Let’s be real: Creating ridiculously engaging TikTok videos is only half the journey to fame and fortune on the platform. To really blow up, gain tons of followers, and maybe even become the next viral sensation (), you gotta master TikTok SEO. You might be wondering, “Wait, is this the same SEO I use to get my website on top of Google searches?” You bet! However, some key differences exist, which we’ll break down in this guide. We’ve got lots to unpack, so let’s dive in and make your TikTok stats skyrocket!

Contents

• What is TikTok SEO?
• How does content discovery happen on TikTok?
• Why does TikTok SEO matter?
• What are the TikTok SEO ranking factors?
• 5 ways to improve your TikTok SEO

What is TikTok SEO?

TikTok SEO is all about tweaking your content, profile, and posts to be easily seen and discovered on the platform. Basically, it’s similar to any other optimization method where you want your content to pop up more frequently when people look for related stuff.

Imagine this: you sell travel trailers and your content magically appears in TikTok’s search results for that exact term. The catch is that TikTok SEO isn’t identical to Google SEO because people find content differently on each platform. And trust me, TikTok’s way is way more exciting! Free guide » 10 Simple & Free Ways to Get on Google’s First Page

How does content discovery happen on TikTok?

To become a TikTok SEO wizard (and reap the benefits!), you gotta understand the three main ways people discover new content on the app.

The FYP page

The For You Page is where the magic happens for discovering fresh content on TikTok. Every time someone opens the app, bam! A full-screen video they’ve never laid eyes on before. This feed refreshes for each session and is unique to each user.

Think of the FYP as that place where people can randomly stumble upon your brand on TikTok. TikTok’s algorithm is the mastermind behind deciding which videos grace each FYP. Since TikTok is all about keeping you glued to your screen, the algorithm will show you stuff it thinks you’ll dig based on your past activity. Here’s the big difference between TikTok SEO and Google SEO: TikTok is all about passive discovery, using your behavior to curate your experience. Google, on the other hand, focuses on active discovery - you gotta tell it what you’re looking for before it shows you anything. That’s why what you’re currently doing on Google (the words you type in) is crucial. Now, there is some element of personalization in Google results at play, but it’s not nearly as influential as it is for the FYP.

TikTok search

Here’s where TikTok SEO and Google SEO start to look similar (and even go head-to-head). Right at the top of your TikTok screen sits a search bar where you can type in anything just like you would on Google. It even has an auto-suggest feature that fills in popular keywords as you type.

Guess what? TikTok has a search function that’s practically Google’s twin. When it comes to search, TikTok’s algorithm acts a lot like Google’s. It hunts down content matching the keywords you punch in. The cool part is that TikTok offers a few unique ways to make keywords work in your favor. We’ll get to those in a bit. After you’ve entered your search, you get a page like this, with a never-ending list of videos to pick from.

If you’re a keyword whiz, people will effortlessly find your videos when they search for relevant things. Notice that bar along the top? You can refine your search by hashtags, location, even sound! This is super important when we discuss how to use TikTok SEO to make your content shine. Use this Free Keyword Tool to find hot keywords and rank on both Google and TikTok.

Google Search

This is where the SEO worlds truly collide. TikTok content is now showing up in some Google search results.

Check it out! TikTok videos are going toe-to-toe with Google’s very own YouTube in search results. What’s the takeaway? Your TikTok SEO game needs to be in sync with your regular SEO strategy to get the most visibility for your content.

Why does TikTok SEO matter?

Let’s talk numbers: TikTok boasts over 1 billion(!) active users every single month. But here’s the kicker - younger shoppers (the ones who are about to be rolling in dough) are increasingly using it turning to TikTok over Google. A killer TikTok SEO strategy can put you directly in front of this massive and enthusiastic customer base.

TikTok is becoming a search engine

Sure, TikTok is still a discovery platform that helps users stumble upon creators they’ve never heard of. But like we said, it’s evolving into a search engine where people go to find their next pair of comfy boots or even business insurance.

