TikTok SEO Strategies and Best Practices for 2025

TikTok SEO refers to the process of using different SEO strategies to optimize the content you have on your TikTok account. The goal is to increase views, shares, and likes so you attract more followers and potential customers.

As such, TikTok is a great platform for businesses to employ their marketing tricks. To help you effectively use SEO for TikTok, our experts discuss what it is, how it works, and proven TikTok SEO strategies in this guide. Let’s dive straight in!

What Is TikTok SEO?

TikTok is one of the leading social media platforms today — valued at $84.2 billion in 2023 — and SEO plays a key role in distributing your content on this medium. As such, TikTok SEO is crucial for companies aiming to boost visibility when users search within the platform.

Implementing a TikTok SEO strategy helps your videos appear for search phrases and keywords relevant to your brand and product or service offers. Many SEO agencies employ their strategies specifically to this medium, simply because it can:

• Attract users’ attention
• Direct them to visit your website
• Convert them into followers or even paying customers

Explore The Top SEO Agencies

Agency name

 

 

 

 

 

5(Reviews #)

VISIT WEBSITE

Agency description goes here

Agency name

 

 

 

 

 

5(Reviews #)

VISIT WEBSITE

Agency description goes here

Agency name

 

 

 

 

 

5(Reviews #)

VISIT WEBSITE

Agency description goes here

Find Your Company Now  

How TikTok Works as a Search Engine

TikTok is no longer just a social media platform or an entertainment hub; it has grown to be a valuable search engine, especially among younger users. In fact, one study showed that more than half of Gen Z prefer to use TikTok for searching instead of Google.

As a search engine, TikTok offers several key features:

• Discover Page: This is the first thing you encounter when on TikTok. The scroll page shows various videos based on your interests — the more you search and use the app, the more the algorithm works and tailors what you see on the Discover Page.
• Search Bar: This is the central feature that makes TikTok a powerful search engine. Located in the top right corner, the search bar allows you to search the app using hashtags, keywords, trends, or niches.
• Hashtag Search: If you want a more specific search, you can just click on a hashtag in a video and get all content using that same hashtag. This allows more personalized searches based on your interests. TikTok ranks content based on relevancy, so the more you use and search for a hashtag, the more videos it will recommend to you with the same hashtag. Remember: keywords can also be hashtags!
• Sound Search: One of the unique things that make TikTok a preferred search engine is the ability to search sounds. Every video with a certain sound provides an option to click on it (a small circle in the bottom right corner), showing all the videos where the sound has been used.
• User Search: On TikTok, you can also search for users’ content by simply looking for the user via the search bar or by clicking their icon on a video. This allows you to see content from your preferred accounts.

7 Proven TikTok SEO Strategies

With proven TikTok SEO strategies, your brand can stand out, rank well on TikTok, and engage with the right audience. Here are seven of the best strategies:

1. Use keywords
2. Include keyword variations
3. Add hashtags to your videos
4. Don’t dismiss the relevance of onscreen text
5. Stylize your username and bio with keywords
6. Voiceovers + keywords work
7. Use text headings over video covers

1. Use Long-Tail Keywords

Build your content around questions, topics, and themes that users search for. However, don’t go for short keywords that usually have a high search volume; instead, focus on niche-specific long-tail keywords. These keyword phrases enable you to establish authority in your industry over time. They have higher intent, making them more likely to convert viewers into purchasing consumers.

This approach is especially effective for product advertisements. Create a repository of videos targeting longtail keyword clusters, such as “where to buy oversized scrunchies” or “how to style hair with oversized scrunchies.” These phrases will help your videos rank better compared to targeting generic keywords like “scrunchies” or “how to style hair.”

Moreover, long-tail informational keywords are the driving force behind TikTok’s new featured snippets. These snippets are excerpts from videos that answer specific searches, allowing you to get a straightforward response to your query even without watching the videos.

Basically, when you search on TikTok using longtail keywords such as “how to...” or “where to buy...”, the algorithm identifies videos that answer your query and serves enhanced search results to address it directly.

2. Include Keyword Variations

Besides using narrowed-down keywords, think about including keyword variations as part of your TikTok SEO strategy. For example, if your keyword is “TikTok SEO,” consider words and phrases like “TikTok for SEO,” “SEO strategies for TikTok,” and similar variations.

Use these variations in different places, such as in the caption, on-screen text, description, and even the voiceover. These variations will reinforce the central topics your videos focus on and signal the app about them.

