In 2024, the search marketing landscape is evolving rapidly, with concepts like Social Search and Search Everywhere taking center stage. At the forefront of this revolution is TikTok, the platform that's reshaping how brands connect with Gen-Z and Millennial audiences.
Key concepts driving this change:
Social-Search - The practice of using social media platforms as search engines to find information, products, or services through user-generated content, employee-generated content, creator/influencer content, brand-owned channels, recommendations, and platform-specific search features.
And yes! In our opinion... This makes TikTok a search engine.
.gif)
Search Everywhere - A holistic approach to search marketing that extends beyond traditional search engines, recognising that users seek information across various platforms and touchpoints in their search journey.
Expanding search universe - The growing diversity of platforms and methods through which users conduct searches, including voice assistants, social media, apps, and other emerging technologies, broadening the scope of search marketing strategies.
These ideas are gaining traction because brands recognize the potential of platforms like TikTok, Pinterest, and Reddit in influencing user journey touchpoints within the search process.
Today, we're diving deep into TikTok SEO, bridging the gap between traditional search marketing and this dynamic social-search platform. Whether you're a seasoned SEO professional or a social media expert venturing into search marketing, this guide will equip you with the knowledge to excel in TikTok SEO.
So, Let's get started!
What is TikTok SEO?
TikTok SEO is the strategic practice of optimising content on the TikTok platform to maximise visibility and engagement. Optimisation occurs via the use of keywords, captions, hashtags and targeting considerations too.
Unlike traditional SEO, which focuses on website rankings in search engine results pages (SERPs), TikTok SEO leverages the platform's unique algorithm and features to reach the broadest possible audience. And whilst TikTok does have SERPs, engagement can also be developed via its algorithmic decisions (which serve more content based on a users previous engagement).
Key differences between traditional SEO and TikTok SEO:
Focus on virality and engagement over a reliance on keywords and backlinks
Emphasis on visual content and short-form videos
Utilisation of platform-specific features like hashtags, sounds, shoppable links, etc.
The main goals of TikTok SEO are:
1. Increase the likelihood of your content appearing in users' "For You" feeds
2. Enhance visibility in TikTok's search results pages and related 'search' features
Achieving these goals requires optimising video titles, descriptions, and hashtags, while creating content that resonates with your target audience.
TikTok Features and Functions for Search:
Understanding TikTok's search ecosystem is crucial for effective optimization. Here are some key features and functions that play a vital role in TikTok's search ecosystem:
Search Feature: The foundation of TikTok's search functionality, allowing users to find specific content.
Hashtags: Clickable links that aggregate content under specific topics or themes, crucial for discoverability.
Discover Tab: A curated hub showcasing trending hashtags, sounds, and challenges.
Sound Search: Allows users to find videos based on music or sound clips.
User Engagement Metrics: Likes, comments, shares, and watch time influence content visibility.
Video Captions and Descriptions: Text-based information that helps TikTok understand content context.
These features enable TikTok SEO to align with both demand generation and demand capitalization (a topic I have discussed in detail HERE), a key strength of social-search platforms.
Finally, TikTok search content also has the possibility of being leveraged within a search result page over on Traditional SERPS on Google. Short form video content on TikTok is being deployed across multiple queries, meaning that optimising for TikTok SEO can also impact your traditional SEO efforts - providing more visibility within google SERPs.
Who Should Be Leveraging TikTok SEO (Focusing on Industries)
While TikTok's audience primarily consists of Gen Z and Millennials, its reach is expanding. Here are some industries that can benefit significantly from TikTok SEO:
Fashion and Beauty: With its visually driven content, TikTok is an ideal platform for fashion and beauty brands to showcase their products through tutorials, hauls, and influencer collaborations. Brands like Zara and NYX Cosmetics have seen tremendous engagement by tapping into the latest trends and using relevant hashtags.
Looking for “Search” inspiration? Check out Sephora - specifically their activations around #BlackBeautyIsBeauty.
Food and Beverage: From quick recipes to food challenges, the F&B industry thrives on TikTok by engaging users with mouth-watering visuals and easy-to-follow content. Chipotle and Dunkin' are notable examples that have leveraged TikTok to highlight menu items and promote special offers, generating viral moments.
