How to Do SEO on TikTok

Stop thinking of TikTok as just a social media app - it's now one of the world's most powerful search engines, especially for younger audiences. Instead of going to Google, millions of users are searching for everything from best ramen in London to how to tie a tie directly on TikTok. This guide breaks down exactly how to use TikTok SEO to get your videos discovered by the right people, grow your account, and connect with an audience actively looking for what you offer.

What is TikTok SEO and Why Should You Care?

TikTok SEO is the process of optimizing your videos to rank higher in TikTok's search results. When someone types a query into the TikTok search bar, the algorithm surfaces the most relevant videos. Your goal is to be one of those videos. Unlike the For You Page, which is fueled by passive discovery, search traffic comes from users with high intent - they are actively looking for a solution, recommendation, or piece of information.

Why does this matter so much? Content optimized for search has a much longer-lasting impact. A video can go viral on the For You Page today and be forgotten tomorrow, but a video that ranks for a popular search term can bring you consistent views and new followers for weeks, months, or even years. It turns your content from a temporary hit into a long-term asset.

The Anatomy of a Search-Friendly TikTok Post

Crafting a video that TikTok's search algorithm loves involves a few key components. It isn't about gaming the system, it's about making it undeniably clear to both users and the algorithm what your video is about. Let's break down the essential steps.

Step 1: Keyword Research: Find What People Are Actually Searching For

Before you even press record, you need to understand the language your audience uses. Keyword research on TikTok is more about common sense and observation than complex tools. Your goal is to find phrases people are actively typing into the search bar.

Here's how to do it:

• Use the TikTok Search Bar: This is your most powerful tool. Start typing a broad topic related to your niche (e.g., "social media marketing"). TikTok's autocomplete will immediately show you a list of popular related searches, like "social media marketing tips," "social media marketing for beginners," or "social media marketing strategy." These are your golden keywords because they come directly from user behavior.
• Check the "Others searched for" Tab: When you search for a term, TikTok often displays a bar beneath some videos suggesting related queries. This gives you insight into what else viewers interested in that topic are looking for, helping you find adjacent content ideas.
• Analyze Competitors and Top Videos: Look at the most successful videos in your niche. What words are they using in their on-screen text, captions, and even in their speech? Notice the hashtags they use most often. This isn't about copying them, but understanding what's already resonating with your target audience.

Step 2: Optimize Your Video Content (On-Screen and Spoken)

TikTok is getting incredibly good at understanding the actual content of your video - not just the text surrounding it. The algorithm transcribes your spoken words and uses optical character recognition (OCR) to read any text you place on the screen. This means your video itself is a critical piece of your SEO puzzle.

Use On-Screen Text Strategically

Your on-screen text acts as a headline. It should be clear, concise, and include your primary keyword right away. Place a text overlay within the first few seconds of your video that clearly states the topic or answers the searcher's question.

Example: If your video is about "skincare routine for oily skin," your on-screen text could be as simple and direct as "Oily Skin Routine in 3 Steps." This immediately hooks viewers who are looking for that specific information and gives the algorithm a massive signal about your video's topic.

Speak Your Keywords Out Loud

Since TikTok automatically creates and analyzes transcriptions of your videos, what you say is just as important as what you write. When you speak your keywords, you are creating another strong relevancy signal for the algorithm.

Example: In that same skincare video, the creator might say, "If you're looking for a simple skincare routine for oily skin, this video is for you. First, let's talk about the best cleanser for oily skin..." By verbalizing the keywords, you reinforce their importance and make it easy for TikTok to categorize your content accurately.

Step 3: Write SEO-Driven Captions and Hashtags

Your caption and hashtags work together to provide context for your video. They are the traditional metadata that search engines have always relied on, and they are just as important on TikTok.

Craft a Descriptive Caption

Think of your caption as an extension of your headline. Your goal isn't to stuff it with keywords but to write a clear, compelling sentence or two that naturally incorporates your main keyword phrase. Describe what the video is about and what value the viewer will get from watching it.

Example: A weak caption might say, "#skincare #beauty #fun." A strong, SEO-focused caption would say, "This is my go-to morning skincare routine for oily skin that keeps me matte all day. ✨ Try it and let me know what you think!"

Choose Your Hashtags Wisely

Forget the old advice about using 20 generic hashtags. Today, it's about quality over quantity. A balanced approach using 3–5 hyper-relevant hashtags is much more effective. Aim for a mix of broad and niche tags.