3. Add Hashtags to Your Videos

Hashtags are a crucial element of SEO for TikTok. They help the algorithm determine your video’s relevance to search words and phrases and contribute to creating viral videos. Moreover, as we said, hashtags allow users to search for similar content on the app, making it easier for customers to find your brand.

4. Don’t Dismiss the Relevance of Onscreen Text

Onscreen texts weigh as much as keywords. They have a greater impact the sooner they appear on your videos, which is why it’s recommended to place them within the first two to three seconds of the post.

Moreover, TikTok’s SEO algorithms favor larger typefaces positioned closer to the center and with optimal contrast. This adjustment followed after TikTok spotted some creators’ using numerous small, less noticeable onscreen texts, sometimes placed outside video frames — a tactic reminiscent of keyword stuffing.

5. Stylize Your Username and Bio With Keywords

Adding keywords to your username and bio is a good TikTok SEO strategy. It combines one of the former tactics we discussed to boost your overall SEO. Granted, adding keywords to your username is not always possible; however, the bio is always an option.

Conduct a keyword search and include your niche target words and phrases in the bio, keeping the word count limit in mind. Optimized keywords in the name section can also assist you with getting higher search results ranking.

6. Voiceovers + Keywords Work

As we mentioned above, adding keywords to your video voiceovers is an increasingly popular TikTok SEO strategy. Choose a certain keyword or variation and say it within the first few seconds of your video. This SEO TikTok strategy is crucial as the app automatically converts anything you say into closed captions, which the algorithm reads, ensuring it sees the keyword.

7. Use Text Headings Over Video Covers

Videos with keywords placed on the first frame and the cover image are more likely to rank higher on search pages and the For You Page (FYP). After identifying the best keywords for your business, use them in your text headings. For your video covers, consider using keyword variations or engaging words and phrases such as “Our customers love when...” to attract viewers.

5 Best Ways To Implement and Improve Your TikTok SEO

Now that you know some valuable TikTok SEO strategies, here are six ways to implement them, as well as improve your overall TikTok SEO:

• Conduct keyword research
• Create interesting content
• Use an adequate number of the right hashtags
• Maintain regular posting frequency
• Monitor TikTok marketing analytics

1. Conduct Keyword Research

For most of the TikTok strategies we shared above, you first need to identify the most fitting keywords for your brand, products, or services. Only after that can you leverage them to rank well on TikTok.

Take the following steps to perform extensive keyword research:

1.1 Brainstorming

Run through the topics related to your:

• Enterprise
• Product and service names
• Consumer pain points
• Solutions to these customer problems
• Jot them down for future purposes.

1.2 Using TikTok Keyword Autosuggest

Take one of the topics from your list. Key it in the search bar and note what relevant ideas the autosuggest functionality recommends.

1.3 Listing Down Your Target Keywords

Repeat the first step. However, this time, create a list of more targeted keywords based on the information you gathered from TikTok’s search suggestions.

2. Create Interesting Content

None of the strategies we mentioned above will work if you don’t have engaging content. To achieve this, keep these pointers in mind:

• It should be attention-grabbing: Your TikTok videos, as a form of viral marketing, should grab the attention of your audience within two seconds. The copywriting framework AIDA — attention, interest, desire, and action — is an excellent approach to follow.
• It offers value: Post videos with production value. Don’t add words solely for clickbait and focus on providing some value to your customers by answering their queries, providing first-hand experience on a topic, offering suggestions or recommendations, or giving expert advice on your industry.
• Have a clear and solid statement: Make a statement through unique, brand-specific content. While it’s good to stay updated on trends, simply following may not always work favorably for business owners. Instead of copying the same formula over and over, focus on what you can add that still aligns with your brand identity while setting you apart from the rest.
• Stick to a brand voice: Find your tone of voice and marketing style that aligns with your brand’s identity and resonates with your target demographic.
• Use the TikTok shop: Do not just aim to attract views. Use the tool provided by the app to market and engage audiences, then convert them and make a sale by making your product an accessible option through the app.

• Focus on your client/audience: Understand what drives your target market to make a purchase. Utilize this knowledge to connect with them genuinely.

3. Use an Adequate Number of the Right Hashtags

If you go overboard with the keywords or hashtags, your TikTok SEO strategy will bring no fruit. So, first, ensure that you incorporate the right hashtags into the description text. Consistency with your choice and use of hashtags will help your videos appear in the most ideal places for your marketing initiatives.

Creating your own brand-related or product-specific hashtags is also beneficial when promoting a specific offer from your business. They will encourage online users and buyers to make user-generated content (UGC) — an organic marketing method.