TikTok is leveling up to become a full-fledged search platform where people learn about all sorts of products and services. Once your TikTok content is optimized, those very people will discover that you have exactly what they need.

You can diversify your non-paid traffic

Google traffic has been a bit all over the place lately, to put it lightly. And with AI Overviews now answering people’s questions directly, we might see even fewer clicks coming from Google searches. With TikTok’s growing user base and its expanding search engine features, it’s becoming a legit way to attract free traffic and fill that potential Google gap.

TikTok SEO is easier to break into than Google SEO

Let’s be honest: It’s tough for a new brand to crack the code and show up on Google for highly competitive search terms. That’s because Google loves websites with tons of authority (something the recent Google algorithm leak seems to confirm). TikTok, however, doesn’t put as much weight on your past performance. This means a brand can pop up on TikTok’s FYP and search results shortly after posting their very first videos - if they’re using smart TikTok SEO tactics, that is.

What are the TikTok SEO ranking factors?

TikTok’s algorithm analyzes countless signals to determine which posts make it to your FYP and search results. While we don’t know them all, the fine folks at TikTok did publish a document, highlighting some of the most important ones.

User interactions

TikTok personalizes your feed based on how you’ve engaged with content in the past. This ensures you see the most relevant videos (and stay hooked on the platform). Here are a few actions that influence TikTok’s decisions:

• Watching videos all the way through
• Following or hiding accounts
• Liking or sharing videos
• Commenting
• Reporting a video as inappropriate
• Adding videos to favorites It all starts the moment you open the app and subtly tell TikTok what you’re into. Plus, if other users with similar interests are engaging with a specific video, it’s more likely to pop up in your feed.

Video information

These ranking factors are key because they’re the ones you have the most control over. They include things like:

• Hashtags
• Sounds
• Captions When these elements in your posts match a search query (and align with a user’s activity), your content is more likely to land on their screen.

Device and settings

Believe it or not, the way your device and TikTok account are set up also plays a role in the content you see. A few examples of these device and settings ranking factors include:

• Language settings
• Country settings
• Device type This makes total sense since content in a language you don’t understand won’t keep you glued to your screen.

TikTok algorithm weighting factor

Like most algorithms, TikTok doesn’t treat all ranking factors equally. It prioritizes the ones that best predict which content will keep users engaged. The bottom line: focus on elements that make your content easy for the algorithm to understand (like nailing your hashtags) and those that keep viewers clicking and liking your posts.

5 ways to improve your TikTok SEO

Now that you’re familiar with the ins and outs of TikTok SEO, let’s get your content in front of more eyeballs with these killer tips.

1. Find and use keywords

One of a search engine’s primary jobs is connecting content to what people search for. On TikTok, this means when someone types “beach hats” into the search bar, TikTok will prioritize videos associated with that keyword.

To be featured in those search results, you gotta find the right keywords and use them strategically. Here are two simple ways to research keywords on TikTok. First, start typing a word related to your brand in the search bar and see what TikTok suggests.

TikTok’s autofill feature in the search bar makes keyword research a piece of cake. Second, TikTok’s Keyword Insights tool can generate a list of relevant keywords.

Good news - TikTok has a tool to help you uncover relevant keywords. Once you’ve compiled a list of keywords, it’s time to strategically sprinkle them throughout your content:

• Captions: Incorporate keywords naturally and organically (no cramming!) into your captions.
• Text in video: Adding readable text to your videos is a smart move, and there’s some evidence that suggests the algorithm picks up on keywords in this text.
• Speech in video: Try saying your keywords naturally while filming your videos (again, avoid sounding forced).
• Hashtags: We’ll delve into finding effective hashtags in the next section.
• Bio: Incorporate your most important keywords into your TikTok bio.
• Thumbnail text: Since TikTok can understand the text in your thumbnails, be sure to include your main keywords there.

