Preserving brand visibility in the AI overview era: A TikTok-augmented SEO framework for Premium Coliving

Farhan Dwi Sarjono () and Ilma Aulia Zaim ()
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Farhan Dwi Sarjono: Institut Teknologi Bandung
Ilma Aulia Zaim: Institut Teknologi Bandung

Priviet Social Sciences Journal, 2026, vol. 6, issue 7, 631-642

Abstract: Google launched AI Overview in 2024. It puts an AI-written answer at the top of the search page, so users get their answer without clicking. This hurts brands that rely on organic search. For Nook, a premium coliving operator in Indonesia, organic search brings about 40 percent of monthly leads, and most of that starts with blog content that builds awareness. After AI Overview, Nook's blog clicks fell 59.9 percent. This study asks what the brand can do. It used insider action research across two cycles, in December 2025 and January 2026. The idea, called TikTok-Augmented SEO, is to rebuild awareness on a channel the AI summary does not touch. TikTok was the cheapest channel by cost per reach. Part of the SEO budget was moved to TikTok awareness ads, and total spending was kept flat. The plan was simple: TikTok pushes people to search the brand on Google, and that branded search turns into leads. The study tracked five metrics: TikTok budget, TikTok reach, brand search impressions, brand clicks, and SEO leads. Over the two cycles, TikTok reach and brand search impressions rose, and SEO leads reached an all-time high of 12,247 in January, up 24.6 percent on the baseline. Cost per lead fell while spending stayed flat. Interviews with three managers supported the same story. The study proposes a framework: TikTok awareness drives branded search, and branded search turns into leads. It covers two months and one company, so the findings are early signals, not final proof.

Keywords: AI Overview; search engine optimization; brand visibility; branded search; social media marketing; action research (search for similar items in EconPapers)
Date: 2026
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DOI: 10.55942/pssj.v6i7.2042

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