The Intersection of Search and TikTok SEO
- Darya Neil
- Jul 7
- 6 min read
Updated: Jul 8
Did you know Google is the number 1 ranked search engine? (Duh.) What about number two? (Obviously YouTube.) Well, what about TikTok being considered a search engine? (Bet you didn’t know that one!)
2 in 5 Americans are now using TikTok as a search engine. With over 1 billion monthly users, this isn't just a trend—it's a shift in how people are searching for information online. This makes it key to being an intersection of search and TikTok SEO.
Why TikTok Has Become the New Search Engine
According to Adobe's 2024 survey, users are gravitating toward TikTok for search because:
44% find short video format more informative and digestible
29% believe the information is more current and up-to-date
26% appreciate the diverse perspectives and unique ideas
25% value the authentic user reviews and real experiences
What's particularly interesting is how TikTok performs against Google's E-E-A-T framework (Expertise, Experience, Authoritativeness, Trustworthiness). While users see TikTok as strongest in expertise and experience, they rate it lower on authoritativeness—which actually makes sense given its authentic, user-generated nature.
Businesses Are Already Making the Switch
Forward-thinking business owners aren't just noticing this shift—they're capitalizing on it. Here's what they're discovering:
22% report their TikTok video tutorials outperform traditional search results
18% see better engagement on product reviews compared to Google
15% of marketing budgets are now allocated to TikTok content
40% of Gen-Z prefers TikTok over Google for search
It’s as simple as this: if you're not optimizing for TikTok search, you're missing out on a massive audience.
The Essential Guide to TikTok SEO
TikTok SEO works differently than traditional SEO—it's optimized for short-form video content rather than web pages. Here's the playbook on how to master it:
1. Master Keyword-Rich Captions
Your caption strategy should mirror how people actually search on TikTok. If users are typing "best dentist in Philly," those exact keywords should appear in your caption. TikTok's algorithm matches user queries with phrases found in captions, so think like your audience searches.
2. Leverage On-Screen Text
TikTok's algorithm actively scans any text visible in your video—titles, overlays, even background text. This cues the algorithm to know exactly what your content is about. Use this to your advantage by incorporating relevant keywords naturally into your visual elements. Every piece of text is another opportunity to signal what your content is about.
*When thinking of a caption, this refers to the text below your video. On-screen text, while sometimes known as closed-captions, refers to any text that pops up on the screen during the duration of the video or on a video cover.
3. Speak Your Keywords Out Loud
This is where TikTok gets really smart: the platform uses advanced voice recognition to scan your audio content. When you naturally incorporate target keywords into your spoken content, you're giving the algorithm multiple signals about your video's topic and improving your search visibility.
4. Use Strategic Hashtags
The sweet spot for TikTok hashtags is 3-5 relevant tags that blend broad appeal with laser-focused specificity. Think of it as casting both a wide net and a precise line at the same time.
General hashtags classify your videos into interest categories or industry verticals—these expand your reach to larger audiences who might discover your content.
Specific hashtags hone in on the exact audience you want to reach—these help you show up in targeted searches and connect with highly engaged niche communities.
This dual approach maximizes your visibility: broad hashtags get you discovered, while niche hashtags get you remembered by the right people.
5. Engage with Comments
There’s a direct relationship between engagement and SEO on TikTok. The more genuine interactions your video generates, the higher it climbs in search results. Your comment section isn't just for community building—it's yet another SEO opportunity. When you respond to comments thoughtfully and naturally weave in relevant keywords, you're doing double duty: building relationships with your audience while reinforcing your video's main topics for the algorithm.
The Algorithm Factors That Actually Matter
Understanding TikTok's algorithm helps shape top performing content:
High-Impact Factors:
User Interactions: Completion rates, likes, comments, saves, shares, and follows
Video Information: Captions, hashtags, sounds, and effects. In particular, effects help video information by signaling the video’s style, theme, or trend participation to the algorithm, making it easier for TikTok to categorize and recommend your content to interested viewers
Trending Sounds: These act like audio hashtags—if a sound is popular, TikTok shows more videos using it
Supporting Factors:
Device Settings: Language preferences, location, and device type help personalize content distribution
All in all, engagement is everything. The algorithm rewards content that keeps viewers watching, interacting, and coming back for more.
