TikTok SEO 101: A Full Guide to Help You Rank Higher

TikTok SEO is the process of optimizing your videos on the platform to increase visibility in search results and the For You Page (FYP). Just like how traditional search engine optimization (SEO) utilizes keywords, search intent, and quality content to rank higher on Google searches, TikTok SEO uses the same elements to boost discoverability.

That said, despite sharing the same goal of improving content performance, you can’t apply all the concepts of traditional SEO to social media sites like TikTok. So, in today’s guide, we’ll provide tips to help you leverage TikTok SEO in your content strategy and discuss the key ranking factors you need to be aware of.

Let’s get started.

What is TikTok SEO?

TikTok SEO is an essential part of any social media marketing strategy on the site. These tactics help elevate your content so you can garner likes and engagement, get more followers, and achieve your goals on TikTok.

Aside from this, TikTok SEO is important because it could be key to reaching a broader market and successfully growing your brand. According to Google’s internal research, 40% of Gen Z consumers use TikTok to search for a place for lunch.

This may seem surprising given that search engines have specific features, like Google Business Profile and Google Maps, that can make this process easier. However, considering the growing importance of social media in day-to-day operations and the need for more authentic content, it’s no wonder consumers turn to their fellow users for recommendations.

So, how can your business benefit from the platform’s popularity? The answer is TikTok SEO. By gaining a thorough understanding of the different elements that can affect your content’s ranking, you can use it to boost your videos, generate leads, and drive sales.

3 Key TikTok SEO Ranking Factors

Unlike other social media sites, the TikTok algorithm doesn’t consider the follower count when determining what content shows up on the FYP; instead, your videos are ranked based on these three key factors:

#1. User Interactions

User interactions are a crucial ranking factor for the algorithm and one you should monitor closely for TikTok SEO. These refer to how your target audience engages with content on the platform and include the following metrics:

• Likes
• Comments
• Shares
• Saves
• Follows
• Video completions
• Video skips

TikTok tracks a user’s activity on the site based on the above-listed social media KPIs and uses this information to suggest videos he or she may be interested in. Generally, popular content that receives a lot of engagement is shown more often on the FYP, as TikTok aims to create a better user experience on the app.

#2. Video Information

The next factor you should focus on to effectively utilize TikTok SEO and rank better is your video’s information, including the following:

• Caption
• Hashtag
• Music
• On-screen text
• Subtitles

These help TikTok categorize your content and make more targeted recommendations for users. Meanwhile, users can rely on this information to determine what a video is about and decide whether to watch it or not.

#3. Device and Account Settings

Lastly, the algorithm considers a user’s device and account settings to determine what content to suggest on the FYP. While this has a lower impact than the first two ranking factors, it’s still an important element to consider for TikTok SEO, especially if you want to reach a global audience.

These settings include:

• Language preferences
• Topic categories selected during sign-up
• Location
• Device type

You can find this information about your followers and viewers on TikTok’s Audience Insights and use it to improve your content. For instance, if you notice that your main audience’s top language isn’t English, you can add a translation of your TikTok caption or subtitles in that language to make your videos more accessible.

TikTok SEO vs. Google SEO

TikTok SEO and Google SEO may be similar, but there are some key differences between the two that are essential for every marketer to understand.

For one, the two platforms focus on different types of content—TikTok with videos and Google with more text-based content. This means that both sites will have varying ways to optimize content for search results.

For TikTok, this means creating high-quality videos that utilize trending elements on the app, but for Google, the focus is on on-page elements like headings, images, and meta tags. Additionally, TikTok considers both hashtags and keywords in a post when ranking content, unlike Google, which mostly relies on relevant keywords.

Lastly, with Google SEO, the goal is to rank higher in search results to get more clicks and drive traffic. Meanwhile, TikTok SEO aims to improve discoverability on the platform to get more views, likes, and followers.

Is TikTok a Search Engine?

TikTok is technically not a search engine, but it has similar features that can qualify it as one.

Like Google, it shows suggested terms when typing on the search bar.

Meanwhile, clicking on the tagged locations in videos will bring up information about the place and linked Google Reviews.

TikTok has also launched featured snippets for search queries on informational content. The snippet contains a WikiHow “featured answer” and is located at the top of the search results.

Aside from snippets, you can find Search Highlights when searching for certain keywords. For instance, typing “air fryer recipes” will show an AI-generated description of the keyword along with relevant video recommendations.

7 Expert Ways to Use TikTok SEO to Boost Reach

Now that you know how TikTok SEO works and why it’s important, it’s time to learn how you can implement these elements in your strategy.

Here are a few expert ways to boost your reach:

#1. Keep Your Audience in Mind

Your audience is the foundation of any successful TikTok SEO strategy, as they will dictate what topics and videos you create on the app. By thoroughly understanding your audience, their interests, and their reasons for using TikTok, you can create content that keeps them engaged.

This is a crucial first step for TikTok SEO because no matter how many keywords or hashtags you use, if your content isn’t relevant to the user, they won’t engage with it, and your videos won’t rank well.

If you’re new to the platform, you can check the popular hashtags in your niche to get an idea of what your target demographic is searching for. Meanwhile, if you’ve already started building your brand, you can use TikTok’s Audience Insights tool to learn more about your audience.