• Broad Hashtags (1-2): These relate to your general industry. They have high search volume but are also very competitive (e.g., #baking, #fitness, #marketing).
• Niche Hashtags (2-3): These are much more specific to your video's content and target a dedicated audience. This is where your SEO keyword research really pays off (e.g., #sourdoughforbeginners, #HIITworkoutathome, #tiktokgrowthtips).
• Branded Hashtags (Optional 1): This helps create a library of your content and encourages user-generated content (e.g., #YourBrandName).

Step 4: Optimize Your Profile Bio

Your TikTok profile is the finishing touch on your SEO strategy. When users discover you through search, they will often click on your profile to see if you're worth following. Your bio should immediately tell them what you're about and what kind of value you provide. Make sure to include a broad keyword for your niche here. For instance, a coffee expert's bio might read, "Helping you make better coffee at home ☕️ | Barista Tips &, Gear."

Tying It All Together: A TikTok SEO Workflow in Action

Let's imagine you own a small plant shop and want to attract new local customers by ranking for searches related to beginner-friendly houseplants.

• 1. Keyword Research: You type "houseplants" into the TikTok search bar. Autocomplete shows "houseplants for beginners," "low light houseplants," and "easy houseplants." You decide to target "houseplants for beginners."
• 2. Content Creation (Planning the Video):
  • You'll film a 30-second video showcasing the top 3 easiest houseplants in your shop.
  • Spoken Script: "Looking for houseplants for beginners? Here are my top three picks that are nearly impossible to kill."
  • Opening On-Screen Text: "Top 3 Houseplants for Beginners."
• 3. Optimization (The Finishing Touches):
  • Caption: "These are my favorite houseplants for beginners! Snake plants, Pothos, and ZZ plants are all super resilient. Which one is your favorite? 🌿"
  • Hashtags: You select a strong, focused mix: #houseplantsforbeginners, #planttok, #easyhouseplants, #plantshop.

By following this process, you've created a video that is perfectly aligned with what a new plant owner would be searching for. TikTok's algorithm now has multiple signals - spoken words, on-screen text, caption, and hashtags - that all point to the same topic, making it very likely to surface this video in relevant search results.

Advanced TikTok SEO: Go from Good to Great

Once you've mastered the basics, a few extra steps can give you an edge over the competition and build long-term authority on the platform.

Think in Content Clusters

Just like on Google, topical authority matters. If you create one great video on a subject, that's good. But if you create a series of interconnected videos on that subject, you signal to the algorithm that you are an expert. After creating your "houseplants for beginners" video, follow it up with "how to water a snake plant," "best pots for pothos," and "common ZZ plant mistakes." This content cluster reinforces your expertise and encourages viewers to follow you for more helpful advice.

Check Your Analytics for Search Insights

Your TikTok analytics are a goldmine of information. Go to your Creator Tools and check the performance of individual videos. Under "Traffic source types," you can see how many views came from "Search." If a video is getting significant traffic from search, analyze it! What did you do right? More important, you can see the actual "Search terms" people are using to find your video. If you see unexpected keywords driving traffic, that's a direct signal from your audience to create more content around that specific topic.

Boost Your Videos' Authority with Engagement

While direct engagement metrics like likes and comments might not be direct ranking factors for search, they do signal quality to the algorithm. A video that has strong watch time and a high number of comments tells TikTok that this content is valuable and engaging. Ask questions in your captions and end your videos with a clear call-to-action to encourage viewers to participate, which can indirectly boost your visibility everywhere on the platform, including search.

Final Thoughts

Putting SEO principles into practice on TikTok boils down to one simple idea: clarity. By clearly signaling what your video is about through spoken words, on-screen text, and smart keywords, you make your content easily discoverable for an audience that's already looking for you. It transforms your content strategy from chasing trends to building a reliable engine for organic growth.

At Postbase, we know that planning and executing a deliberate content strategy like this is a lot of work, especially when you're juggling multiple social platforms. That's why we built our visual planning calendar to help you map out your TikTok SEO content clusters ahead of time. You can see at a glance what topics you're covering and ensure a consistent message across platforms like TikTok, Reels, and YouTube Shorts, all without the confusion of clunky, outdated tools that weren't designed for today's video-first world.