Advanced Strategies to Boost Your TikTok Video Rankings
With all of this in mind, here are some proven tactics to take your TikTok SEO to the next level:
Optimize Your Posting Cadence
Consistency beats perfection when it comes to TikTok's algorithm. The platform rewards creators who maintain steady content output over those who post sporadically, regardless of individual video quality.
Aim for 3-5 posts per week as your baseline. This frequency keeps you visible in followers' feeds without overwhelming the algorithm or your audience. Posting daily can work, but only if you can maintain quality—the algorithm penalizes accounts that sacrifice engagement for volume.
Create Series and Connected Content
The algorithm loves when viewers stay on your profile longer. Create video series that encourage binge-watching, use cliffhangers to drive viewers to your next video, and reference previous content to build narrative connections. This increased session time signals to TikTok that your content is valuable.
Backlink Your Content Strategically
Backlinking your TikTok content creates a web of connections bringing users back to the original content. A few ways to do this are:
Embed videos in blog posts to create contextual backlinks that provide additional value to your written content. This cross-pollination helps both your blog and TikTok performance.
Share across social platforms like Instagram Stories, Twitter threads, and LinkedIn posts. Each share creates another pathway for discovery and signals broader content appeal.
Include in email newsletters to drive your most engaged audience directly to your TikTok content. Email traffic is high-quality traffic that TikTok's algorithm recognizes and rewards.
Create landing pages that feature your best TikTok content, allowing you to capture both search traffic and social engagement in one place.
Jump on Trends Strategically
TikTok's algorithm prioritizes trending content through what's called "trend velocity"—the rate at which a trend gains momentum. This doesn't just mean using trending audios; it includes participating in dance trends, challenges, or other popular formats. Don't chase every trend—focus on those that fit your niche and resonate with your audience. Put your unique spin on trending sounds, challenges, or formats to stand out. Jumping on rising trends early can give your videos a ranking boost before they become oversaturated.
Essential TikTok Tools
Don't guess at what's working—arm yourself with the right tools to stay ahead of the curve.
This is your go-to resource for discovering trending hashtags, relevant keywords, and emerging creators in your niche. It's like having insider access to what's about to blow up on the platform. Plus, it can analyze ad and organic performance within a certain industry or location.
TrendTok is an AI-powered tool that helps you spot rising trends in your specific niche, tracks which trends are starting to fade, and gives you the data you need to plan your content optimization strategy with confidence.
TikTok Search Bar
While this is obvious, it’s still a great resource. Start by typing in keywords related to your niche and what suggestions automatically pop up are what people are actively searching for right now. Take notes on these suggestions and weave them into your content strategy.
Frequently Asked Questions about the intersection of Search and TikTok SEO
What exactly is TikTok SEO? TikTok SEO is the practice of optimizing your videos to rank higher in TikTok's search results. This involves strategically using keywords in captions, on-screen text, spoken content, hashtags, and comment responses to make your content more discoverable.
Can my TikTok videos appear on Google Search? Yes! When properly optimized with relevant keywords, your TikTok videos can appear in Google search results, giving you visibility across multiple search platforms. To increase your chances of showing up on Google, follow the essential TikTok SEO strategies: use keyword-rich captions and on-screen text, incorporate targeted keywords in your spoken audio, and strategically select hashtags. Sharing your videos across platforms and maintaining consistent posting within your niche also help boost discoverability. By combining these tactics, you’ll maximize your TikTok content’s reach and improve its chances of ranking on Google search results.
How do I find the right SEO keywords for TikTok? Start by typing relevant phrases into TikTok's search bar and take note of the autocomplete suggestions. Research trending hashtags in your niche, and use TikTok Creative Center or TrendTok Analytics to track trends and discover niche keywords that align with your content.
Should I use paid ads or focus on organic TikTok SEO? The two strategies complement each other. Organic social builds the relationship with the audience that the paid ads target. The paid ads are conversion driven, whereas the organic is relationship driven. The most effective approach often combines both, using organic SEO as your foundation and paid promotion to amplify your best-performing content.
Comments