TikTok SEO Strategy to Show Up on TikTok Search in 2024

With 40% of Gen Z turning to TikTok as their primary search engine, creators and brands must implement a robust TikTok SEO strategy for improved discoverability. Let’s learn how to optimize your content, expand your reach, and effectively target your desired audience on the platform.

What is TikTok SEO?

TikTok SEO (Search Engine Optimization) is the practice of optimizing your content to increase its visibility and discoverability on TikTok. Just like traditional SEO on platforms like Google or YouTube, SEO on TikTok involves using specific strategies to ensure your videos show up in the search results when users look for certain keywords or hashtags.

For example, with the keyword “asmr sleep and relax”, account @nanouasmrofficial hold 3 positions in the top 10 because she knows how SEO on TikTok works. A few things we can see are her videos have high engagement (likes, follows, comments, shares), relevant hashtags, and a caption with keywords that explain video content.

With the growing popularity of short-form video content, TikTok has become more than just an entertainment platform. It’s now a powerful search engine in its own right. Users are increasingly using the platform’s search bar to find videos on topics ranging from product reviews to how-to guides, and even tips and tricks for different hobbies.

TikTok videos can also appear in Google search results. Google has begun displaying short TikTok videos in its SERPs, making it one of the top three social platforms with the highest growth in visibility on Google, according to Rise at Seven’s analysis.

So, as more users turn to TikTok to search for content, brands, and creators need to develop a strong TikTok SEO strategy. Because when you understand how to optimize your content, it can finally get the visibility it deserves.

TikTok SEO ranking factors

To understand TikTok SEO, you first need to understand what TikTok looks for when ranking content. There are several core ranking factors for the TikTok algorithm, including:

How to do TikTok SEO in just 5 steps?

From understanding your target audience to incorporating keywords and hashtags effectively, our guide will empower you to optimize your TikTok presence and attract more engaged viewers. Here’s how to create a TikTok SEO strategy:

Step 1: Understand your audience and their search intent

One of the most important aspects of doing SEO on TikTok is understanding your audience. Knowing who they are and what they’re searching for allows you to produce content that truly resonates.

If you’re already active on the platform, you might have a good grasp of what your audience enjoys. If not, invest time in learning more about them by observing which videos they engage with and the hashtags they use. Pay attention to the comments and messages they leave on your content, as this will give you valuable insight into their preferences, enabling you to create more relevant content.

Step 2: Select the right keywords for your video

Keyword research is a pivotal part of traditional SEO, so it makes sense to use it on TikTok, too. Find out what words or phrases your target audience is using when searching for content like yours. You should choose keywords with high search volume, relevance to your content, and low keyword difficulty.

Here’re some guides to help you choose the right keyword:

• Niche Community Targeting:
  • Low-medium search volume
  • High relevance
  • Low keyword difficulty
• Bridging Content Gap:
  • High search volume
  • High relevance
  • Low keyword difficulty
• Exposure and Awareness:
  • High search volume
  • Medium relevance
  • Low keyword difficulty

Remember to balance search volume, relevance, and difficulty, while keeping your audience’s search intent in mind. Avoid prioritizing one aspect over the others and ensure your selected keyword aligns with your optimization goals.

Step 3: Incorporate the keywords into your content

After completing your TikTok keyword research, incorporate those keywords into your content. Utilize keywords in the in-video text, speech, captions, hashtags, and automated closed captions to maximize keyword visibility and enhance the relevance of your videos. Ensure that your selected keyword appears prominently within the first 3 seconds of the video.

Step 4: Determine hashtag strategy

Hashtags on TikTok play a crucial role in categorizing your content and making it discoverable to the right audience. Create a hashtag strategy that combines long-tail keywords to target specific audience intent and high-volume keywords to increase your content’s reach and visibility. This balanced approach helps you attract both niche viewers and a broader audience.

Step 5: Track your progress

Monitoring your TikTok analytics is the most effective way to evaluate whether your SEO strategy is working. It provides valuable insights into which videos are performing well and the type of engagement they’re generating. Analytics can also highlight areas for improvement, such as topics or keywords that aren’t connecting with your audience.

Start with reviewing the performance of your past videos can provide valuable insights to refine your SEO strategy. Identify what worked well, such as successful hashtags or topics that resonated with your audience, and incorporate those learnings into future content.

How to measure SEO performance on TikTok?

Measuring SEO performance on TikTok involves tracking key metrics like keyword ranking, audience demographics, and engagement rates. Here are three ways to assess your TikTok SEO performance:

#1 Determine keyword ranking

Use TikTok’s search bar and explore page to see where your videos rank for targeted keywords. Search for the keywords and hashtags you’ve used in your content to see if your videos appear within the top results. Regularly check your positioning and adjust your content or keyword strategy based on the results to maintain a strong presence.

For example, you can see a video about Merit Beauty ranking second for the search query “bronzer stick.”

#2 Analyze your audience

You can use TikTok Analytics to understand your audience demographics, including age, location, and activity patterns. Knowing your audience and their behavior better helps you refine content to match their preferences and improve discoverability.

