Have you ever pondered how TikTok chooses which videos to feature in their recommended section? That’s search engine optimization for TikTok, and it’s becoming increasingly crucial as more people use the app as a search engine.

When users conduct a search on TikTok, the goal of TikTok SEO (Search Engine Optimization) is to ensure that the results are relevant to the user’s query. Using high-volume, relevant keywords is essential for both traditional SEO and TikTok SEO. TikTok SEO is a newer idea that is emerging as a tool for companies and creators to take advantage of the platform’s unique audience habits, and hence differs from traditional SEO in several key respects.

TikTok SEO Tips

TikTok says it’s an entertainment platform, not a search engine, but users still use it as a search engine all the time. Google’s own statistics suggests that over 40% of Generation Z users would rather use TikTok or Instagram than Google search. Google has admitted that TikTok is a threat to their search business, especially with younger viewers that place a premium on originality and peer-reviewed materials.

The ascent of Generation Z

It’s no secret that companies across the board are attempting to figure out the secret to winning over and keeping the loyalty of Generation Z customers. For good reason, too; Gen Z is the most multifaceted generation ever and controls more than $140 billion in purchasing power. But, brands’ ability to adapt to the changing tastes of the millennial age is still up for debate.

For one, Gen Zers are the most vocal demographic to have publicly chosen social media platforms like Facebook and Twitter over Google for their search needs. Gen Z is a generation that values authenticity and connection, so they are more likely to trust the opinions of their peers to find the information they need, and they also prefer a more streamlined visual experience in their search results.

More discerning shoppers who can spot a deal when they see one

In continuation of the previous argument, GenZ is widely recognised as the most well-educated generation to date. Yet, the social media audience as a whole is rapidly becoming more adept at spotting overly promotional and designed answers to their questions.

Native advertisements on Google allow firms with deeper pockets to outrank legitimate results for search queries by paying for a better placement on the search engine results page (SERP). Yet, companies and individuals who know how to “work” the Google algorithm by employing optimal SEO strategies can improve their positions in organic search results.

Requirement of a more satisfying visual experience

TikTok, a social media platform that facilitates user-generated content, provides consumers with the enhanced visual experience they are looking for while conducting a search. In addition to providing a more aesthetically engaging experience for searchers, short-form video with its genuine user-generated feel also provides snackable content chunks that are easier to digest.

The Best Ways to Improve Your Videos’ Search Engine Optimization for TikTok

If you’re looking to improve your video’s search engine optimization for TikTok, here’s a simple 5-step formula:

Know your target market and their search goals

Think about your target audience and the kinds of things they would look for on TikTok before you start working on your content. The first step in figuring out what your ideal audience is looking for when they conduct a search is to learn about them and how your brand fits into their lives.

Make sure your video uses relevant search terms

The next stage, choosing the best keywords to utilise in your film, is made easier if you have a firm grasp on your intended audience and their search intent. While choosing keywords for search engine optimization, keep in mind these three things:

The number of times your keyword is typed into a search engine is its “search volume.”
To what extent does your content relate to the search term being used?
If a keyword has a high keyword difficulty value, it will be challenging to achieve a high search engine ranking for that keyword.

Work those words into the video itself

Video creators on TikTok have 5 options for including relevant keywords in their clips:

Video Descriptions, Voice Captions, and Hashtags
Embedded captioning systems that are fully automated
And if at all possible, you should employ all five of these measures.

Our “3 Brands Killing It on TikTok” features the keyword “brands on TikTok,” such as in:

  • According to the on-screen captions
  • Animated dialogue
  • According to the caption
  • With a # in front of it
  • Closed captioning that is generated automatically

Plan out your hashtag approach

There is more to consider than “the more the merrier” when developing a hashtag strategy for TikTok search engine optimization. A well-rounded hashtag strategy will use a mix of long-tail and high-volume keywords to achieve both of these goals.

Long-tail keywords are search terms that are typically used towards the end of a user’s query because of their length, specificity, and high intent.

Apply what you’ve learned from the videos to your current SEO approach

The final step is not specific to any one video in particular but rather serves as a reminder to always look back on your work as a method to improve your TikTok SEO approach moving forward. You can learn more about your audience by checking at the comments of previously-viewed films or by recycling hashtags from viral clips. A/B testing related hashtags or hashtag sets will help you discover more about which ones are effective at bringing in visitors.