We now know that TikTok is one of the fastest-growing social media platforms at the moment. Where initially only young people used it, that is no longer the case. What is striking, however, is that it is increasingly being used as a search engine. This means that the content must also be optimized within the platform, just as you do for your website. But this does not work in the same way.
Why you should do this, what the difference is, and how to optimize your content correctly on TikTok, we are happy to explain.
- Why TikTok SEO?
- What is TikTok SEO?
- From entertainment platform to search engine
- Will TikTok become Google's competitor?
- What do we use TikTok's search function for?
- How do you optimize your content for TikTok Search?
- Local visibility
Why TikTok SEO?
Every platform wants to show as many ads as possible to their users, as this is where they ultimately earn. By adapting the content as well as possible to what you are looking for and what you interact with, they keep you on a platform. TikTok's algorithm is one of the fastest-adapting algorithms among social media platforms at the moment.
So do you understand how your target audience uses TikTok? What terms do they type in or which hashtags are common in the videos they watch longer? Then you can fully optimize your videos for this to get more views and eventually go viral.
What is TikTok SEO?
Does TikTok SEO work the same as SEO for Google? No. There are several differences between these two.
With TikTok SEO, you not only optimize the texts in the copy with your video, but the spoken text must also be optimized for the terms that are typed on the platform. Additionally, you optimize the subtitles, hashtags, and comments in your comments. How you do this exactly, you can read here.
From entertainment platform to search engine
We have known for a long time that the platform is popular. While it initially became popular mainly through dances and entertainment videos, we now see a shift. Nowadays, more and more studies are shared showing that TikTok, especially by the younger generation, is used as a search engine. In a recent study from Adobe, 64% of Generation Z and 49% of Millennials indicate that they use TikTok to perform the searches they would normally enter in Google via TikTok.
Something TikTok cleverly capitalizes on with various new features. Do you want a direct answer to your question with a TikTok video, which you would normally search for on Google? Then you can soon add TikTok's search page to your phone's home screen.
Ideal if you want a quick answer to a question. But are you active in posting TikToks yourself? Then you now also get insights into the search results of your organic posts. When enough data is collected, you can also obtain other insights such as:
- How many impressions you achieved through the search results
- The number of clicks in search
- The CTR on your video in the search results
- Your average position
And the CTR is often very high! As seen below, the CTR is 62%. Someone is looking for a product, finds your TikTok video, clicks on it, and watches the video. Not comparable to Google, where you click through to the website and a product, but a good statistic to see that your video generates interest.
TikTok does not yet release the search terms on which you are found or on which you score. However, this clearly shows that it is moving more towards a search engine and that they want to encourage users who post videos to look at the platform in this way. For now, it is best to test with different keywords and see what this does for your results.
Do you want more insight into the search terms your videos are displayed on? Then you need to get started with TikTok ads. Since the end of 2023, the 'search toggle' is available. This allows you to indicate to TikTok that you want your videos to be shared in search results. Have you enabled this? Then, when your video is displayed in the search results, you can also view the keywords on which your videos are shown and various statistics that align with this.
Will TikTok become Google's competitor?
Where we would think that Google and TikTok are competing to not send users to each other's platform, we see something very different. They are working together! In America, tests are being conducted where TikTok suggests continuing to search for a topic on Google:
Additionally, a clear shift is visible in the video results. Initially, mainly YouTube videos were shown. But since the end of 2023, we also see an increase in videos from Facebook and TikTok getting space in the search results. Another reason to optimize your video texts and ensure you become visible on the various platforms.
Besides the organic search results, TikTok can also be found in Google Shopping. However, this concerns the products from the TikTok shop, which are currently still in the beta phase and not yet available in Europe. Interesting if you have a product you want to sell but (still) no webshop. In this way, you can bring it to attention with videos and the TikTok Shop on TikTok and then link it to Google Shopping.
But what do we actually use TikTok's search function for?
Of course, all these new possibilities where TikTok is moving more towards a search engine with video results are great. But what is really being searched for? The most popular search query is for new recipes, followed by new music and 'Do It Yourself' tips.
Although much more advice is being sought. Who, for example, does not know 'BookTok' now? A few years ago, this was already very popular, and even bookstores cleverly played into this by showing the 'BookTok' top 10 in the stores.
Besides BookTok, many more communities have emerged. Think, for example, of FoodTok, CleanTok, and MoneyTok.
These communities become visible in the search bar when you open a video you searched for. By, for example, searching for 'quick pasta recipe', clicking on one of the recipes, you will then automatically see FoodTok become visible. TikTok wants to encourage you to continue searching for more inspiration. In the copy of the video, FoodTok does not even need to be included; this is automatically recognized by the algorithm.
Not only in the search bar above the video are suggestions given. If you scroll through your For You Page, suggestions are given under the video to continue searching on a topic the specific video is about.
How do you optimize your content for TikTok Search?
Optimizing your content for TikTok's search results is not only about understanding the algorithm but also about how the user searches on the platform. To gain more insights into this, you need to research within the platform. Terms used within Google can be used for inspiration, but searches on TikTok are different from Google. It is important to make a clear distinction here.
So first do research so you can directly use the keywords for inspiration for your new content.
1. Incorporate the search terms in your biography and in your copy
The search terms are not only important for your copy. If you incorporate the keywords in your biography, you ensure that your profile is also found more quickly on the terms that are important for your brand and the industry you are active in.
Ensure that the copy with your text remains readable and does not become too long. TikTok is about short content, so it must be immediately clear what your content is about. Also in the copy.
2. Sounds; spoken and songs
What not everyone knows is that it is relevant within TikTok to incorporate words in your spoken text that are frequently searched for. The platform also takes this into account within the search results.
Besides speaking your text to give more explanation about a topic, it is of course important to keep an eye on the popular songs and use them with your videos to create more visibility.
3. Text overlay and subtitles
Another place where you can incorporate the search terms is, of course, in the text overlay in your video. These are texts that the platform uses to assess what your content is about and where you can ensure that you are relevant to your target audience.
If you also convert your spoken text to subtitles, you have an extra place to incorporate the terms and thus have even more chance of being found.
4. Popular hashtags and niche hashtags
You can find popular hashtags in the TikTok Creative Center. You can filter here for your industry on the most popular 100 hashtags in the past 7, 20, and 120 days. In addition, you can also filter on the newest hashtags of the moment.
Research these hashtags to see what others are posting by clicking on “See analytics”. Additionally, you can type the hashtag into TikTok itself and research which posts generate a lot of engagement. View multiple posts with this hashtag, and your “For You Page” will also change to relevant content.
5. Incorporate keywords in your comments
Another way to make your video score better on certain search terms is to incorporate them in the comments you give on comments placed under the video. Various terms regularly become clickable, leading you to new videos.
Local visibility
A part not to forget is that a lot is also searched for locations within Gen Z and Millennials. They consciously search for inspiration when they go to a city or country to view the highlights and search for restaurant tips to ensure they don't miss anything when they go on vacation. Do you want to be visible in local search queries? Then make sure you add the location to your video in addition to the search terms.
Additionally, tests are currently being conducted in America where reviews can be given to locations. This makes it even more relevant to start posting content about your location to be discovered.
Conclusion
Are you already working with TikTok or do you want to start with it? Research the trends and keywords within the platform and optimize your content with them. Ensure you create more visibility and get more visitors with it.
Do you want to incorporate TikTok into your online marketing strategy but have no idea where to start? Feel free to contact us.
