TikTok has more than 1 billion active users worldwide. This large audience presents many opportunities to increase your brand’s visibility.
To appear in front of your target audience, optimize your TikTok content for search engines.
In this article, learn what TikTok SEO is, how it works, and five ways to get more views.
What Is TikTok SEO?
TikTok SEO (search engine optimization) means improving your videos so that the right audience will see them. The goal is to appear on users’ For You Pages (FYP) and rank higher in TikTok’s search results.
The FYP is TikTok’s homepage, showing fresh content with each swipe. The TikTok algorithm curates these videos based on user engagement behaviors, including views, likes, and comments.
TikTok also includes a search feature. The FYP and search results pages help users discover new content. Both pages provide valuable opportunities for brands to increase visibility.
Why Is TikTok SEO Important?
Optimizing TikTok content helps your brand appear on your audience’s FYP or in their search results. TikTok SEO tactics, such as using hashtags, help the algorithm identify and categorize your content.
For example, if a user often likes financial advice videos or searches for related financial topics, TikTok’s algorithm will recommend similar videos and accounts to that user.
TikTok’s search function also attracts users who treat the platform like a search engine.
Younger audiences often use TikTok instead of Google Maps or Google Search. TikTok provides entertainment, information, and inspiration.
Brands must learn which content types and terms users search for to meet them where they are.
TikTok SEO Ranking Factors
TikTok has not fully revealed how its algorithms rank content. However, it has confirmed certain factors:
- User interactions: TikTok shows users more videos like the ones they have liked, shared, commented on, or favorited. The platform also recommends content similar to what a user creates.
- Video information: Hashtags, sounds (audio clips), and captions help TikTok identify and categorize a video
- Device and account settings: TikTok recommends content based on language preferences, country settings, and device type. Users in English-speaking regions or with English as their primary language will see more English content.
- Value to user: Watching a video to the end signals strong interest. TikTok weighs completion rates more heavily than factors like geographic location.
TikTok’s algorithms evolve, and the company keeps many details private. Test different strategies or follow advice from trusted experts to find what works best.
Expert Advice on TikTok SEO
Fashion influencer and creative director Chriselle Lim, who has more than 2.8 million followers, attributes her TikTok success to several tactics:
- Posting consistently: Lim recommends posting at least three times a day. Frequent posting often helps the algorithm show content to more users.
- Using specific hashtags: Lim avoids broad hashtags. Instead, she uses long-tail keywords like #feminineandproud and #bouncyskinisin
- Engaging with the audience: Lim spends 10-15 minutes after each upload liking and replying to comments
- Participating in trends: Lim leverages trends to reach new audiences. She suggests putting a unique spin on trends to stand out.
TikTok brand expert Nathan Allebach initially doubted TikTok’s value but later realized its potential to grow businesses. After creating many successful TikTok videos and going viral multiple times, Allebach recommends:
- Experimenting with content: Allebach made more than 50 videos before going viral
- Understanding TikTok culture: Identify popular songs, memes, and lingo. Decide when to use them.
- Effective captions and hashtags: Allebach suggests short, in-video captions for immediate clarity. He also recommends pairing hashtags with relevant viral trends (e.g., #erastourtaylorswift).
At Semrush Academy, Brian Dean interviewed SEO consultant Lidia Infante about TikTok SEO strategies for businesses. They discussed:
- Why users search for information on TikTok
- How TikTok videos appear in Google search results
- How TikTok SEO affects content strategy
- What TikTok SEO means for the future of search
To understand TikTok’s official and unofficial ranking factors, experiment and immerse yourself in the platform.
5 Ways to Boost Your Profile Visibility with TikTok SEO
1. Jump on Trends
TikTok trends involve popular sounds, filters, or filming styles that can help videos go viral.
For example, a trending sound and a “Wes Anderson” style might generate thousands of similar videos. Creators add their own spin, making familiar yet unique content.
TikTok rewards brands that adopt trends. Using trending elements with your brand’s own style often leads to more views.
For example, Shopify uses fun, educational content that follows trends, like this “entrepupneur” video. The brand uses on-screen text for accessibility and algorithm clarity while briefly promoting its platform.
Grammarly used trending audio to highlight filler phrases writers should avoid. The brand’s short, value-packed videos incorporate trending sounds, on-screen text, and relevant topics.
