I still laugh when I think about the first reactions I get when discussing TikTok SEO with people in the industry.
“TikTok what now?” is the usual response, followed by confusion about why anyone would need to optimise for a platform known for dance trends and viral challenges. Fair enough. Three years ago, pairing “TikTok” and “SEO” in the same sentence sounded bizarre even to me.
But here’s the thing. That platform once stereotyped as just for teens dancing has transformed into something much more significant. It’s turned into a search engine. A properly massive one. And if your business targets anyone under 35, you probably need to care about this.
Just look at how people use the platform now. When looking for restaurant recommendations or travel inspiration, many users bypass Google entirely and head straight to TikTok. Why? Because they prefer seeing the actual experience through video rather than reading text descriptions on websites. “Google just gives you websites. TikTok shows you what the food actually looks like and what real people think about it” is a sentiment I hear regularly when discussing search habits.
The statistics back this up. Nearly 40% of Gen Z now turn to TikTok or Instagram instead of Google for certain searches. They’re looking for restaurants, products, travel ideas, and how-to advice. And they prefer video results from real people over text-based websites.
This isn’t some niche trend either. With over 1.7 billion users globally, TikTok has quietly transformed from a quirky entertainment app into a legitimate discovery engine. Which means proper TikTok SEO isn’t optional anymore if you want to reach younger audiences.
Let’s break down what actually works on this platform, based on observations and research into what drives visibility on TikTok.
The way people look for information online has fundamentally shifted. It used to be so simple. If you wanted to know something, you went to Google. End of story. But that’s not how it works anymore.
User search behaviour has exploded across multiple platforms. People aren’t just looking to Google for their information and answers anymore. The nature of search behaviour is now incredibly broad and diverse. Someone might start on YouTube for a tutorial, jump to Reddit for community opinions, ask ChatGPT or Claude or Perplexity for an AI perspective, and then head to TikTok to see real-world examples.
I’m seeing this pattern everywhere. People, especially younger demographics, love getting information in short-form video format. But here’s what’s interesting. It’s not just young people. Even my dad, who’s not exactly tech-forward, uses TikTok regularly. He started for entertainment, but now he’s actively searching for information there too.
My own search habits have changed dramatically. When I’m looking for inspiration on hotels to visit in a specific country or trying to decide which restaurant to try in London or Hertfordshire, I find myself opening TikTok first. Why? Because I can immediately see what these places actually look like in reality, not just professionally staged photos. I can watch real people having real experiences, which feels more trustworthy than marketing copy or carefully curated website images.
The appeal of TikTok for searching is pretty obvious when you think about it. Why would I want to read a long article about the best coffee shops in Birmingham when I can watch 30-second clips showing exactly what they look like inside, what the coffee presentation is like, and hear authentic customer reactions?
Now, I’ll be honest. TikTok SEO isn’t as advanced as Google SEO in terms of the data and metrics available. With Google, we have Keyword Planner showing search volume data, plus tools like Semrush, Ahrefs, and loads of other third-party platforms that give SEOs incredible insights. TikTok doesn’t have that robust ecosystem yet.
There are some keyword research insights available through TikTok Creator tools, but it’s still in its infancy compared to the sophisticated data available for traditional SEO. That said, I’m convinced this is just the beginning. As more people across all age groups adopt TikTok for search, the platform will likely develop more sophisticated analytics and SEO tools. Businesses that start optimising now will have a massive head start when that happens.
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Before we dive into specific optimisation tactics, let’s chat about how TikTok fundamentally differs from traditional search engines. Because if you approach it the same way you approach Google, you’ll miss the mark completely.
TikTok has two main ways content gets discovered: the algorithmic For You Page (FYP) and direct search. And honestly, this creates a bit of a headache because you’re basically optimising for two different systems.
The FYP is TikTok’s bread and butter. That endless scroll of content that somehow knows exactly what you’ll like before you do. The algorithm behind it is freakishly smart, watching everything from what videos you watch fully to how quickly you scroll past others.
