Voices of Search Podcast: One Data Source Most SEOs Are Still Underusing
Host: Jordan Cooney | Guest: Celeste Gonzalez (SEO Testing Director, Rickety Roo; Founder, LA SEO Meetup Group)
Episode Date: April 14, 2026

Overview

This episode focuses on the untapped potential of alternative data sources in SEO, particularly highlighting TikTok as a platform many SEOs overlook. Host Jordan Cooney and guest Celeste Gonzalez discuss why SEOs should think beyond traditional tools, how user-generated content on platforms like TikTok can uncover unique audience insights, and why scrappy, self-built tools matter in today's search landscape.

Key Discussion Points & Insights

1. Search Experience Optimization & Scrappy Data Practices

Timestamp: 00:22

• Jordan Cooney introduces the theme of moving beyond surface-level SEO to focus on "Search Experience Optimization," urging SEOs to leverage creative solutions and make the most out of available data.
• Emphasis on building custom tools to extract overlooked insights, rather than relying solely on traditional platforms.

2. The Underused Data Source: TikTok

Timestamp: 00:52

• Celeste Gonzalez points out that despite TikTok's vast influence and data-rich environment, "a lot of SEOs don't even want to download the app and there is so much to learn from there."
• She argues TikTok offers a goldmine of user intent signals through:
  • Category searches
  • Comment threads
  • Product reviews

Notable Quote

Celeste Gonzalez [00:52]: "A lot of SEOs don't even want to download the app and there is so much to learn from there...search for the different categories, comments, reviews, all of it."

3. Actionable Strategies from TikTok Data

Timestamp: 00:52-01:04 (Paraphrased)

• Celeste suggests that mining TikTok not only uncovers trending topics rapidly but also gives direct, unfiltered access to the language, questions, and content formats target audiences are actually engaging with.

Memorable Moments & Quotes

• Celeste on TikTok reluctance:

  "A lot of SEOs don't even want to download the app and there is so much to learn from there..."
  (Celeste Gonzalez, 00:52)

• Emphasis on actionable insight:

  "Remember the answers are always in the data."
  (Jordan Cooney, 02:31)

Timestamps for Important Segments

• 00:22 – Introduction to guest Celeste Gonzalez and the importance of data creativity in SEO.
• 00:52 – The conversation turns to the main underused data source: TikTok; Celeste advocates exploring user content, comments, and reviews.
• 02:31 – Closing thoughts and call to dig deeper into data sources for SEO innovation.

Conclusion

This short-but-mighty episode champions the idea that the best SEO insights come from being resourceful and adventurous with data—especially on platforms outside the classic SEO toolkit. TikTok, with its user-driven content and authentic discussions, offers a rapidly updating window into user behavior, preferences, and pain points. SEOs willing to get "scrappy" and dive into these sources will unlock competitive advantages in understanding audiences and optimizing effectively.

Key Takeaway:
Don't ignore platforms like TikTok—download the app, explore its data, and build your own SEO insights that traditional tools might miss. As Jordan concludes, always "remember the answers are in the data."