TikTok SEO: The Ultimate Guide

Since its inception, TikTok has evolved from a mere lip-sync video app to a social media powerhouse, rivalling the likes of Instagram and Facebook. With its unique algorithm and customized “For You Page” (FYP), TikTok has become a platform that businesses can’t afford to ignore.?

At the end of 2023, TikTok boasted over 1 billion active monthly users. While TikTok isn’t a traditional search engine, it features its own search function, and more users are beginning to view it as such.?

However, achieving visibility in the right places on TikTok can be challenging. But don’t fret! We’ll walk you through everything you need to know about TikTok SEO. We’ll discuss why it’s important, key ranking factors, and how to optimize your content to appear in TikTok searches?

What Is TikTok SEO??

Similar to SEO for web pages, TikTok SEO focuses on optimizing your content to appear in search results on the platform. The algorithm considers various factors, including keyword usage, content quality and user interactions, to determine your visibility and ranking in TikTok search results.?

Plus, effective TikTok SEO doesn’t just enhance your visibility on the platform. In the past, content from social media platforms like Instagram and Facebook wouldn’t be indexed on search engines like Google. However, well-optimized content and profiles can now appear on the Search Engine Results Page (SERP).?

By implementing SEO best practices for both search engines and TikTok, you can increase the likelihood of your content appearing in online searches across multiple platforms. TikTok videos now even show up in video searches alongside YouTube videos.?

While appearing in search queries is beneficial, the goal of TikTok SEO is to land on the FYPs of as many TikTok users in your target audience as possible. The FYP is TikTok’s dynamic homepage that constantly updates to provide users with new content every time they swipe, based on what the algorithm thinks will appeal to them.?

Why Should You Care About TikTok SEO??

According to Oberlo, people spend an average of roughly 56 minutes per day on TikTok, which is about 17.5 percent more than on any other platform. Additionally, approximately 40 percent of the younger generation are turning to TikTok for answers instead of Google, as stated by Google exec Prabhakar Raghavan.?

This shift indicates that TikTok is becoming the go-to platform for an increasing number of people, especially those between the ages of 18 and 24. As such, it presents the perfect opportunity for businesses to target a younger audience effectively.?

Here’s why you should care about TikTok SEO:?

• Engagement: Good TikTok SEO enhances your chances of engaging users with your content, boosting visibility and improving your profile’s standing in the algorithm’s eyes.?

• Audience: By optimizing your profile and content to match your target audience’s search queries, you increase your chances of reaching people who care about your offerings. Additionally, optimizing for related keywords enhances your chances of reaching a wider audience.?

• Reach: Higher engagement with your videos through likes, comments, saves, or shares can increase the likelihood of your content appearing on FYPs, resulting in discovery by users interested in your brand.?

What Businesses Should Invest in TikTok SEO??

TikTok is a versatile platform that can be leveraged by various industries. However, industries that can showcase their products and services visually stand to gain the most from TikTok.?

With the right approach, any industry can leverage TikTok. For example, even brands dealing with Your Money or Your Life topics (YMYL) can use the platform to address misinformation.?

Regardless of your industry, TikTok values high-quality, relevant, and helpful content.?

Understanding TikTok Search?

Before digging into the ranking factors, it’s crucial to understand how users find content on TikTok. The platform’s discovery can be categorized into two parts: active search and content discovery.?

• Active Search: Users actively search for content related to your topic using the search bar. Well-optimized “on-page” content stands a better chance of competing with content receiving high engagement in active search.?

• Content Discovery: This refers to videos that appear on a user’s FYP. Users aren’t actively looking for a topic but are using the platform for enjoyment. In these instances, the content’s optimization for search matters less than the video’s topic and its alignment with user interests.?

To achieve success on TikTok, you need to optimize your videos for both discovery methods. Creating high-quality, engaging content that evokes emotion increases your chances of discovery.?

How Does the TikTok Algorithm Work??

TikTok constantly recommends new videos to users to keep the platform engaging and relevant. The algorithm determines the videos users see based on their engagement with the content they watch.?

If your content lands on a For You Page, it means TikTok has determined that you’re producing relevant content that specific users would want to engage with.?

While TikTok has not disclosed exactly how content is ranked, it has confirmed several ranking factors the algorithm considers. These factors can be broken down into three main parts:?

• Understanding Video Content: The algorithm considers what each video is about to understand its content and rank it in active search. This includes visual elements, audio, textual elements, captions, hashtags, and the use of TikTok sounds.?

• Video Quality (Engagement): TikTok places significant weight on user engagement with content to determine its quality. Interactions such as likes, shares, comments, and follows gained from the video contribute to its ranking.?

• Individual User Interactions: TikTok’s algorithm tailors a user’s FYP based on their individual interactions with content. These interactions include videos liked and shared, accounts followed, comments posted, videos saved, creators hidden, videos flagged as “Not Interested,” time spent watching a video, engagement with followed accounts, and device and account settings.?

TikTok Ranking Factors?

Understanding how content is ranked on TikTok is crucial for optimizing your videos. Here’s a breakdown of the main ranking factors and how they work:?

• Video Information: TikTok considers what each video is about to determine its ranking. Factors include video visuals, audio, textual elements, captions, hashtags, and the use of TikTok sounds.?

• Video Quality (Engagement): The algorithm heavily weighs user engagement with content, including video comments, likes, shares, and follows gained from the video.?

• Individual User Interactions: It’s all about that FYP and what you’re interacting with.?

Which Ranking Factors Matter Most??

On TikTok, engagement carries more weight than video information. Since social media platforms are in constant competition for attention, they prioritize keeping their audience engaged. The best way to do this is by showing them content they enjoy.?

While engagement is given more weight, you can’t expect high engagement without high-quality, valuable content worth watching.?

TikTok SEO Tips?

By creating well-optimized TikTok content, you can improve your visibility on the platform and search engines like Google. Here’s how to optimize your content for TikTok SEO:?

• Get to Know Your Audience Better: Understand your audience’s preferences, what they like, and what type of content they engage with the most. Use this information to create content that resonates with them.?

• Keyword Research: Conduct keyword research to identify relevant keywords and phrases related to your industry or niche. Use these keywords in your video captions, descriptions, and hashtags to improve your visibility in TikTok search results.?

• Create High-Quality, Engaging Content: Focus on creating high-quality, engaging content that resonates with your audience. Use attention-grabbing visuals, compelling storytelling, and relevant hashtags to make your videos stand out.?

• Optimize Your Profile: Optimize your TikTok profile by including relevant keywords in your bio, profile name, and username. This will improve your profile’s visibility in TikTok search results and make it easier for users to find you.?

• Engage with Your Audience: Engage with your audience by responding to comments, asking for feedback, and encouraging them to like, share, and comment on your videos. This will help increase your engagement and improve your visibility on TikTok.?

• Stay Consistent: Post regularly to keep your audience engaged and to improve your visibility on TikTok. Consistency is key to building a loyal following and increasing your reach on the platform.?

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TikTok SEO is a powerful tool for businesses looking to increase their visibility and reach on the platform. By understanding how the TikTok algorithm works and optimizing your content accordingly, you can improve your chances of appearing in TikTok search results and reaching a larger audience.?

Focus on creating high-quality, engaging content that resonates with your audience, and use relevant keywords and hashtags to improve your visibility in TikTok search results. With the right approach, you can leverage TikTok SEO to grow your brand and engage with your audience in new and exciting ways.?

Don’t hesitate to contact Rooted Web to learn more about how SEO can benefit your small business on TikTok and beyond.?