#2. Conduct Keyword Research

Once you know who you’re making content for, the next step for TikTok SEO is keywords. It’s important to conduct keyword research to determine what words your target audience is using in their searches.

You can do this through third-party tools like Google Keyword Planner or the app’s native features: the search bar and the Keyword Insights tool.

The suggested terms you get on the search bar are long-tail keywords you can use to create more targeted content. You can start by searching for a broad keyword and selecting terms that match your audience’s interests.

Despite being designed for TikTok ads, the Keyword Insights tool can be useful for finding popular keywords in a specific industry or location.

Simply search for a keyword on the search bar, and you’ll see the top keywords and their performance on the app.

#3. Use Relevant Keywords in Your Content

After identifying your target keywords, you can start incorporating them into the different parts of your content, such as the description, caption, and on-screen text. This will help your videos appear in the top results when a user searches for that specific phrase.

If you’re using a voiceover for your video, consider saying the keywords out loud whenever possible, as the algorithm also considers sound when ranking content.

However, TikTok optimization shouldn’t be limited to your content alone; make sure to use keywords to optimize your profile as well. This will help improve its visibility on the app and let casual profile viewers know what kind of content you create.

#4. Create a Blog

Creating a blog that complements your videos can help maximize your TikTok SEO efforts and grow your brand. This is also a great way to post content more consistently, positively impacting your overall performance on the platform.

For instance, if you create a video covering current news in your industry, you can explain the topic in-depth in your blog to provide more value to your audience. Just be sure to add relevant keywords in your headings and content to ensure that it ranks well on Google.

#5. Focus on Quality Content

Aside from optimizing your content, it’s essential to ensure that it is of high quality as well; after all, no one would want to watch a blurry, low-effort, or generally uninteresting video.

Here are some tips for creating engaging content:

• Utilize TikTok’s in-app tools and features when editing to ensure the video is optimized for the platform.
• Use trending TikTok sounds to make videos more engaging.
• Experiment with different video lengths.
• Use Google Trends to determine trending topics and incorporate these into your content.

#6. Track Your Progress

If you want to know how to rank better on TikTok SEO, it’s crucial to track your progress continuously. As trends and user interests change rapidly, TikTok SEO and analytics are key to maintaining relevance and keeping up with your audience’s needs.

While the platform has a built-in tool for monitoring TikTok analytics, you can also access your metrics on social media scheduling tools like Publer. Our app consolidates all important data about your content and your audience in our analytics tab, making it easier for you to find the information you need.

#7. Don’t Forget to Engage

At their core, social media sites are designed to engage and connect with your audience, so be sure to like or reply to any TikTok comments you receive. This will encourage other viewers to leave comments and help foster a sense of community.

If you’re finding it difficult to post consistently while staying on top of your comments, you can schedule TikTok posts with Publer. This way, you can simply set aside time at the start of the week to create and schedule content in bulk, then focus on engaging your audience.

Scheduling also means you can publish videos during the best times to post on TikTok, further improving your content’s chances of visibility and engagement.

5 More Strategic Tips for Improving TikTok SEO

In addition to the main TikTok SEO strategies we shared above, here are five extra tips for creating content that ranks well on search results:

• Conduct competitor analysis. If your videos aren’t performing as well as your competitors, why not observe their strategy to see where yours is lacking? Compare videos where you discussed the same topic and check how they presented their content or what keywords they used to get some inspiration for your content.
• Cross-post your content. This TikTok SEO tip will help you redirect traffic from your other social media profiles back to TikTok, making it an effective way to boost views. However, keep in mind that uploading a video with a watermark on Instagram will negatively affect its reach on that platform, so use a TikTok watermark remover before posting.
• Leverage current trends. Other elements that you can utilize for TikTok SEO are trends and social media challenges, as these are often popular among the app’s general user base. This means you’re sure to generate some views and engagement simply by jumping on the current TikTok trends.
• Use the right hashtags. When used properly, hashtags can be a powerful tool for TikTok SEO. The right TikTok hashtags help the algorithm categorize your content properly so it can appear in search results for that specific topic. Users can also click on a hashtag to discover all related videos. To avoid stuffing your description, be sure to use Publer’s hashtag analysis tool to find the best hashtags for your content.
• Try influencer marketing. Influencer marketing can be highly effective at reaching your target audience. In fact, a study by Oracle and Brent Leary, partner CRM Essentials, found that 37% of consumers trust influencers over brands. This is because influencers present their brand in a more humanized and relatable way, making them more appealing to consumers.

Key Takeaways

• TikTok SEO is the practice of optimizing video content on the platform to boost visibility.
• The three key ranking factors for TikTok SEO are user interactions, video information, and device and account settings.
• From their content optimization tactics to their goals, TikTok SEO and Google SEO largely vary. And while TikTok isn’t actually a search engine, it has several features that can make it qualified as such.
• Some expert ways to apply TikTok SEO to your strategy include conducting keyword research and using these in your content, tracking your progress, and creating high-quality content.
• Other TikTok SEO tips you can try for better reach are influencer marketing, cross-posting on other social media sites, and jumping on current trends.

Ervin Kalemi

Founder & CEO

With over 10 years of experience in software development, entrepreneurship, digital marketing, and social media, I strive every day to bring the best solutions that will empower your business's online presence. Currently working on Publer and Kibo.