How to do SEO on TikTok

TikTok is no longer just an entertainment social network: it is a fully-fledged search engine. More and more users are going directly to TikTok to discover brands, products, tutorials, what to buy or where to travel, as well as trends.

And as a brand, you can use this to your advantage. Because TikTok is already a 360º platform that not only inspires, but is also at the stage of the funnel where the user is close to making a purchase.

In this article, we show you how to do SEO on TikTok to appear both within the platform itself and also rank your videos on Google. We also give you ideas for types of content to attract organic searches from potential customers.

First of all, at HICARI we help you manage your social media, both from an SEO perspective and creatively. Shall we talk? :)

You may be interested in:

• How to do SEO with videos
• How to do SEO on Instagram

Yes. TikTok displays results in its search engine based on a combination of factors such as:

• Engagement (likes, comments, shares…)
• Watch time: retention
• Keywords in the video text
• Relevant hashtags
• Voice and subtitles (TikTok reads and analyses spoken content)

The first two are key; they are what make a TikTok video perform well. The rest help, but they are not as decisive as engagement and watch time.

And Google has been indexing TikTok content in its search engine for some time, so you can also appear in external searches.

This is the first-ranked video (watch video). Look at the video copy… I’ve seen shorter blog articles.

TikTok does not have a search algorithm identical to Instagram or Google, but you can optimise your videos for its internal search engine:

• The text over the video
• The description when uploading it
• The hashtags (use generic + specific ones)
• Your narration or spoken text (TikTok listens to it)
• The subtitles
• The comments.

• Create content designed for searches, not just for the feed
• Use specific phrases such as: “how to…”, “ideas for…”, “best apps for…”. But play with psychology and use negative hooks such as: “what you shouldn’t do to…”, “don’t make these mistakes…”

• Keep viewers’ attention until the end. Don’t reveal it until the
• Use a powerful hook in the first 3 seconds

A clear example: it tells you what problem you have and then walks you through solutions step by step:

Google displays TikTok videos in its results, especially on mobile. To achieve this:

This is a summary of the above, but with a strong focus on the video copy:

• Your username: include keywords if you can (“@recetas_sanas”)
• Your TikTok bio: clear text, with keyword + link
• Describe the video with keywords in the caption
• Create informative videos or ones that answer questions

There are two main types of content that are useful from an SEO perspective:

• Videos about your story, values or behind-the-scenes process
• Testimonials or success stories
• Behind the scenes
• Entertainment (related to your industry)
• Frequently asked questions about your product
• Reviews by UGC creators
• Influencer marketing
• EGC (Employee Generated Content)

• Videos that answer users’ questions
• “How to use” + your product
• Comparisons or top 5 lists
• Tricks, tips and tutorials

A very useful way to find ideas for videos with search potential is to use 100% free tools such as:

• TikTok Trends: discover current trends by country
• AnswerThePublic or AlsoAsked: find frequently asked questions
• Google Keyword Planner: export ideas and adapt the content
• TikTok Search: type in keywords and see what appears
• Ahrefs: an SEO tool with keyword search data

And if you want your content to align with what users are searching for, involve your brand’s SEO or content team. They’re sure to have more powerful (paid) tools such as Semrush or Ahrefs for conducting that keyword research.

One technique many brands are using to scale their videos in terms of views is:

And what happens when you comment?

In the case of this profile (@herasmedia), it doesn’t overcomplicate things. It uses Make to automatically send you a private message directly to its landing page, where it sells you its service: vproject.es/. It doesn’t create any resource; it focuses on volume. I wouldn’t recommend this if you’re a brand. It’s better to spend time creating a resource that genuinely provides value to your users.

This generates:

• Comments (which the algorithm rewards)
• Real interaction
• Qualified leads

If you’re thinking about creating a Lead Magnet and don’t know how to get started, use Make—and here’s a video tutorial showing you how to set up this automation:

Another tip is to embed videos on your landing pages; this strengthens the SEO of the video itself.

TikTok is a search engine. The sooner you start ranking your videos with SEO intent, the more visibility and results you’ll achieve. It’s not just about dancing or entertaining: it’s about being present when someone searches for what you sell. And if your UGC videos are well made, they can remain relevant for weeks or months, appearing both on TikTok and Google.