In particular I really liked the Dunkin’ activation with Charli D'Amelio and the potential this had for Digital PR and organic link building. Check that one out for sure!
Entertainment and Media: Movie studios, Video Game Developers, TV networks, and online creators use TikTok to share behind-the-scenes clips, trailers, and user-generated content campaigns. Netflix, for example, utilises TikTok to create buzz around new releases and engage with a younger audience through memes and interactive content.
Retail and E-commerce: TikTok offers a unique opportunity for retail and e-commerce brands to humanise their products and connect with consumers through creative storytelling. These types of brands may sometimes struggle to really showcase and grow a community online BUT TikTok is enabling these brands to do this.
One to Watch - TikTok Shop continues to be iterated upon and developed, I expect this to continue to gain traction and prominence in the conversation, especially for retail and e-commerce brands and the strategies they implement.
Education and Edutainment: Educational content has found a surprising home on TikTok, with topics ranging from science and history to language learning. This sector benefits from TikTok's algorithm by providing value-driven content that entertains while it educates, appealing to a wide audience's curiosity and desire for learning.
My experiences here instantly lead to Finance conversations or FinTok. There are many creators leveraging the platform and developing communities of audiences through the delivery of LIVE sessions focused on assisting with specific questions and FAQ style content.
Travel and Tourism: The travel industry is already leveraging TikTok SEO to showcase breathtaking destinations, local cultures, and travel tips through engaging video content, ideally user-generated content or content creator partnerships is deployed here as this continues that theme of humanising solutions we touched on earlier. This sector can tap into users' wanderlust by using captivating visuals and storytelling, encouraging viewers to dream about and plan their next adventure.
Examples include tourism boards, travel influencers, and hospitality brands utilising the platform to share destination highlights, travel guides, and insider tips, effectively reaching a global audience eager for travel inspiration.
Hopefully this quick summary of industry use cases highlights how brands can begin to tailor their content strategies to align with TikTok's dynamic environment. My belief here is that as 2024 rolls on and into 2025, industries across the board will begin to see that they can leverage search everywhere, social-search and TikTok SEO to enhance their visibility, engage with audiences in meaningful ways, and drive tangible results.
So, what is getting views on TikTok?
To achieve high view counts on TikTok, focus on these key factors:
Creativity and originality: Offer unique twists on familiar themes
Creativity and originality stand at the forefront, as users are drawn to content that offers something new or presents a unique twist on familiar themes. Videos that showcase genuine creativity not only captivate viewers but also encourage shares and re-watches, significantly boosting visibility. Above production values, and the desire for the “perfect execution” actual creativity will always make content stand out on the TikTok platform.
Trend participation: Engage with viral challenges and trending sounds
Participation in trends is another vital element. TikTok continues to thrive on viral challenges, trending sounds, and popular hashtags. By engaging with these trends, creators can tap into the collective interest of the community, increasing the likelihood of their content being featured on many users' "For You" pages. However, the most successful trend-based content often incorporates a creator's unique flair, striking a balance between relevancy and originality. The foundation built here can then send signals to TikTok around engagement to assist with searches, when videos are effectively optimised.
SEO principles: Use relevant keywords and hashtags in captions and descriptions
And then, we can still leverage what got us to the dance in search marketing to begin with. Strategically utilising SEO principles, such as incorporating relevant keywords in video captions and descriptions and using popular, related hashtags, (AKA leveraging ranking factors) can further enhance a video's visibility. This approach ensures that content is discoverable by users actively searching for specific topics or themes, thereby increasing views and engagement on the platform.
AND TOP TIP: Authenticity: Balance trend participation with your brand's unique voice
Everything we do on social-search, including TikTok, just as with 'Traditional' SEO, must be authentic. So, whether its our creativity or trend participation we need to participate within TikTok SEO in a way that highlights and embraces our unique brand and our tone of voice. If you feel participation would be an unauthentic landgrab at visibility, then you better believe your audience will pick up on this too!
UNDERSTANDING Trends on TikTok:
Let's talk a little more about trends specifically.