It picks up patterns incredibly fast too. Start watching a few videos about houseplants, and suddenly your feed is 30% plant content. It’s both impressive and slightly unnerving how quickly it adapts to your interests.
TikTok search, on the other hand, works more like what we’re used to with Google. You type what you’re looking for, and TikTok shows you relevant videos. But here’s where it gets tricky: the ranking factors for search results aren’t the same as what gets you on the FYP.
For search, keywords actually matter a lot. I’ve seen videos rank really well for specific search terms mostly because they used the right keywords in the right places, even when their likes and comments weren’t anything special. Meanwhile, super viral videos sometimes don’t show up in search results at all because they lack specific keyword optimisation.
The smartest TikTok strategy balances both approaches. You need those engagement signals to satisfy the algorithm while also including the right keywords to appear in searches. It’s a juggling act that takes some getting used to.
If there’s one thing you take away from this guide, make it this: on TikTok, watch time is everything. If people watch your video all the way through (or even better, multiple times), that’s the strongest positive signal you can possibly send to the algorithm.
This is why successful TikTok content hooks viewers in the first couple of seconds. Studies show TikTok users decide whether to keep watching or scroll past in under two seconds. You literally have a blink-and-you’ll-miss-it timeframe to grab attention.
I’ve tested this myself with similar content structured differently. Videos that start with a powerful visual or surprising statement consistently outperform those that build up more gradually. It doesn’t matter how amazing your content is at the 10-second mark if nobody watches that far.
Other important engagement signals include:
But here’s something that surprised me: follower count doesn’t actually matter that much for TikTok success. I’ve seen accounts with a few hundred followers create videos that reach millions of views. The algorithm seems to care way more about how engaging your specific video is than how popular your account is overall.
While the FYP dominated early TikTok, search has been quietly becoming more and more important. The platform has been steadily building out its search capabilities with features like:
This matters because it shows TikTok is serious about becoming a proper search platform. They’re following Google’s playbook, just with video as the primary format instead of text.
The search functionality creates some interesting opportunities too. Content optimised for search tends to have a longer shelf life than content that only performs well on the FYP. A video ranking well for a popular search term might continue driving views for months, while FYP visibility typically spikes and then drops off after a few days.
Alright, let’s get into the practical stuff. These are the core elements that’ll help your content perform better both in TikTok’s search results and on the FYP.
Keywords on TikTok work differently than on Google, but they’re still super important for getting found. Here’s where keywords make the biggest impact:
On-Screen Text: This is probably the most underrated yet powerful place for keywords. TikTok can actually read text that appears in your videos, and this significantly impacts search rankings. I’ve seen videos rank for specific search terms primarily because those exact words appeared on screen, even when competing videos had more likes and comments. So put your most important keywords in text overlays, especially in the first few seconds.
What You Say: TikTok can understand your speech too! Keywords you mention verbally help the algorithm figure out what your content is about. You don’t need to awkwardly repeat search terms, but be mindful that your spoken content affects how discoverable you are.
Captions: Obviously, including relevant keywords in your captions helps too. But keep it natural. Write like a human, not a robot trying to game the system. Keyword stuffing looks spammy and turns viewers off.
Profile Elements: Your username, display name, and bio are all opportunities to include keywords. If you specialise in something specific, consider including relevant terms in these elements.
When I’m researching keywords for TikTok, I start by using the search bar to see what auto-suggestions pop up. This shows you exactly what people are actively searching for. Type “how to make” and you might see suggestions like “how to make pasta from scratch” or “how to make money online”. Giving you direct insight into popular search queries.
Hashtags on TikTok help categorise your content and make it discoverable. But using them effectively is more nuanced than you might think.
First off, you don’t need loads of hashtags. Despite what you might have seen elsewhere, most TikTok experts recommend using just 3-6 highly relevant hashtags rather than cramming your caption with dozens of tags. Quality really does trump quantity here.