4. Maintain Regular Posting Frequency

To get the most out of TikTok SEO, strive for both quality and quantity, but never forget about frequency. Aim for high-quality content but make sure you do not spend too much time trying to perfect your videos. Choose to learn as you go and focus on producing them in batches. This way, you can use different SEO strategies and perfect them as you go.

5. Monitor TikTok Marketing Analytics

The final thing to ensure the TikTok SEO strategy you use is good and beneficial is to monitor and analyze your TikTok data. Analytics data and insights are among your top assets when strategizing for TikTok SEO.

This platform allows businesses or content creators to make a business account and gain access to TikTok Analytics, i.e., various account statistics, including:

• Number of views
• Number of followers and at what rate you gain new ones
• Number of videos that make it to the trending section
• Traffic sources — it can be from FYP, profile visits, and follows
• Audience’s location

Another option to measure the effect of your TikTok SEO strategy is to use different external tools (we’ll talk about them more below).

By tracking these key metrics, you can assess your brand’s visibility and engagement on the app and see what you need to reoptimize. Plus, these KPIs will help you make more informed decisions for executing your upcoming TikTok SEO tactics.

Top 10 TikTok SEO Ranking Factors

Here are some factors that may influence the visibility of your TikTok content:

Keep in mind that TikTok's algorithm is dynamic, and the platform may update its ranking factors over time. It's also important to note that user preferences and trends can change, so staying informed about the latest TikTok trends and adapting your SEO content strategy accordingly is crucial for success on the platform.

How To Measure the Effect of SEO on TikTok

Measuring the effects SEO has on your TikTok content can be done by following several key metrics. Once you define them, you must monitor them regularly to ensure they engage your audience.

To describe it better, here are the steps you need to follow to measure the effect of SEO on TikTok:

• Define your key metrics
• Analyze keywords on search
• Use TikTok analytics
• Check the performance tab

1. Define Your Key Metrics

First, start by choosing the KPIs relevant to you. This can be anything from engagement rates to website traffic generated from your TikTok account. Note that what is considered a main key metric for some businesses doesn’t have to be the same for others. Choose based on your business goals.

2. Analyze Keywords on Search

The second step is to analyze the ranking of keywords. As we mentioned, TikTok SEO is heavily based on keywords. Analyzing how some keywords rank by looking at where the videos are placed using long-tail keywords and their variations can help you determine your keyword strategy.

For example, type in “sunscreens for face” and in the screenshot below you can see that the first video is also ranked as the top liked. Analyze the keywords they use and how they rank their content.

3. Use TikTok Analytics

Check who viewed your videos and other stats by using the Analytics option on the platform. Here you can see how many people viewed your videos and your profile, as well as how many comments you have, likes, shares, etc. The analytics on your videos are automatically set to 7 days, but you can change them to view a broader range of profile and video interactions.

You can also analyze your followers’ demographics and the retention rate of your videos. By using such information, you can see whether your TikTok SEO tactics reach the right target audience or make necessary adjustments.

4. Check the Performance Tab

To narrow your analysis down, use the Performance Tab of your video. Here you will see how many people interacted with that one specific video by showing you likes, shares, comments, total play time, average play time, and other metrics. You can use this to tailor your TikTok SEO strategy for the next videos, as well as define some of your key metrics.

3 Best Content Types for TikTok SEO

We mentioned that the most crucial thing for any TikTok SEO strategy to work is to have quality content. Here are the most recommended styles you should use:

1. Humorous, Engaging, and Fun

Given that most users log onto TikTok to find entertaining and funny content, it only makes sense for creators to share light-hearted, fun, and playful videos. People are naturally inclined to consume this content type.

Consider integrating humor into your videos to engage more viewers and in turn, appeal to and promote your brand to a larger market. For example, make entertaining product videos where you show a fun and interesting way in which people can use your product.

We did a TikTok search on this type of content and were given several entertaining and funny videos. For instance, the first option in the screenshot below (which is also ranked as top liked) is very engaging and interactive and even uses the right keywords that the algorithm can target related to our search.

2. Educational and Informative

People who follow you want to know more about your brand — what it offers, what the products do, etc. So, make informative videos where you bring the company closer to your audience.

For instance, you can make videos where you recount your company history. You can showcase your vision and goals or teach potential customers tips and tricks for product usage. Tell them about a troubleshooting hack that addresses pain points.

Or you can share tips you’ve learned so far on your business journey. Kaila Uli does this well by sharing marketing tips she’s learned in business school so other brands and SMEs can use them to climb the ladder of success.

