TikTok SEO Guide: How to Rank & Get Discovered on TikTok
TikTok isn’t just a social media platform anymore, it’s a search engine powerhouse.
With millions of users now searching for products, recommendations, and how-to guides directly on the app, optimising your content for TikTok SEO is the key to staying ahead of the competition.
If you’re not showing up in TikTok’s search results, you’re missing out on massive engagement and brand visibility.
So, how do you rank higher on TikTok?
How does TikTok’s algorithm decide which videos to push to the top? And how can you optimise your content to get discovered?
Let’s break it all down.
TikTok is Becoming the New Google—Here’s Why
If you think Google is the only place people go for answers, think again.
More and more users, especially Gen Z, are turning to TikTok instead of traditional search engines.
A study revealed that 64% of Gen Z prefer TikTok over Google when searching for recommendations, tutorials, and trends.
And TikTok isn’t just a closed-loop ecosystem anymore.
TikTok videos are now showing up in Google search results, meaning that properly optimised TikTok content can drive traffic beyond the app itself.
This is a game-changer for brands and content creators looking to increase visibility across multiple platforms.
TikTok SEO vs. Traditional SEO: What’s the Difference?
SEO isn’t just for Google anymore. But TikTok’s search engine works very differently from traditional SEO.
For starters, TikTok SEO is entirely video-based, meaning the usual keyword-stuffed blogs and web pages won’t cut it here.
Instead, TikTok prioritises engagement, video metadata, and trending factors to determine what ranks at the top.
While Google SEO relies on backlinks and page authority, TikTok’s SEO success depends on:
- Watch time & engagement – The longer users watch and interact with your video, the better it ranks.
- Keyword placement – TikTok scans video captions, on-screen text, and even audio for relevant keywords.
- Trending factors – Hashtags, sounds, and viral challenges heavily influence TikTok’s rankings.
If you want to win on TikTok, you need to think beyond just “posting great content.”
You need to optimise your videos for TikTok’s search engine—just like you would for Google.
How TikTok’s Algorithm Decides What Ranks
So, what actually makes TikTok push one video over another? It all comes down to how users interact with your content.
1. Engagement Signals Tell TikTok What’s Popular
TikTok wants to keep users hooked, so it prioritises videos that people actively engage with.
That means if your content is getting tons of likes, comments, and shares, the algorithm is more likely to boost it to the top of search results and users’ For You Pages (FYP).
But engagement doesn’t just mean vanity metrics like likes and shares.
Watch time is king.
The longer people watch your video, the better TikTok ranks it.
If users scroll away in the first few seconds?
The algorithm assumes your content isn’t worth pushing.
2. User Behavior Shapes the Feed
TikTok customises each user’s FYP based on their previous interactions.
If someone regularly watches fitness videos, they’ll likely see more fitness-related content.
This means your video needs to align with the right audience’s interests to gain traction.
3. Keywords & Video Metadata Matter
Just like Google scans websites for keywords, TikTok scans video captions, text overlays, hashtags, and even audio to understand what your content is about.
If you want to rank for a keyword like “how to optimise TikTok SEO,” you should include that phrase:
- In your video caption
- As on-screen text in your video
- In your spoken audio (TikTok can scan speech for keywords!)
4. Device & Account Settings Influence Search Results
TikTok also considers your location, language, and device settings when ranking videos.
If you’re targeting a global audience, consider using broad language and internationally relevant keywords to expand your reach.
Understanding TikTok Search: How Users Discover Content
TikTok’s search function is more powerful than ever, helping users quickly find content, trends, and creators.
Unlike traditional search engines, TikTok’s search system is highly personalised and influenced by real-time engagement.
Active Search: The Search Bar & Auto-Suggestions
When users search on TikTok, they typically start with the search bar, typing in keywords to find relevant videos, accounts, and hashtags.
As they type, TikTok’s auto-suggestions provide real-time keyword recommendations based on trending searches.
By strategically using high-ranking and trending keywords in your captions, on-screen text, and descriptions, you can increase your chances of appearing in both search results and auto-suggestions, boosting your content’s discoverability.
Content Discovery: The For You Page (FYP) Algorithm
Not all TikTok searches are intentional.
Many users discover new content passively through the For You Page (FYP).
This is TikTok’s main feed, where users see a mix of:
- Trending videos relevant to their interests
- Content from accounts they’ve engaged with
- Videos boosted by TikTok’s algorithm based on engagement metrics
Unlike active search, which relies on user input, FYP discovery is algorithm-driven, meaning videos that perform well (via watch time, likes, and shares) have a greater chance of reaching a wider audience, even without direct searches.
To maximise TikTok search visibility, creators need to optimise for both active search and passive content discovery, ensuring their videos rank in TikTok’s search results and appear organically in users’ feeds.
How to Optimise Your TikTok Content for SEO
Want to rank higher on TikTok’s search engine? Follow these TikTok SEO best practices:
1. Do Keyword Research for TikTok SEO
Just like Google SEO, TikTok SEO starts with keyword research. But instead of using Google’s Keyword Planner, use TikTok-specific tools like:
- TikTok Keyword Insights – Discover trending keywords used by TikTok users.
- Glimpse – Helps correlate TikTok keyword views with search volumes.
- KeywordTool.io – Useful for finding high-ranking keywords on TikTok.
Once you have relevant keywords, place them in your captions, text overlays, and hashtags.
2. Use Trending Hashtags
Hashtags still matter on TikTok! But instead of just using generic ones like #fyp, use niche-specific and trending hashtags to increase discoverability.
Find trending hashtags using:
3. Leverage Trending Sounds & Music
TikTok’s algorithm favors videos using trending sounds, so incorporating viral audio clips can help boost your content.
Discover trending sounds using:
- TikTok’s Popular Music Chart
- Tokchart for tracking viral sounds over time.
- CapCut Templates – Many trending sounds have pre-made video templates on CapCut, making it easier to ride the trend.
4. Participate in Trending Challenges
Challenges are huge ranking boosters on TikTok. Search for:
- #TikTokChallenge or #challenge hashtags
- TikTok’s Trending Challenges Dashboard
Joining in on viral challenges not only boosts engagement but also increases your chances of appearing in TikTok search results.
Tracking Your TikTok SEO Performance
You can’t improve what you don’t measure. Use these tools to track how well your TikTok SEO efforts are working:
- TikTok Studio – Provides insights into video performance & search traffic.
- Google Analytics (GA4) – Compare TikTok referral traffic with other sources.
- Hootsuite & AgencyAnalytics – Help create custom TikTok analytics dashboards.
Final Thoughts: Get Discovered on TikTok
TikTok SEO is the future of digital discovery.
If you’re not optimising your videos for TikTok search, you’re leaving millions of potential views on the table.
By using the right keywords, trending elements, and engagement strategies, you can skyrocket your visibility and rank higher in TikTok’s search results, helping you grow your brand, increase followers, and drive real business results.
Now’s the time to optimise your TikTok strategy, because the brands that move first, win.
