One data source most SEOs are still underusing

Summary

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

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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.

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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.

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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)

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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.

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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."

Transcript

[Jordan Cooney]

The Voices of Search Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast, I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iheareverything.com I'm Jordan Cooney and

joining me today is Celeste Gonzalez, SEO Testing Director at Rickety Roo and even more importantly found founder of the LA SEO Meetup Group. Today Celeste and I are talking about Search experience optimization, why SEOs need to get scrappy with the data they already have, and how building your own tools can uncover insights traditional platforms still miss what's one data source. Most SEOs are still under using TikTok data.

[Celeste Gonzalez]

A lot of SEOs don't even want to download the app and there is so much to learn from there with others. Also search for the different categories, comments, reviews, all of it Time for a

[Sponsor/Pre Visible Representative]

one minute break to hear from our sponsor, Pre Visible. So you're looking for SEO help and you got a couple of options. You could start replying to spam from agencies that claim they can get you to rank number one on Google. You can pay an hourly rate for a consultant who will inevitably nickel and dime you with hourly charges. Or you could work with a cookie cutter agency to quickly launch a strategy less project with low success rate. None of those sound very good now do they? Well, that's where Pre Visible's integrated consulting model comes in. Pre Visible draws From a collective 40 years of SEO and digital marketing experience to unlock your organic growth opportunities. They build custom solutions that combine strategy, technical expertise, content and reporting to effectively operationalize SEO for your business. Pre Visible's four stage approach ensures that your SEO programs thrive by starting off with a strategy first approach. Then they support you in your efforts to create quality content, help you identify technical issues, and most importantly, they'll work with your cross functional teams to integrate your SEO strategies to make sure that your SEO budget actually drives results, not just your agency's bottom line. So join brands like Yelp, eBay, Canva, Atlassian Square, all who rely on the SEO consultants at Pre Visible. For more information go to Previsible IO that's Pre Visible P R E V I S I B L E I O

[Jordan Cooney]

A huge thank you to Celeste Gonzalez from Rickety Roo for joining us. If you'd like to contact Celeste, you can find a link to her LinkedIn profile in our show notes or on voicesofsearch.com you can also visit her own personal website, celesteseo.com or her company website ricketyroo.com if you haven't subscribed yet or want a daily stream of SEO and content marketing knowledge in your podcast feed, hit the subscribe button in your podcast app or on YouTube and we'll be in your feed every week. Okay, that's all for today, but until next time, remember the answers are always in the data.

[Sam]

Sam.