According to AdWeek, TikTok has become the go-to “search engine” for Gen Zs.
Yes, the younger generation prefers to see UGC (user-generated content) from everyday consumers as opposed to reading reviews, recommendations and tips on Google when it comes to making a purchase.
So if your brand is on the social media platform, now’s the time to brush up on your SEO strategy for TikTok.
What is SEO for TikTok?
SEO (search engine optimisation) for TikTok means optimising your TikTok videos to appear at the top of search results.
In other words, when a user searches for something using either a keyword or hashtag, your video(s) appear at or near the top of the list, which increases your content’s reach and engagement.
This together with running TikTok ads and collaborating with UGC (user-generated content) creators, will make your content more searchable and, most likely, be prioritised by the algorithm.
Why is SEO for TikTok so important?
TikTok recently added more features that allow for video discoverability. Their new focus is to improve the searchability of videos and show more content to interested users.
The updated algorithm works by gathering information to determine what the video is about and then shows the video to users who find it interesting.
When you have a strong SEO TikTok strategy for your brand it increases the chances of your videos appearing on the ‘For You’ pages more often.
It’s also the ultimate tactic for reaching interested audiences and giving your videos the best chance of being seen.
SEO for TikTok ranking factors
TikTok’s ranking algorithm looks at the accounts you follow or have interacted with, your location and language, audio and hashtags and a ton of other signals in order to prioritise content for you. Although a number of details can influence the algorithm, these are 3 of the main ranking signals:
1. Video information
The TikTok algorithm is designed to show you content that it thinks you’ll be the most interested in. So video information is an important factor when it comes to potential reach on the app.
The algorithm identifies video information through:
- Caption keywords
- Sounds
- Hashtags
- Effects
- Content (video transcripts)
2. User interaction
Interactions and views on videos are important ranking signals. They tell the algorithm that users want to see more of this. So, content that gets a significant amount of engagement will naturally be shown to larger audiences.
Essential user interactions include:
- Likes
- Comments
- Shares
- Completions and re-watches
- Account follows
3. TikTok device settings
The TikTok algorithm takes into account certain device settings (i.e. language and location) so that users don’t see a bunch of videos in a different language that they don’t understand.
Device settings that are considered by the algorithm include:
- Posting location
- Language preferences
- Type of mobile device
SEO tactics for TikTok
As user and consumer behaviour changes and TikTok becomes more of a search engine, it’s appropriate to rethink your SEO strategy and begin applying it to social media.
Here’s how you do it.
1. Perform keyword research on TikTok
TikTok’s newest goal is to link search keywords with content that best matches that term. For example, if someone searches for “best handbag” on TikTok, the videos that will rank at the top of the search results will have the keyword “best handbag” in the description. Proving how essential video text is to the algorithm.
2. Partner with user-generated content creators
Gen Zs shop differently, and do so by merging the awareness and consideration phases of the sales funnel. They discover brands through video content mainly produced by UGC creators on TikTok.
What is a UGC creator?
A UGC creator is someone who specifically creates content that looks user generated but in reality, is actually paid for. Sort of like an influencer.
If brands wish to work with UGC creators all they need to do is search on TikTok for creators that fit their niche and contact them for a collab.
Pro tip: If your brand is new to this, it might be helpful to reach out to an influencer marketing agency to support you through the process, at least at first.
3. Create a hashtag strategy
Adding relevant hashtags to your TikTok videos (think of them as keywords) will help the algorithm to better understand your content.
Pro tip: If your brand wants to join a popular trending challenge or dance routine, add the trending hashtag to your post.
Conclusion
As more and more users begin to search for brands on social media, SEO for TikTok becomes more and more important as it significantly increases your discoverability.
To become more discoverable, focus on keywords and UGC creators that are relevant to your niche and schedule your TikTok posts to maintain a sense of consistency with the algorithm. With the correct TikTok SEO strategy, you’ll start seeing the benefits in no time.