You can also research client FAQs and use TikTok to provide answers. TikTok recently added an interesting feature allowing you to respond to a follower’s comment with a video — so why not give it a shot?

3. Trends, Challenges, and Sounds

When done right, following trends can benefit your brand visibility on TikTok. Trends can range from fads, songs, and hashtags to popular challenges. If it complements your advertising intent and is valuable for your business, content built around trends will trigger TikTok that your posts are relevant, and the platform will spread around.

One good example is using trending songs. You can even blend this style with some of the previous two to get an even better boost to your content. For instance, make an informational video about using your product with a trending song in the background and explain the process only using onscreen text.

Another idea is to check out “trending” or “TikTok trends” as a hashtag. Our experts used TikTok’s search bar with a long-tail keyword and found videos that even point to possible trends. This way, you can take advantage of them before they blow up.

3 Useful TikTok SEO Tools

Aside from TikTok Analytics which gives you the most comprehensive insight into how your TikTok SEO strategy is doing, here are 3 more tools that can help implement and improve your TikTok SEO:

1. Ahrefs

Since most TikTok SEO strategies we shared revolve around keywords, using a keyword tool for finding the most relevant words and phrases for your business is a must. Ahrest is the best TikTok SEO tool that can help you get a list of the most frequently searched keywords, which you can include in your marketing tactics.

The best thing about Ahrefs is that you don’t have to pay for it. The free keyword tool will show you several options (but the paid version will give you all options). Just add your primary keyword and you’ll get other variations with their volume.

But if you choose to go for the full services, Ahrefs offers these plans:

• Starter: $29/month
• Lite: $129/month
• Standard: $249/month
• Advanced: $449/month
• Enterprise: $14,990/year

2. Surfer

Again, content is what you revolve around on TikTok. Although it’s mostly video content, you may need some help devising catchy phrases and captions, even descriptions to your videos and adding keywords to them. This is where Surfer comes in.

A simple TikTok SEO tool at first glance, Surfer helps boost traffic and increase visibility just by tailoring your content. Mainly used for long-form content, Surfer can also benefit TikTok’s short-form content because it can perform a keyword analysis and set your keywords to the exact places where they’d make the most sense.

Surfer’s keyword research is available for free as an extension, but the content editor, more in-depth SEO analysis, and AI writer are part of the paid plans. Those are:

• Essential: $89/month
• Scale: $129/month
• Scale AI: $219/month
• Enterprise: Custom

3. Hootsuite

Managing your content on TikTok and uploading it at the right time is important so your overall TikTok SEO works. Hootsuite is a great TikTok SEO tool for that, mostly dealing with content scheduling.

This tool gives you a complete look into your marketing activities on the app so you can schedule your posts. It also allows you to quickly respond to any TikTok mentions. The best part is the new OwlyAI feature that can help create unique post ideas such as descriptions, onscreen text, etc.

Hootsuite offers a 30-day free trial after which you can choose one of these plans:

• Professional: $99/month
• Team: $249/month
• Enterprise: Custom

Putting It All Together: Why TikTok SEO Is Important

You need to take TikTok SEO seriously if you intend for your brand to thrive in TikTok marketing. A considerable portion of prospective customers are on TikTok today and use it as a preferred alternative to search engines.

Implement one or a combination of the TikTok SEO best practices our pros shared above, learn more along the way, and see your TikTok following grow. Alternatively, you can let professional social media marketing companies do it for you.

TikTok SEO FAQs

1. How to do SEO on TikTok?

For successful SEO campaigns on TikTok, you should optimize your TikTok content by focusing on engagement metrics like likes, shares, and comments. Use popular and relevant hashtags, participate in trending challenges, and create high-quality, complete profiles. Interact with others, collaborate through duets, and leverage geolocation tags for broader reach. Stay informed about evolving trends and adapt your strategy accordingly.

2. Do keywords matter on TikTok?

Yes, keywords matter on TikTok. Incorporate keywords in captions and descriptions to help the algorithm understand your content and increase its visibility.

3. How do Google and TikTok SEO differ?

The main difference is that Google SEO targets the search engine, while TikTok SEO targets the social media platform. But, aside from this obvious distinction, the key is in the algorithms.

Google’s algorithm prioritizes content based on quality, backlinks, interlinking, speed page, mobile friendliness, etc. Basically, all metrics for a website.

On the other hand, TikTok’s algorithm prioritizes content based on likes, shares, views, and watch rates. With an adequate TikTok SEO strategy, you can increase these metrics and see your TikTok account grow.