Is TikTok SEO the next discipline you need to master?
For some time, there have been talks of Instagram and TikTok becoming bigger and bigger search engines for SEOs to also focus on.
These platforms have evolved beyond social media platforms and have transformed into powerful search engines in their own right.
With their massive user bases and the increasing popularity of video content, they offer immense opportunities for SEO professionals to reach and engage with their target audience.
74% of Gen Zers use TikTok as a search platform, and 51% prefer it to Google.
Now, a recent study sheds light on the growing importance of TikTok SEO and why it should be a priority for SEO professionals.
The study reveals that TikTok has experienced exponential growth in the past few years, with millions of users actively searching for content on the platform.
- TikTok had more than 150 million active users in the U.S. in March.
- 74% of Gen Zers use TikTok as a search platform, and 51% prefer it to Google.
- 89% of Gen Zers use social media to discover new content related to their unique passions.
- Gen Z makes up about a fifth of the U.S. population
The study highlights several key findings that emphasize the significance of TikTok SEO.
Firstly, it reveals that TikTok's algorithm heavily relies on relevant hashtags, captions, and trending topics to determine the visibility of content.
By strategically incorporating these elements into their TikTok videos, users can increase the chances of their content being discovered by a wider audience.
What Affects What is Shown in the Search Results on TikTok?
TikTok's algorithm is a complex system that determines what content is shown to users. Here are some of the factors that contribute to ranking on the platform:
- User interactions: Users are more likely to see TikTok videos similar to the ones they’ve liked, shared, commented on, or favorited in the past. TikTok also recommends similar videos to those a user creates on their own page.
- Video information: The algorithm recognizes, sorts, and recommends content based on information such as hashtags, sounds (the song or audio clip in the video), and captions on each post.
- Device and account settings: Users receive content recommendations based on their language preferences, country settings, and type of device. This means that people living in English-speaking countries or with English set as their primary language will see videos in that language.
- Value to user: Watching a video from start to finish strongly suggests a user enjoyed a video. This indicator holds more weight than others, such as being in the same location as the creator.
As with most algorithms, TikTok’s algorithms are always changing, and the company keeps its inner workings under lock and key. The best way to learn what works is to run your own tests—or follow tips from trusted experts.
What SEO techniques are best for increasing visibility on TikTok?
Increasing visibility on TikTok requires a blend of creative content creation and strategic SEO techniques. The key to TikTok SEO lies in understanding the platform's unique algorithm, user behavior, and your audience's interests.
By leveraging relevant and trending hashtags, creating engaging captions, and staying up-to-date with trending topics, SEO professionals can optimize their TikTok content and drive organic traffic. Regular and consistent posting, collaboration with influencers, and active community engagement are also crucial for boosting visibility and growing a TikTok presence.
Here are some SEO techniques for increasing visibility on TikTok:
- Understand your audience: Knowing who they are and what they're interested in allows you to create content that resonates with them. Look at the videos they're engaging with, the hashtags they're using, and the comments and messages they're sending you. This can help you understand their interests and create content tailored to them.
- Do keyword research: Find out what words or phrases your target audience is using when searching for content like yours. Consider different ways of phrasing a topic and related keywords. You can do this through tools like Google Ads Keyword Planner, Ahrefs or our tools here at SEO.AI. However, keep in mind these tools are scraping data from Google, not TikTok. The best way to figure out what people are searching for on TikTok is to use the platform directly.
- Add keywords to your content: Once you've completed your TikTok keyword research, start incorporating them into your content. Add them to the titles, descriptions, and captions of your videos. This includes any on-screen text, such as lyrics or explanations. Also, remember to say the keywords out loud as TikTok's algorithms prioritize videos where the keywords are spoken. Include your keywords in any hashtags you use and in your TikTok profile to make your posts and profile more discoverable.
- Jump on Trends: TikTok trends are a collection of popular elements that can make a video go viral, such as audio, filters, or filming/editing styles. By tapping into these trends and putting your own spin on them, you can create content that's both familiar and unique. Brands like Shopify and Grammarly have used this strategy to increase their profile visibility.
- Narrow Down Trends: It's important to understand your market and know which trends are right for your audience. Use TikTok's built-in Audience Insights and tools like Semrush’s Media Monitoring tool to gain a comprehensive understanding of your audience and the trends they're interested in.