Focus on trends that suit your audience. Use TikTok’s Audience Insights to understand who watches your videos, what hashtags they use, and which ad categories they respond to.
Semrush’s Media Monitoring tool can further show audience sentiment and competitor mentions.
Key takeaways:
- Use trending sounds, styles, and filters that fit your audience
- Experiment with different trend types
- Track performance using TikTok analytics and other insight tools
2. Include Keywords and Hashtags
Keyword research is crucial for TikTok SEO. Include relevant keywords in on-screen text, captions, and titles.
Canva, for example, uses phrases like “How to replace objects in images with Magic Edit” to reach users searching for that feature.
Use a handful of relevant hashtags instead of many broad ones. TikTok’s search feature helps you find related hashtags. Consider both popular and niche hashtags. More popular hashtags have higher competition, so mix them with more specific terms.
TikTok’s Keyword Insights tool helps you track keyword popularity and click-through rates. Use these findings to refine captions and hashtags.
Key takeaways:
- Use relevant keywords in titles, captions, audio, and hashtags
- Choose a small number of highly relevant hashtags
3. Create Shareable Content
Favorites and shares signal user interest to TikTok’s algorithm. Users can favorite content to save it for later and share it with friends via private messages or other platforms.
TikTok makes it easy to see how many likes, comments, favorites, and shares a post receives.
Image source: TikTok
Educational videos and tutorials often encourage users to save and share.
Fenty Beauty’s makeup tutorials, for example, inspire users to bookmark the content. Funny videos, like those from Duolingo, also spark many shares.
Determine which content your audience prefers. Educational, entertaining, or inspirational content can increase favorites and shares, boosting visibility.
Key takeaways:
- Favorites and shares influence TikTok rankings
- Experiment with content types that your audience will save or share
4. Engage with Your Audience
Comments and likes on comments also count as user interactions. The algorithm sees these as indicators of engaging content. Replying to comments encourages more conversation. More conversation creates stronger signals that your video interests users.
Chipotle, for instance, shows a personal touch in replies, which invites more likes and comments. Other users notice this engagement and may participate too.
Key takeaways:
- Replying to comments promotes more user interaction
- Building relationships in the comments may increase visibility
5. Collaborate with Other TikTokers
Collaborations with influencers can increase your visibility. Influencers introduce your brand to their followers, potentially appearing on their Following pages.
Collaborations can mean appearing in another brand’s video, using each other’s products, or creating duets.
For example, Zach King collaborated with McDonald’s. When users search Zach King’s name, McDonald’s also appears, allowing curious viewers to discover new branded content.
Guess partners with influencers like Camella La Compte, whose following ensures the content reaches a sizable, interested audience.
Dunkin’ collaborated with Charli D’Amelio, creating “The Charli” drink and achieving significant sales boosts.
Key takeaways:
- Influencer marketing can improve your TikTok ranking
- Work with influencers who share your target audience
Where Is TikTok SEO Headed?
Experts predict continued user growth for TikTok, which will likely increase its role in search.
TikTok is adding features to improve brand safety and user experience. Users can see why they receive certain recommendations and reset their FYP, which helps them discover new content.
TikTok also expands ecommerce features, wellness tools, and improved accessibility. These updates may lead the platform to favor product-focused, wellness-centered, and accessible videos.
TikTok won’t replace Google, but search activity on the app is increasing. Ranking well on TikTok can help brands reach more potential customers. Competitors that optimize their TikTok presence may capture market share first.
Use Semrush’s Media Monitoring tool to track audience sentiment and competitor activity. This data can help guide your strategy.
Manage Your Social Media with Semrush
Semrush Social helps manage multiple platforms, including TikTok. It provides tools for posting, scheduling, tracking top-performing content, analyzing engagement, and monitoring your inbox.
With these insights, optimize your social media presence and drive better results.
Semrush Social includes:
- Social Poster: Write, schedule, and publish posts consistently
- Social Tracker: Identify top-performing content for you and competitors
- Social Content Insights: View engagement metrics and post stats
- Social Analytics: Access in-depth historical insights about audience behavior and content performance
- Social Inbox: Streamline direct message and reply management
Use these strategies and tools to launch your TikTok SEO approach and enhance your brand’s visibility.