How many times have you had a question and your first move was to pull out your phone and do a Google search? This isn’t a random habit, but the result of Google’s strategic efforts to establish itself as the ultimate tool for answering every query.
In recent years, however, after nearly two decades of Google’s dominance as the ultimate search engine, a new challenger has emerged. Its name is TikTok. From recipes and travel destinations to product reviews and how-to videos, TikTok is rapidly evolving—especially among younger generations—into an alternative search engine with massive potential.
That’s why, in today’s article, we’ll explore what TikTok SEO is and how you can leverage the app for your business.
What is TikTok SEO?
TikTok SEO (Search Engine Optimization) is the strategy of optimizing content within the TikTok platform itself, aiming to increase a video’s visibility through search—either from the search bar or the For You Page.
It includes practices such as:
- Using keywords in captions, voiceovers, and video text.
- Targeted hashtags that follow trends or are SEO-friendly.
- Descriptions that answer questions frequently asked by the audience.
- Participating in trending challenges or using popular sounds.
Why does Gen Z prefer TikTok over Google?
Gen Z (those born between 1997–2012) has developed an entirely different way of consuming information. The key reasons TikTok is gaining ground as a “search engine” are:
- The content format (videos and now image carousels): Videos explain any question quickly and practically.
- The immediacy and authenticity of users: People trust “real people” and the spontaneous content TikTok is known for.
- The app’s algorithm: The platform’s algorithm is extremely smart and personalized to offer the best user experience.
How does TikTok influence content strategies?
TikTok is no longer just a trend but has evolved into a core tool for businesses seeking to reach new, younger audiences. By using keywords related to your product or service, you increase the likelihood of your brand appearing in relevant searches, while also gaining valuable insights into the audience’s intentions and interests, as expressed through their queries and searches. Additionally, you can quickly adjust your content based on reactions and engagement recorded in real time.
What are the first steps you can take to use TikTok as a search engine?
- Keyword research: Use TikTok’s search to identify what users are looking for (e.g., autocomplete suggestions). Based on their needs, create content that aligns with your business.
- Use SEO-friendly hashtags: Not just trending ones, but also keywords like #tips, #howto, #review. Using the right hashtags helps attract the right audience interested in your product or service.
- Create valuable content: Produce videos that answer questions, solve problems, or educate your audience. Base your content on research to identify what concerns users most.
- Optimize the first 1–3 seconds: With attention spans shrinking, it’s essential to grab the viewer’s attention from the very first second. Start with a strong hook that includes your target keyword.
We now understand that TikTok isn’t just an entertainment platform, but is evolving into a new form of search, especially for younger audiences. TikTok SEO has become an essential tool for businesses seeking to boost their visibility and connection with the public. Just as we once adapted to Google’s demands, it’s now time to do the same with TikTok.
The question is no longer whether you should be there, but how you’ll show up first in searches. That’s where we can help.
Contact us here.
