TikTok Paid Search & SEO Best Practices

As TikTok grows into one of the most popular social media platforms globally, users are increasingly turning to it as a search engine for discovering content and inspiration. This shift is even impacting traditional search giants like Google, as TikTok content begins to appear in Google search results. To thrive on TikTok, understanding its search and SEO dynamics is crucial.

Recently, TikTok has enabled Ads in the search results on it's platform. Whilst users can't target ad placement based on keyword searched, the keyword content in your ad will surely impact which search terms you display for.

In this eCommerce blog we dive into the best practices to optimize your keyword content for TikTok's search ecosystem.

How Users Search on TikTok

TikTok has evolved from a platform for entertaining videos to one where users actively seek information. Whether it’s for tutorials, product reviews, or trend inspiration, TikTok is eating into Google's search dominance.

1. Content Discovery – The 'For You' Page: Beyond active searches, users often discover content organically through TikTok’s “For You” page. This algorithmically curated feed introduces users to new creators and trending topics based on their interaction history.

2. Active Search: Many users actively use TikTok's search bar to find specific content. Whether they are searching for trends, reviews, or answers to questions, the platform provides quick and engaging results

   
   

TikTok Ranking Factors

When it comes to TikTok SEO, several factors influence how content is ranked and surfaced to users:

1. User Interaction:

   1. The more engagement a video gets (likes, shares, comments, and follows), the higher it’s likely to rank. User interaction is a key indicator of a video’s popularity.

2. Video Information:

   1. TikTok takes into account various video details, such as:

      1. Captions

      2. Hashtags

      3. Sound clips

      4. These elements help TikTok understand the content’s relevance and categorize it for the appropriate audience.

How to conduct keyword research for TikTok?

Just like Google, TikTok has its own SEO dynamics, and keyword research is an important part of optimizing content. Here’s how you can conduct keyword research for TikTok.

Keyword Research on TikTok

• TikTok Keyword Insight Tool: Use TikTok’s keyword insight tool here. This tool provides related hashtags and keywords that can help you target the right audience.

• Search Bar Results: Utilize TikTok's search bar by experimenting with "alphabet soup" — start with your keyword and add different letters (A, B, C, etc.) to see what auto-populates. You can also add specific prompts such as:

  • "How (keyword)"

  • "Best (keyword) for..."

  • "Top 10 (keyword)"

  • "(Keyword) vs"

• TikTok Shop: keyword information such as breakout terms, competition and monthly search volume for keywords related to you product catalogue in TikTok shop can also be useful.

• 'Other Users Searched For': In TikTok search results, check out the “Other users searched for” section to find additional related search queries.

Broader keyword research to give a clear picture of searches

If you want to dive deeper, you can leverage traditional keyword research tools like:

• SEM Rush

• Google Keyword Planner

These tools can provide more data on keyword volume, trends, and competition, which can be cross-referenced with TikTok search insights.

What are the SEO Best Practices for TikTok?

To ensure your content ranks well and reaches the right audience, here are some TikTok SEO best practices you should follow:

1. Find Your Audience and Subculture:

   1. Every TikTok niche has its own audience and subculture, complete with its own language, trends, and content styles. To connect with your target audience:

      1. Use popular hashtags and sounds.

      2. Study the clips they engage with.

         
         

2. Ensure High-Quality, Native Content:

   1. TikTok favours content that feels authentic and native to the platform. Keep your content high quality by:

   2. Keeping videos short (30 seconds or less).

   3. Using trending keywords, sounds, clips, and memes that resonate with your audience.

   4. Engaging in challenges relevant to your niche.

   
   

   1. Add Keywords to Your Posts:

      1. Make sure your videos are discoverable by incorporating keywords into:

      2. Captions

      3. On-screen text

      4. Hashtags (3-5 relevant hashtags is optimal)

      5. Avoid keyword stuffing; instead, naturally integrate them into your content to enhance discoverability.

      
      

3. Optimize Your Profile:

   1. Your TikTok profile should also be optimized for search. Add relevant keywords and hashtags to your bio to make it easier for users to find your content when they search for related topics.

What's Next

TikTok's search capabilities continue to evolve, making it an essential platform for creators and brands looking to boost their visibility. By understanding how users search, optimizing your content with relevant keywords, and following TikTok SEO best practices, you can effectively improve your reach and engagement. Keep experimenting, stay updated on trends, and always focus on delivering high-quality, engaging content.

Are you interested in discussing a search marketing project on TikTok? Contact us to find out how we can help.

Read our other search marketing and sponsored product blogs, including Amazon & TikToks partnership, Tesco Marketplace & Onsite Merchandising.