising 39% of all mentions, thanks to its structured and reliable content. Local media and specialized publications also played a role but to a lesser extent.
Finally, directories made up 15% of sources, with Three Best Rated emerging as the top-cited directory, representing 24% of directory mentions. Surprisingly, traditional directory staples like Yelp, Facebook, and Google Maps were absent from ChatGPT’s results, hinting at a shift in how AI-driven platforms prioritize data sources.
This study highlights the evolving dynamics of local search and the opportunities for businesses to align their online presence with AI-driven tools like ChatGPT.
Why This Matters The study underscores a pivotal shift in search behavior as ChatGPT carves a distinct path from traditional search engines. Unlike conventional platforms that heavily prioritize directories and user-generated reviews, ChatGPT leans on well-optimized websites and credible mentions to populate its search results. This shift presents both challenges and opportunities for businesses navigating the evolving digital landscape.
To remain competitive, businesses must prioritize a robust digital presence, starting with an optimized, content-rich website. Since websites account for the majority of ChatGPT’s local search results, having accurate, detailed, and engaging content is essential to ensure discoverability. Elements like clear contact details, operating hours, service descriptions, and up-to-date information can help position a business as an authoritative source, increasing its chances of appearing in AI-generated search results.