A smart approach mixes broader hashtags (#foodtiktok) with more specific, niche tags (#homemadepasta) to balance potential reach with targeted visibility. The niche tags often have less competition, making it easier for your content to stand out.
I’ve also found that trending hashtags can give your content a boost, but only when they’re actually relevant to what you’re posting. Forcing connections to trends that don’t make sense comes across as inauthentic and can actually hurt your performance.
One thing to remember: unlike Instagram, where hashtags are somewhat separate from your caption, on TikTok they’re part of the same character limit. So you need to balance having enough descriptive caption text with leaving room for your chosen hashtags.
TikTok is fundamentally driven by trends, especially when it comes to sounds and music. Using trending audio can significantly boost your chances of appearing on the FYP.
Here’s why trending sounds matter so much:
I’ve seen this work firsthand. Videos using trending sounds often get a noticeable initial boost in views compared to those using random or original audio, even when the content quality is similar.
But, and this is important, don’t force it. Jumping on a trend that has nothing to do with your brand or message usually falls flat. The key is finding trends that naturally align with the content you’d be creating anyway.
You can find trending sounds by checking the Discover page in the app, looking for the small arrow icon next to sounds (indicating trending status), or browsing TikTok Creative Center for trending sounds in your region.
Remember that trends move at lightning speed on TikTok. What’s viral today might be forgotten tomorrow, so try to catch trends on the upswing rather than when they’re already fading.
Your TikTok profile is basically your home base on the platform, but many creators completely overlook optimising it. Here’s a quick rundown of how to make your profile work harder for you:
Your username and display name should include relevant keywords that reflect what you do. A fitness coach might include “fitness” or “personal trainer” in their name to improve visibility for related searches.
Your bio is limited to just 80 characters, so make each one count. Clearly explain who you are and what value you provide, while naturally incorporating primary keywords.
If you’ve got a Pro account, select the most accurate category for your content. This helps TikTok categorise your account properly and show it to the right audience.
And if you’re eligible for a link in bio, use it strategically. Consider using a link-in-bio tool that lets you send viewers to multiple destinations instead of just one URL.
A well-optimised profile not only helps with searchability but also plays a huge role in converting casual viewers into followers. When someone likes your video, they’ll often check your profile to see if the rest of your content is worth following. A clear, keyword-rich profile helps them immediately understand what you’re all about.
Now let’s talk about the actual process of creating content that performs well on TikTok, incorporating all these elements we’ve discussed.
The best TikTok videos start with solid research. Before you even think about filming, spend some time understanding:
This research phase is often rushed or skipped entirely, but it makes all the difference between content that gets seen and content that disappears into the void.
When it’s time to create your content, keep these principles in mind:
The most important thing to remember is that your primary goal is creating content people actually want to watch. All the SEO tactics in the world won’t help if your content isn’t engaging or valuable to viewers.
Once your video is created, it’s time to fine-tune all the elements that go along with it:
Consider when your audience is most active. While not directly related to SEO, posting at peak times can boost initial engagement, which then influences visibility.
To refine your strategy over time, pay attention to how your content performs:
Use these insights to keep refining your approach, doubling down on what works and adjusting what doesn’t.
If you’re familiar with traditional SEO, you’ll need to shift your thinking for TikTok. The principles have some similarities, but the execution is completely different. On Google, content tends to be comprehensive and in-depth. On TikTok, brevity and getting straight to the point win every time. Google rewards thorough coverage of topics while TikTok rewards content that immediately hooks viewers. Google’s algorithm considers hundreds of factors including backlinks, domain authority, and technical elements like page speed. TikTok focuses heavily on engagement metrics. Watch time, completion rate, shares, and comments.
User intent works differently too. On Google, someone searching “best coffee London” is usually looking for a comprehensive list with reviews and details. On TikTok, they want quick visual snippets showing the coffee, atmosphere, and authentic reactions. Perhaps the biggest difference is content lifespan. Well-optimised Google content can rank for years with minimal updates. On TikTok, content typically has a short lifespan in algorithmic distribution (via the FYP) but can continue performing in search results much longer if optimised well.