2. Go big on hashtags

Hashtags on TikTok are like labels that categorize content by topic, making it easy for users to find what’s hot and trending. They’re also another signal for TikTok’s algorithm to match content to specific users and searches. Just like keywords, your mission is twofold: discover the best hashtags and use them in a way that helps both users and algorithms find your content. Similar to keywords, a simple way to find hashtags is by typing a general word into the search bar. But this time, complete the search and then click “Hashtags” at the top.

TikTok is super helpful and provides you with a curated list of related hashtags. Another tactic is to do some competitive analysis and see which hashtags other creators in your niche are using. Finally, TikTok once again swoops in with a tool to help you find awesome hashtags in its Creative Center.

Just like keywords, TikTok’s tools can help you pinpoint currently popular hashtags. To use your collection of hashtags effectively, simply add them to your captions. Here are some pro tips:

• Use a mix of broad (#FYP; #trending), niche-specific (#travelwithdogs, #bestpizza), currently trending (#stpatricksday, #Olympics), and branded (#nike, #youringoodhands) hashtags.
• Aim for three to six hashtags per post.
• Stick to hashtags that are truly relevant to your brand or business.

Make sure to use a good variety of different hashtag types. Don’t forget to include a #[topic]tok hashtag if there’s a relevant one (like #farmtok, #booktok, or #movietok).

3. Use trending sounds

This might sound surprising, but the sounds you hear on TikTok function a lot like hashtags and keywords. If you watch a bunch of videos with the same catchy tune or funny voiceover, TikTok tends to recommend more videos using those sounds. Plus, you can even search for content based on sound, just like hashtags!

Picking the right sound can significantly increase your chances of racking up those views. Let’s revisit TikTok’s Creative Center and see which sounds are trending right now.

Check out what other creators in your industry are using for their sounds. To ride the wave, try experimenting with sounds that aren’t trending yet but seem like they’re gaining momentum.

4. Post at the right frequency and time

While when and how often you post aren’t direct ranking factors, they can indirectly boost your TikTok SEO game. Posting more often simply increases your chances of going viral. There’s no magic number for how often to post. TikTok recommends multiple times per day, while some studies suggest a couple of times per week is sufficient.

The sweet spot is to post as frequently as you can while still providing valuable content that people actually want to watch. Remember, video completion is a direct ranking factor, so posting a bunch of videos people don’t finish will hurt more than help. TikTok also doesn’t explicitly care when you post. However, if you can get your content in front of your target audience when they’re most likely scrolling, it’ll give your videos an engagement boost, potentially increasing their visibility on the FYP of potential followers. The good news is that your TikTok analytics can tell you exactly when your followers are most active.

Your handy TikTok analytics dashboard reveals when your followers are most engaged.

5. Drive engagement

Let’s be real - likes, comments, and shares are the holy grail of ranking factors. You can’t force people to engage (thank goodness!), but you can certainly encourage them. Here are a few ways to boost engagement on your TikTok posts and skyrocket your SEO success. It all starts with a captivating hook that stops those thumbs from scrolling. Use an eye-catching thumbnail and some text that piques curiosity.

And speaking of text, don’t forget about captions! Many people watch TikTok videos with the sound off, so captions ensure they don’t miss out on your message.

Next, try incorporating simple tactics like asking viewers to share their thoughts in the comments, hopping on new trends, and using effects to make your posts visually appealing.

TikTok SEO is your ticket to virality

TikTok has come a long way from its early days of dance crazes and silly challenges. It’s now a serious contender in the search engine arena, rivaling Google as a place where people seek inspiration, information, and discover new brands. Just like with Google, optimizing your TikTok content and profile is crucial for reaching a wider audience. The good news? TikTok SEO doesn’t have to be complicated. Focus on using keywords strategically and creating content that people genuinely want to engage with. Combine this with consistency, and you’ll be well on your way to TikTok stardom.