- TikTok isn’t just for entertainment anymore. Many users treat it like a search engine, especially Gen Z.
- Learn about Search Intent for TikTok SEO. People use TikTok to learn, explore niche interests, and even shop. Create content that matches what they’re actively looking for.
- Keyword research on TikTok works similarly to traditional SEO, but with a focus on short, conversational, and trend-aware language.
- Optimizing TikTok content means more than just hashtags. Titles, captions, audio, and even spoken words in your videos all contribute to how your content is ranked and discovered.
- Post consistently and pay attention to what works. TikTok’s algorithm rewards frequent, engaging content. Use TikTok’s analytics tools to monitor performance and tweak your strategy as you go.
- Treat TikTok SEO like any other long-term marketing strategy. It’s not about chasing every trend. It’s about steady, strategic growth through smart, searchable content.
TikTok is here to stay, joining X and Instagram as an app that has become part of the daily routine for a wide range of users. From pre-teens to working adults, people go to TikTok for entertainment, expression, and connection — but also to learn new things and expand their worldviews. And that makes TikTok a crucial addition to your social media marketing strategy.
Plenty of brands have already discovered this, but many still aren’t taking full advantage of TikTok’s organic search potential. Along with Google and other social media platforms, TikTok should not be underestimated as a way to increase your brand visibility and organically build your base.
This blog is your guide to the fundamentals of TikTok SEO.
Understanding TikTok’s algorithm
Like any successful social media app, TikTok uses a powerful algorithm to serve up content that users most want and enjoy. For most users, this occurs on the For You Page, also known as the FYP. This is the “feed” where TikTok provides personalized recommendations that keep you scrolling and laughing.
But many people use TikTok as more than a passive video feed. Many, including and especially Gen Z, use TikTok as a search engine, actively searching for content to fit their interests or meet their needs in the moment.
That means any brand using TikTok for marketing needs a TikTok SEO strategy — and one of your biggest considerations should be search intent.
Leveraging search intent on TikTok
As a core tenet of SEO, search intent is not unique to TikTok marketing but is instead a foundational aspect of any good content marketing strategy.
“Search intent” refers to the reason behind a user’s search – in other words, it’s what they are trying to get or accomplish.
Search intent falls into a number of categories, which can vary depending on the search engine, platform, or app. For example, some of the most popular searches on Google are Informational intent. This means users are seeking knowledge or answers to a question.
Many think of TikTok as an app primarily used for entertainment, but it is increasingly used for educational purposes and more. Understanding search intent – and which types of searches your potential customers might be making – is key to making sure your content shows up in TikTok’s search results when and where you want it to.
The importance of keyword research
One of the most important steps in leveraging search intent is keyword research. Keyword research ensures that your content’s titles, captions, hashtags, and other discoverability factors are highly relevant to your users’ search intent.
The overall goals and methods of TikTok keyword research are similar to those of content marketing in general. But on TikTok, it’s especially important to focus on trend-driven, short-form searches that use a familiar and conversational tone.
With this in mind, your approach to keyword research for TikTok will not be much different from other types of keyword research. Key strategies include:
- Utilizing the search bar autocomplete: While this can be time-consuming, using search bar autocomplete to find searches related to broad terms related to your brand or field is a worthwhile way to broaden your keyword variety.
- “People also searched for” / Related searches: Similar to autocomplete, finding searches that are related to those that you know your users are or may be performing helps you cast a wider net.
- Trending Sounds/Challenges: While you don’t want to focus too narrowly on trends (which will make your content lose relevance faster) a portion of your content can and should target what users are into right now.
- Competitor analysis: What are your competitors ranking well for? Find out what they’re doing and how they’re doing it — then do it better.
Optimizing your TikTok content
Optimizing your content is just as important on TikTok as any other social media platform or search engine. Once you understand the keywords that your target audience is most likely to include in their searches, your next step is to optimize your TikTok content to ensure those users can find it.
TikTok content optimization has a lot in common with SEO on other audio-visual platforms, like YouTube and Instagram. The key discoverability aspects you want to optimize include:
- Video titles: TikTok users’ attention is a scarce resource. Craft video titles that hook users by keeping them clear, concise, and intriguing. In addition, integrate target keywords naturally to increase search discoverability.
- Captions: Similar to video titles, keep your video captions descriptive yet concise and readable. This is where you get to provide context for your content, while also boosting discoverability by using primary and supporting keywords. The ideal TikTok caption uses the full character limit, utilizes line breaks and emojis for readability, provides descriptive context, and ends with a call-to-action that drives the user to take further steps.
- Hashtags: Like keywords, strategic and relevant hashtags are a crucial way to increase discoverability. Use a mix of trending, evergreen, and branded hashtags, focus on quality over quantity, and integrate competitor research to optimize your hashtags.
- Other TikTok boosters: As a video platform, TikTok’s algorithm takes into account more than just what you write. Optimize spoken words, trending music and sounds, and engagement signals to boost discoverability.
Finally, make sure you are posting regularly. Consistent publishing makes it more likely for your content to show up in TikTok search results.
TikTok content monitoring
SEO is never a set-it-and-forget it task, and TikTok SEO is no different. Any TikTok SEO strategy must include careful and frequent monitoring. Once you’ve published your awesome content, it’s time to keep an eye out for successes and areas for improvement. As always, the more likes, comments, and shares, the better.
TikTok’s built-in analytics is a must-use tool available to business accounts. You’ll get visibility into views, watch time, reach, engagement, traffic sources, and audience demographics, all of which you’ll need to inform and refine your ongoing content strategy.
Takeaway
TikTok is not only a thrilling playing field for any brand that wants to engage creatively with potential users, but it’s also an indispensable way to increase your organic growth. If you’re not already leveraging the potential of TikTok SEO, let this guide lead you on your first steps.
Want more guidance with your TikTok SEO strategy? Redefine Marketing group has been helping brands use search engines and social media to boost organic growth since day one. Reach out to us today to hear what we can offer you as partners in your TikTok marketing journey.