Access the Viewers tab by clicking More Insights at the bottom of your video and then clicking Viewers at the top right side of the screen.

#3 Analyze engagement rate

Engagement rate is a critical indicator of how well your content is performing. High engagement signals to TikTok’s algorithm that your content is relevant and valuable, increasing your chances of ranking higher in search results and appearing on the “For You” page. If you notice engagement dipping, consider tweaking your keywords or content format to better connect with your audience.

Access the Performance tab by clicking More Insights at the bottom of your video, and then clicking Performance at the top left side of the screen.

Tips to optimize for TikTok search

Here are some actionable tips to help you rank higher on TikTok’s search bar and get more visibility for your content:

#1 Do the keyword research

In traditional SEO, keyword research is an essential part. Conduct thorough keyword research for TikTok by leveraging established SEO tools like Google Ads Keyword Planner, SEMrush, and Ahrefs. Although there aren’t specific TikTok SEO tools available, you can use TikTok to explore popular keywords. Simply enter relevant terms in the search bar and pay attention to auto-populated suggestions.

Another tip, select relevant keywords from the suggestions that align with your content. Because TikTok auto-populates the search bar with popular keywords related to your query. For example, with the keyword “hair care”, the search will show “hair care + a/b/c” like this:

The last one is to discover popular hashtags with the TikTok Creative Center. It shows the top hashtags in the last 7, 90, or 120 days. Each hashtag shows posts, view counts, and the creators who used them. Simply click the “Analytics” button to find comprehensive data including usage stats, a trend graph, examples of videos with the hashtag, and related interests.

>>> Learn More: Mastering TikTok Keyword Insights: Unveiling Ad Potential

#2 Add keywords to the text in your videos

Once your TikTok keyword research is completed, remember to optimize TikTok SEO content by strategically incorporating keywords in titles, descriptions, captions, and on-screen text.

Not only add text, but you also need to say the keywords out loud for better algorithm prioritization. Also, add your most relevant target keywords to your TikTok profile to give potential followers know what kind of your content is and whether they should follow you.

#3 Decide on the optimal number of hashtags

An optimal number of hashtags to use is 3-5 hashtags. You can easily find hashtags related to your subculture on the Discover page or search bar. But on the Discover page, you’ll also be able to view trending hashtags on TikTok and any videos currently using them. 

Don’t forget to include both primary and relevant keywords in any hashtags you use will help people find your posts more easily. But don’t overdo it. Remember the optimal number of hashtags and a couple of essential TikTok hashtag tips:

• Utilize a combination of subculture and trending hashtags.
• Leave space in captions for hashtags.
• Create a branded hashtag challenge to engage your audience and boost brand awareness.
• Research competitors on other platforms, like Instagram or YouTube, and see what kind of keywords they use.

Off-TikTok SEO Strategies

While optimizing your content within the TikTok app is crucial, leveraging off-platform SEO strategies can significantly amplify your reach and visibility. You can drive more traffic, strengthen your online presence, and even rank higher in Google search results. Let’s dive into some effective off-TikTok SEO strategies:

#1 Link Building and Embedding TikTok Videos

Link building is a core component of any successful SEO strategy, and the same principle applies when promoting your TikTok videos. Sharing and embedding your TikTok content across different platforms not only helps attract more viewers but also signals to search engines that your content is valuable and worth ranking.

• Share on Other Social Media Platforms: Distribute your TikTok videos on platforms like Instagram, Facebook, Twitter, and LinkedIn. Each share or mention on these platforms acts as a backlink, which can positively impact your video’s SEO.
• Embed TikTok Videos on Websites and Blogs: Try embedding your TikTok videos in your blog posts or website content. For instance, if you’ve created a TikTok video about “5 Digital Marketing Tips,” write a blog post around the same topic, and embed the video within the post.
• Create Blog Posts Around TikTok Videos: Consider creating standalone blog posts or articles for each of your high-performing TikTok videos. Write summaries or expanded content based on the video topic and include the TikTok link within the post.

#2 Optimize TikTok Videos for Google Search

TikTok videos have started appearing in Google’s search results, so optimizing them with SEO best practices can improve your chances of ranking on both platforms. Here’s how you can do it:

• Optimize Titles and Descriptions: Use relevant SEO keywords in your video titles and descriptions. Think about what users might type into Google or TikTok’s search bar to find content like yours.
• Use Alt Text and Descriptions in Captions: While TikTok doesn’t offer a dedicated alt text option, you can still add context by using descriptive captions. Write captions that describe what your video is about, using relevant keywords naturally.
• Leverage Keyword-Rich Hashtags: Choose hashtags that reflect your video’s main topic and include a mix of broad and specific keywords.

Wrap-up

Amid growing competition on TikTok, operating TikTok SEO can greatly assist in increasing your chances of appearing in search suggestions. Additionally, schedule your TikTok posts strategically to maintain consistency and align with the platform’s algorithm. By implementing an effective TikTok SEO strategy, you’ll quickly begin to experience the advantages it brings.