- Create Shareable Content: Favorites and shares are user interactions that help organically boost your profile visibility. Brands like Fenty Beauty and Duolingo create engaging content, such as educational videos and funny clips, that encourage their audience to favorite and share their content.
- Engage With Your Audience: Comments—and likes on comments—are confirmed TikTok user interactions that contribute to your content landing on the FYP. Replying to comments encourages conversations and provides an opportunity to build a connection with users.
- Collaborate With Other TikTokers: Collaboration with influencers is a fast track to more visibility, because you’ll bank their followers’ engagement and get discovered on another part of TikTok: the “Following” page. There are several ways to collaborate with other accounts on TikTok, such as appearing with another brand in a video, using another brand’s product in your video, or having another brand or influencer use your product in their video.
- Track your progress: Every effective SEO marketing strategy requires continuous monitoring and tweaking. Tracking your TikTok analytics is the best way to see if your SEO strategy is working. This will give you insights into which videos are performing well, what kind of engagement they're getting, and more. It can also help you identify areas where you can improve. Be sure to track this progress over time, as well as the progress of your competitors. This will give you a better understanding of what works best in terms of TikTok SEO and can help you refine your strategy accordingly.
I saw someone mention a trick/method (sorry, can't recall who and hereby credit the person) on how to better get an understanding of what hashtags, captions, etc to use.
Create multiple TikTok accounts and post the same video on each one. But, change just one thing on each post, like the hashtag or caption.
This way, you can see which change gets the most attention. This is a quicker and more efficient way to test what works best, compared to changing things up in every single video you post.
Google is still the largest animal on the Savannah
However, despite the rise of these platforms, Google still holds a dominant position in the search engine market.
According to recent statistics, Google processes approximately 99,000 search queries every second, resulting in about 8.5 billion searches daily and roughly 2 trillion global searches annually.
Given that the average individual conducts 3 to 4 searches daily, it can be inferred that hundreds of millions of people use Google each day. This data underscores Google's immense global reach and its role as a primary search engine for countless individuals worldwide.
Here are some interesting stats about Google and its dominance:
- Google owns just a bit more than 92% of the global search engine market. This includes 72% of the desktop market and 92% of the mobile search engine market. Their nearest competitors are Bing with 2.9% and Yahoo with 1.1%.
- Google processes approximately 99,000 search queries every second. This translates to 8.5 billion searches per day and approximately 2 trillion global searches per year. The average person conducts between three and four searches each day.
Frequently Asked Questions About TikTok SEO
Here's a quick guide to some of the most frequently asked questions about TikTok SEO.
What is TikTok SEO?
TikTok SEO also involves understanding and leveraging the platform's search functionality. Users often use TikTok's search bar to find content that matches their interests. By incorporating relevant keywords and trending topics into your video titles, descriptions, and captions, you can increase the chances of your content appearing in these search results. This can lead to greater visibility and reach for your TikTok content.
How does the TikTok algorithm work?
The TikTok algorithm uses several factors to determine what content to show users. These include user interactions, video information, device and account settings, and the value of the content to the user.
How can I increase my visibility on TikTok?
You can increase your visibility on TikTok by understanding your audience, doing keyword research, adding keywords to your content, jumping on trends, narrowing down trends, creating shareable content, engaging with your audience, collaborating with other TikTokers, and tracking your progress.
What are TikTok trends?
TikTok trends can refer to popular themes, challenges, dances, or topics that are currently capturing the platform's attention. It can also be elements, such as audio, filters, or filming/editing styles, that can make a video go viral. By creating content that aligns with these trending themes, you can tap into the existing interest and conversation, making your content more likely to be discovered and shared.
How can I track my progress on TikTok?
You can track your progress on TikTok by monitoring your TikTok analytics. This will give you insights into which videos are performing well, what kind of engagement they're getting, and more. It can also help you identify areas where you can improve.
How does Google compare to TikTok as a search engine?
Despite the rise of platforms like TikTok, Google still holds a dominant position in the search engine market. Google processes approximately 99,000 search queries every second, resulting in about 8.5 billion searches daily and roughly 2 trillion global searches annually.
.svg)