The analytics available differ dramatically too. Google SEO has a rich ecosystem of tools providing deep keyword insights, competitive analysis, and technical data. TikTok’s analytics are more limited, especially for keyword-specific data, though this will likely improve over time. The key is adapting SEO principles to TikTok’s unique environment rather than trying to apply traditional tactics directly.
Once you’ve got the basics down, there are some more advanced approaches worth exploring.
Just like with Google SEO, establishing yourself as an authority on specific topics can significantly boost your visibility on TikTok. Creating multiple videos addressing different aspects of the same broad topic helps the algorithm categorise your content accurately and may improve your ranking for related searches.
Developing multi-part series that dive deep into specific topics encourages repeat viewing and signals expertise to the algorithm. I’ve seen creators use this approach very effectively, with each video in a series driving views to the others.
It’s also worth thinking about how TikTok fits into your broader digital strategy. Google now indexes TikTok content and often displays it in search results, particularly in video carousels. This means your TikTok SEO efforts can actually improve your Google visibility too. A nice bonus for the extra work.
You can also repurpose optimised TikTok content for YouTube Shorts, Instagram Reels, and other platforms, extending the reach of your SEO efforts. And of course, you can use TikTok to drive traffic to your more comprehensive content on other platforms, like your website or YouTube channel.
For businesses, TikTok offers commercial features that can enhance your SEO efforts. If eligible, setting up a TikTok Shop makes your products discoverable and purchasable directly through the app. You can also tag products in your videos and create branded hashtag challenges that encourage user-generated content.
After watching countless TikTok strategies play out, these are the errors I see people making repeatedly:
TikTok SEO is still evolving rapidly, but based on the platform’s development so far, I have some educated guesses about where things are heading.
I expect TikTok to continue enhancing its search capabilities, potentially adding more filters, featured snippets, and more nuanced results pages. As search becomes increasingly important, they’ll likely provide creators with more detailed analytics about search performance and keyword opportunities.
The line between searching and shopping on TikTok will continue to blur, with more advanced commercial features integrated directly into search results. This creates huge opportunities for businesses to connect products directly to search intent.
TikTok’s already impressive algorithm will become even more sophisticated at understanding content and matching it to user interests. And as the platform grows, we’ll likely see more integration between TikTok content and traditional web search, meaning your TikTok SEO efforts will increasingly impact your overall digital visibility.
To stay ahead of these trends, maintain flexibility and willingness to experiment with new features as they emerge. The early adopters of new TikTok capabilities often gain significant advantages.
I get asked this a lot, and my answer is pretty straightforward: if your audience is on TikTok (and increasingly, most demographics are), then yes, it’s absolutely worth the effort.
The shift toward video-based search represents a fundamental change in how people find information online. It’s not just a passing trend. It’s a structural shift in user behaviour, particularly among younger generations.
As these users grow up and gain more purchasing power, their preference for visual, authentic content will likely persist. The businesses that understand and adapt to this shift now will have a significant advantage as TikTok continues to evolve as a search platform.
Is it different from traditional SEO? Absolutely. Does it require learning new approaches? Definitely. But the core principle remains the same: understanding how your audience searches for information and ensuring your content meets those needs in the most effective way possible.
The user behaviour change we’re witnessing now, where people search across multiple platforms including TikTok, YouTube, forums, and AI tools, is only going to continue. The future of search isn’t a single platform but an ecosystem where people use different tools for different search needs.
TikTok has carved out its place in this ecosystem by offering immediate, visual, authentic content that satisfies certain types of searches better than traditional text-based results. Being visible in this space isn’t just a nice-to-have anymore. It’s becoming essential for comprehensive digital visibility.
Start optimising your TikTok content today and reach audiences actively searching for businesses like yours.
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