As touched on above, to us, trends are crucial for increasing visibility and engagement on TikTok.
Shameless Pug: Here is a guide to how you can leverage trends within an SEO strategy in 2024 by yours truly.
But for TikTok specifically, you should:
Immerse yourself in the platform:
• Regularly browse the For You Page (FYP) and see what is happening on the platform
• Pay attention to recurring themes, sounds, and hashtags
Conduct trend analysis:
• Use TikTok's Discover page and Creative Center
• Analyse trending sounds and hashtags
Implement strategies:
• Adapt trends to fit your content requirements and search objectives
• Stay true to your brand voice while incorporating trending elements
Leverage hashtags and sounds:
• Use trending hashtags to increase visibility
• Incorporate popular sounds in your content
TikTok SEO - Optimisation Tips and Tricks
So, we’ve established that optimising content for TikTok search involves a nuanced understanding of the platform's unique ecosystem and user behaviours.
Here are some best practices for enhancing your TikTok SEO strategy:
1. Strategic Use of Hashtags: Hashtags are crucial for content discoverability on TikTok. Use a mix of broad, trending hashtags and more specific ones relevant to your niche. This approach helps your content reach both a wide audience and those interested in particular topics. Analysing popular videos in your domain can reveal effective hashtags alongside a variety of hashtag tools online.
2. Captivating Captions and Video Descriptions: While TikTok is a visual platform, text plays a significant role in it’s SEO. Captions and video descriptions should be engaging and include keywords that users might search for. However, clarity and conciseness are key—your text should entice users to watch without overwhelming them.
DO NOT SPAM KEYWORDS - You wouldn’t do that shit on Google anymore, so don’t do it here… It’s a massive turn off!
3. Keyword Research Tailored to TikTok: Understanding the keywords and phrases your target audience uses on TikTok can significantly boost your content's visibility. Tools like TikTok's search bar suggest functions and third-party keyword research tools that offer insights into popular search terms related to your content can guide your strategy.
TIP: Google Trends with Glimpse allows you to understand how a topic is trending on TikTok (and other platforms too). Leverage this to understand which platforms you should be creating content around, for specific clusters or keywords.
4. Enhancing Discoverability and Engagement: Engage with your audience by prompting comments, sharing behind-the-scenes content, and participating in challenges. If you have a hashtag you want to trend, encourage UGC and participation etc. Encouraging user interaction signals to TikTok's algorithm that your content is valuable, increasing its reach.
Partner this with our previous tips around appearing within TikTok’s search functions (via keyword optimisation within your content) and your content will work even harder.
5. Utilising Tools and Resources: TikTok's built-in analytics provide valuable data on video performance, audience demographics, and engagement trends. Leveraging this information allows you to refine your content strategy and optimise future posts. Additionally, third-party tools can offer deeper insights into keyword trends and competitor strategies.
Ash Expectation: I think we’re about to see a big shift in this space, TikTok have already added search analytics, we’ve already got generalised video analytics but i anticipate much more is about to come to support our TikTok SEO efforts. When we hear about these developments, you will… so consider checking out our newsletter and follow our socials.
By focusing on these optimization techniques, you can improve your content's searchability and engagement on TikTok. Remember, the goal is to blend SEO best practices with creative content that resonates with your audience, ensuring your videos are not only found but provide delight, turning attention into advocacy.
Let’s wrap this up:
Embarking on the journey of search everywhere, incorporating TikTok SEO into our search marketing opens up a world of opportunities for digital marketers, brands, and creators alike.
By understanding and leveraging the unique features and algorithms of TikTok, you can significantly enhance the visibility and engagement of your content. From strategically using hashtags and optimising video captions to engaging with trends while maintaining brand authenticity, the keys to success on TikTok involve a blend of creativity, strategic thinking, and ongoing optimization.
As you dive into the dynamic world of TikTok SEO, remember that consistency, creativity, and engagement are your best tools for building a lasting impact on this vibrant platform.
TikTok SEO got you thinking about Search Everywhere? Check out Ash's talk at Power Hour in 2023, here he explored why users are demanding more from our content and why it needs to go further. (Like TikTok for example)
.png)