Guide to TikTok SEO

April 7th 2025 by Director of SEO

What is TikTok SEO?

Let’s start with the basics—what exactly is TikTok SEO?

In short, it’s the art (and science) of making your content more discoverable on TikTok by using relevant keywords, hashtags, and optimized media elements like video title, description, and tags. But there’s more to it than just stuffing a few trendy phrases into your captions.

Think of it like this: traditional SEO is for Google, but TikTok has evolved into a search engine in its own right—especially for Gen Z. And the “algorithm” powering it? That’s where the real magic (and strategy) lies.

Crafting a smart TikTok SEO strategy means understanding the TikTok algorithm, defining your target audience, keeping up with TikTok trends, and making sure your content hits the sweet spot between creativity and content optimization.

Understanding the TikTok Algorithm

The TikTok algorithm isn’t some mystical force—it’s a data-driven engine that determines which content lands on the For You Page (FYP) and gets seen by the masses. It considers everything from how often you post to how viewers engage with your content—especially metrics like retention rate, engagement rates, and whether or not your video gets shared.

If you want to win with TikTok SEO, you need to feed the algorithm what it loves:

  • Keyword-rich, value-packed content
  • Strong hooks within the first few seconds
  • Natural use of hashtags, on-screen text, and Manual Closed Caption
  • Creatively aligned with trending formats, audio, and Trending Sounds and Music


Where Can TikToks Rank?

Let’s talk visibility. Your TikTok videos can show up in two major places:

1. Ranking on TikTok

To rank within TikTok itself, you’ll need to focus on optimizing for two core surfaces:

  • TikTok Search Page: Here’s where your video title, description, tags, and TikTok Captions become your best friends. Using relevant keywords and searchable phrases helps your content get found.
  • For You Page (FYP): Think of this as prime real estate. To land here, you need high-quality videos that your target audience will actually watch, like, comment on, and—ideally—share. The more engagement you get, the more the TikTok algorithm boosts your reach.

And yes, Account Authority plays a part too. The stronger your profile, the better your chance of ranking, especially if you consistently post in a niche and use niche-specific hashtags.

2. Ranking on Google (Google Indexing)

That’s right—TikTok videos can (and do) show up in Google’s Search Engine Results Page (SERP). But for this to happen, your content must be eligible for Google indexing.

That means:

  • Using long-form keywordsaligned with Google search intent
  • Optimizing your TikTok Captions and hashtags to match real queries
  • Structuring content in a way Google bots can interpret

Remember: Google isn’t just indexing TikTok videos at random. Your videos have to align with actual user queries. This is why keyword research is such a key piece of any winning TikTok SEO strategy.


How to Do TikTok Keyword Research


This step is non-negotiable: you need strong keyword research if you want your TikToks to perform well, both on the app and off.

Here’s how to do it right:

  1. Define Your Target Audience
     Before you start choosing keywords, understand who you’re creating content for. What do they care about? What are they searching for? What trends grab their attention? Consider things like age, location, gender, hobbies, and online behavior.

  2. Find Keywords on TikTok Itself
     Use the search bar to explore trending hashtags and terms. Don’t skip the “others search for” section—it’s gold for finding long-tail keywords and discovering what’s relevant in your niche.

  3. Use Traditional SEO Tools
     Tools like SEMRush, Ahrefs, and Google Search Console aren’t just for websites—they’re incredibly useful for competitor analysis and seeing which keywords drive real search volume. You can even use Answer the Public or Google autocomplete to find hidden keyword gems.


Where to Add Keywords on TikTok

So, where should you be adding all these optimized keywords?

In the Video Itself

  • Manual Closed Caption: Add accurate, readable text directly in the TikTok editor. This helps TikTok’s AI understand your content and boosts accessibility.
  • Text-to-Speech Tool: Use it sparingly, but it’s a quick way to reinforce keywords via audio.
  • On-Screen Text: This isn’t just about aesthetics—it’s about SEO. Use this to highlight the core idea or hook using your target keywords.

In the Post

  • TikTok Captions: This is your chance to speak directly to the algorithm and the viewer. Use long-tail keywords here naturally
  • Hashtags: Don’t just follow trends—curate a strategy. Combine trending hashtags, niche-specific hashtags, and purpose-driven ones that align with your content’s message.

The Hashtag Hack You Need

Use 3 hashtags per post to answer:

  • Whoit's for: #photographersoftiktok
  • What it’s about: #posingtips #photographytips
  • Why it matters: #howtotakebetterpictures

This structure helps you cover different angles of discoverability while signaling relevance to TikTok’s engine.


How to Check Your TikTok’s Ranking + Performance

Let’s talk feedback loops.

You can’t grow what you don’t measure, and luckily TikTok provides the tools you need to evaluate your success:

1. Use the TikTok Search Bar

Search your target keywords and see if your content shows up. If it does, your SEO game is working. If not, it may be time to revisit your optimization tactics.

2. Dive into TikTok Video Analytics

  • Viewers Tab: Learn about the age, gender, top countries, and cities of your audience.
  • Performance Tab: Track likes, shares, views, engagement rates, retention rate, and even new followers gained from specific videos.

One particularly useful metric is the retention rate. Pay close attention to the first 3–5 seconds. If people are dropping off early, your hooks may need a refresh.


Why TikTok SEO Matters More Than Ever


Let’s face it—TikTok isn’t just for dancing teens anymore. It’s a full-blown search engine, and younger audiences are starting their searches there instead of Google.

Whether you're an influencer, brand, agency, or creator—TikTok SEO is your chance to get discovered by people who are actively looking for what you offer. From Trending Sounds and Music to smart use of long-tail keywords, it’s all about being strategic while staying true to your voice.

A good TikTok SEO strategy amplifies visibility, builds community, and can even outperform traditional marketing channels when done right.


Need Help With TikTok SEO?


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