When people think of SEO (Search Engine Optimization), platforms like Google or YouTube likely come to mind. However, TikTok, arguably the most popular social media platform in recent years, has also emerged as a powerful alternative search engine. This is why optimizing your content with TikTok SEO can help creators boost their visibility and reach by targeting the right keywords. It can benefit a creator looking to grow their audience or a brand tapping into TikTok’s vast potential. Optimizing your content for search is becoming increasingly essential. But if you don’t know where to start, don’t worry! This article will dive into TikTok SEO, explore how users leverage TikTok as a search engine, and provide actionable strategies for conducting TikTok keyword research.
Let’s get started.
What is TikTok SEO?
TikTok SEO, or Search Engine Optimization, is the practice of optimizing your TikTok videos, captions, and overall content strategy to ensure they are easily discoverable on the platform’s search feature. While SEO traditionally refers to optimizing content for search engines like Google or Bing, the concept has now expanded to include social media platforms like TikTok, where users increasingly use the app to search for information, tutorials, and trends.
Optimizing your content for TikTok’s algorithm means ensuring your videos align with the behaviors and interests of TikTok users, much like how websites are optimized for search engines. Since TikTok is treated like a search engine by many users, especially younger demographics, it makes sense for marketers and content creators to take a strategic approach when posting videos.
Here are the key areas TikTok SEO focuses on:
- Keywords: Just as with Google, it’s essential to identify popular terms and phrases that your audience is actively searching for. These keywords can be incorporated into your video’s captions, hashtags, and even text overlays. The more relevant your keywords are to trending or frequently searched topics, the better your video will rank in TikTok’s search results.
- Engagement Metrics: TikTok’s algorithm is highly influenced by engagement. The more likes, shares, and comments your video receives, the greater the chance it will be recommended on the For You Page (FYP) or appear in search results. Engagement signals to the algorithm that your content is valuable to viewers.
- Content Relevance: The platform also evaluates how well your video aligns with trending topics or user search interests. Content that resonates with current trends or taps into popular themes will naturally be pushed more by TikTok’s algorithm.
- Meeting audience expectations: Ensuring that your video format and length match what users are looking for helps capture attention and engagement. This can keep viewers watching longer, improving your performance in TikTok’s algorithm.
- Adapting based on performance: Tracking how your videos perform in search and using insights to tweak and improve your content is essential for long-term success.
Do People Use TikTok as a Search Engine?
Absolutely! TikTok has transformed from a platform for entertainment into a major discovery tool, particularly for Gen Z. According to a study by Her Campus Media, 74% of Gen Z users treat TikTok as a search engine, and 51% even choose it over Google for finding information. The platform’s quick, engaging video format offers bite-sized answers, making it a favorite for discovering everything from product recommendations to how-to tutorials.
Popular searches on TikTok include everything from recipes and DIY hacks to fashion advice and TV show recommendations. Instead of scrolling through long blog posts or watching extended videos, users can get to the point in seconds. Some users even download TikToks to refer back to helpful content later, adding to the platform’s appeal. This has made TikTok the go-to platform for those looking to stay updated on trends and find creative solutions to everyday needs.
What’s more, nearly three in four Gen Z users have made purchases based on a TikTok recommendation, leading to viral trends like #TikTokMadeMeBuyIt. With such massive influence, brands are increasingly leveraging TikTok SEO to ensure their products and services are discoverable, making it a vital part of modern digital marketing strategies.
How to Do TikTok Keyword Research
Now that we know TikTok is a powerful search engine, let’s talk about how to find the right keywords to boost your TikTok SEO.
Here are some effective methods:
Use the TikTok Search Bar
One of the simplest ways to start your TikTok keyword research is by using the search bar itself. When you begin typing in TikTok’s search feature, it auto-suggests related queries, showing you what other people are actively searching for.
For instance, if you’re a fitness influencer and type “workout,” TikTok will auto-complete the search with popular terms like “workout for beginners,” “home workout,” or “workout tips.” These suggestions can serve as potential keywords to include in your content.
Additionally, when you hit search, you’ll see the most popular videos and creators under that keyword. Reviewing this content gives you an idea of the type of videos that perform well for specific keywords, providing insight into how you can tailor your content for better visibility.
View TikTok Creative Center’s Keyword Insights
TikTok has its own Creative Center that offers a wealth of keyword insights and analytics to help creators and brands optimize their content. Through this platform, you can access trending keywords, discover what’s resonating with users, and track what’s popular in different regions.
The TikTok Creative Center is an excellent tool for finding high-traffic keywords in your niche. By filtering data based on industries, interests, and regions, you can discover keywords that align with your audience’s preferences. This research can give you an edge by allowing you to craft content that capitalizes on current trends and keywords.
Analyze Your Creator Search Insights
TikTok provides analytics for creators with Pro accounts. These insights show you data on your content’s performance, including what keywords and search terms people used to find your videos.
By analyzing this data, you can determine which keywords have been effective for your content and which ones might need adjustment. If specific videos perform well based on particular search queries, it makes sense to create more content around those keywords to further boost engagement.
Regularly reviewing your TikTok analytics not only helps with SEO but also ensures that you’re keeping up with the evolving interests of your audience.
Research What People Are Searching on Google
Even though TikTok has become a search engine of its own, you can still take advantage of Google’s keyword data to inform your TikTok strategy. Tools like Google Keyword Planner, Ahrefs, or SEMrush allow you to find popular search terms in your niche.
You can use Google data to find general trends and incorporate those keywords into your TikTok content. For instance, if Google shows a spike in searches for “fall outfit ideas,” you can create TikTok videos around that topic using relevant keywords in your captions and hashtags.
By aligning your TikTok strategy with trending Google searches, you’re positioning your content to be discovered by users on both platforms.
Find Out What’s Trending
Staying on top of TikTok trends is crucial for boosting your content’s visibility. The TikTok Creative Center has a “Trending” section that highlights popular content and challenges. By following these trends and creating content that taps into viral moments, your chances of landing on the FYP or ranking in search results increase.
But remember, don’t just follow trends for the sake of it—find ways to align these trends with your niche and style. Whether it’s through hashtags, challenges, or even trending sounds, leveraging popular content formats while staying authentic to your brand can help increase engagement.
Conclusion
As TikTok continues to evolve, so too does the importance of optimizing your content for discoverability. TikTok SEO is a powerful tool that allows creators and brands to reach a wider audience by leveraging strategic keywords. By using TikTok’s search bar, analyzing Creative Center keyword insights, reviewing creator analytics, and staying informed on trends, you can build a robust SEO strategy that enhances your visibility.
TikTok has become more than just a social platform and is a search engine in its own right. Mastering the art of TikTok keyword research will ensure that your content doesn’t get lost in the vast sea of videos but instead surfaces right when your audience is searching for it.
