TikTok is rapidly becoming one of the most visited websites globally, surpassing Google and YouTube in some cases, due to its bite-sized and easily swipeable content.
As time goes on, more and more people are increasingly turning to TikTok for information, recommendations and entertainment, becoming a staple in app rotation. This change in search behaviour has come about as a result of younger audiences, who are choosing TikTok as their preferred tool over traditional search engines such as Google.
TikTok’s role in modern search is quickly evolving, becoming a primary source of information discovery, acting as a visual search engine for the younger (and older!) generations.
Not only that, but the latest addition of TikTok Shop is changing the ecommerce shopping experience, and making the platform integral for significant conversions.
TikTok’s algorithm is currently the most advanced yet, with the ‘For You’ page (FYP) being designed as the name states, for YOU.
On TikTok, content is discovered based on user behaviour and preferences – not just keywords, making it unique to other platforms.
The content users are served is determined by user engagement signals such as likes, comments, shares, reposts, and watch time.
This has not only affected the use of SEO, but this has also meant a rise in up-and-coming influencers, as it allows new accounts or less-followed creators to reach a wide audience quickly if the content resonates with users.
You may be wondering to yourself “If TikTok’s for you page is not just based on keywords, then how can you create a successful keyword strategy?’.
As the platform grows, TikTok invests more and more time integrating search functionality into the platform. Right now, this is done via hashtags used, the search bar, keywords in captions, and even topics discussed in the video as it uses automated subtitles to understand the true context of the video!
This means users can search for specific topics, creators, or trends, just like they can on Google, however, keyword optimisation needs to be looked at differently than traditional SEO.
On Google, you want to include your keywords within titles, meta descriptions and the actual content. On TikTok the emphasis is on catchy and engaging titles, relevant hashtags and using the correct keywords within captions and the actual video content itself.
This may mean tweaking your SEO keywords to suit the tone of TikTok, whether that’s focusing more on longform phrases or set pillars and niches for your video.
It might take you some time to fully understand the best ways to incorporate the right keywords across your channel, but once you do, reach could be massive.
Clear use of keywords on TikTok doesn’t stop with content creation – it’s also important to make your actual profile searchable!
This can be achieved by including relevant keywords in your bio and username, as well as making sure your bio clearly describes exactly what you do.
Linking is also vital on TikTok, making sure that the user journey has as few steps as possible. One of the best, and most popular ways of doing this, is by having a “link in bio” – often done b setting up a LinkTree (or similar) showcasing your most important links you want people to click on. This might be linking through to other social media accounts or setting up your products in TikTok shop to allow users to purchase your products with a singular click!
One of the keys to a successful TikTok account is ensuring consistent and recognisable branding so users always know it is you.
This includes using the same brand image as other platforms and sticking to your brand pack (fonts, colours, and styling) and will help boost your profile’s visibility , not to mention gaining awareness and trust from potential customers.
Hashtags are a very powerful tool when it comes to social media platforms, and this is no different on TikTok.
Hashtags can drive many users to your videos and profiles. They work very similarly to keywords in Google, helping categorise and make your content discoverable by users interested in specific topics.
There’s a lot to consider when finding the right hashtags for your videos. As a general rule of thumb, you want to include a balance of trending hashtags, and niche hashtags – both of these play important roles, so you shouldn’t choose one over the other.
We always recommend combining hashtags that are both niche and trending as it allows you to maximise the reach of your videos to the audience who matters most.
When it comes to actually creating the content for TikTok, it’s a good idea to have a fool-proof content plan, just as you would for your website.
Engagement is one of the most important metrics to keep in mind when creating your content plan. This is because the TikTok algorithm prioritises videos with high engagement, whether that be likes, comments, shares or completion rates, when deciding which videos to show on feeds. The more engagements your video gets, the more likely it is to show up on other users’ FYPs.
Unlike YouTube, TikTok favours short and snappy content, prioritising videos which viewers watch until the end.
This means that as a rule, shorter and more engaging content works better on the platform. However, recent updates have shown TikTok is now paying more attention to long-form content, with maximum video length increasing every couple of months. When TikTok first launched, videos could not surpass 15 seconds, however, now they can be anywhere up to 10 minutes!
When uploading long-form content, you want to make sure it’s engaging, easy to follow, digestible, and encourages viewers to stay until the end. Making sure that users actually want to share it, no matter the length, gives your content the best opportunity to reach a larger audience and ultimately, go ‘viral’.
So, you are now at the point where you have a good idea how to ensure that your TikTok content is SEO-optimised, but how do you measure success?
There are several key metrics to focus on, including:
Of course, there are other metrics you can focus on when optimising your strategy, however, these are some of the main ones and allow you to effectively refine your content and reach your ideal audience without making it overly-complicated.
Once you start experimenting with hashtags, posting times, video lengths and content formats, you’ll get a much better understanding of your TikTok SEO performance, ultimately setting you up for the best chance of success.
While Google has long been the undisputed leader in search, TikTok’s rapid rise as a content discovery engine is shaking up the landscape, particularly for younger audiences.
Tiktok’s algorithm and engaging short-form content is playing a major part in its increased role as a search engine, transforming the way users are finding their information. Recently, TikTok videos have started to appear in Google search results, signaling its growing influence in the SEO space, as well as highlighting the importance of adding social media into your SEO plans going forward.
However, Google remains the dominant force in traditional search, offering comprehensive web results, rich snippets, maps, images and much more. It also has the advantage of a vast database and AI-driven algorithms that continually refine user intent and accuracy.
In conclusion, while Google still has the edge in traditional search, TikTok’s growing influence in the social and shortform video space suggests that the future of SEO could be defined by a more dynamic, multi-channel approach. A holistic strategy will need to take into consideration both traditional search and emerging social search trends to keep up with competition.
Are you looking to up your social SEO game, but have no idea where to start? Our team of dedicated experts works collaboratively to understand your business inside and out, ensuring every aspect of your social SEO strategy is aligned with your brand’s objectives.
Let us create a comprehensive social SEO strategy that’ll drive more traffic to your brand. Stay ahead of the curve and get in touch with us today.
Digital Marketing
12th December, 2024
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