Think about this for a second: 40% of Gen Z prefer TikTok as a search engine over some of the biggest names like Google.

Unlike a few decades ago when traditional marketing platforms and strategies were considered the future of marketing and brand promotion, today, many TikTok users have become accustomed to promotional videos popping up on their screens as soon as they open the app.

Instead of conducting a search on Google, which requires you to commit a substantial amount of time and effort to find what you’re looking for, TikTok gives users a way of getting a visual representation of user-generated content that acts as reviews, tips, and recommendations, which many consumers are more likely to consider as reliable and trustworthy.

With the recent updates to TikTok SEO and TikTok’s growing reputation as a source of knowledge for consumers, creators and businesses need to delve deeper into these recent updates that help videos reach the top of TikTok’s search results. But before we delve too deep into optimisation, let’s take a quick look at TikTok SEO and whether it’s really worth your time and money.

What’s TikTok SEO?

We’ll keep this brief since it’s not exactly rocket science.

In simple terms, TikTok SEO gives you the ability to get your TikTok videos ranked higher in search results. Similar to how you would use keywords to optimise your website content, TikTok SEO can use these same methods to help your content rank higher on TikTok—and Google.

Easy right?

So, why is TikTok SEO worth the investment?

Visibility for content. Increased engagement. Wider audience. The argument for TikTok SEO is a strong one when you consider what brands have to gain when it comes to driving more traffic to their videos. It not only increases your followers but also gives your video a better chance of going viral.

Behind the scenes, TikTok has been shelling out more features that help brands and influencers increase their visibility. For instance, the video description field was recently expanded and now instead of 300 characters users can go up to 2,000 and can even edit their captions which wasn’t an option before.

TikTok focuses on the searchable elements in your videos and makes sure that it’s shared with interested users. Their algorithm gathers information and determines which users are interested in what you’re offering.

This is why a solid TikTok SEO strategy can help heighten your visibility on the app and increase engagement. It’s the ultimate way to reach your audience and give your videos the visibility they deserve. Plus, with Google now showing TikTok videos in the search results, it’s a great way to get some well-earned traffic to your TikTok profile.

Optimising your TikTok videos

Now that we’ve gotten a better handle on TikTok SEO and how important it is for businesses and creators, it’s time to start optimising your TikTok videos. Here’s how you can go from being invisible to becoming noticed by the TikTok algorithm.

Know your audience

Before you get all excited about getting more views and going viral, there are a few things that need to happen first, and none more important than keeping your audience at the top of your mind when coming up with your plan for creating content.

Whether you’re offering home improvement ideas, summer fashion tips, or makeup tutorials, you need to have a good understanding of what your audience wants. Know what problems they’re trying to solve and generate content that addresses those problems with solutions.

You can start by looking into the hashtags that are popular on TikTok for your type of content, as this will give you a good idea of what’s trending.

Engage with other accounts

In case you weren’t aware, you can improve your TikTok SEO by building relationships with other creators. This is because the number one way to gain traction on social media is to engage with the posts of other users.

Take note of brands and creators that are in your area of expertise and make it a point to comment on their TikTok videos regularly. You can also follow your core audience and engage with them to create stronger relationships. When they see that you prioritize them, they are more likely to give you the same courtesy and engage with your videos.

Be open to collaborate

If you look at your competitors and their profiles, you’ll realise that the content they create is very similar to what you’re posting. You may even find out the strategies that are working well for them and which ones are getting the most traffic.

There’s nothing wrong with getting inspiration from the content around you, as long as you use it to inspire new ideas and create content that cannot be replicated. It gives you the opportunity to learn about new trends that are niche to your area and even discover TikTok SEO strategies that help others get their videos ranked.

From Khaby Lame and Hugo Boss to Charli D’Amelio x Takis, the right collaborations can help your engagement skyrocket. Now, it may not be practical for most brands to work with these influencers, but it speaks to the power of how well your video will do in TikTok search engines with the right collaboration.

TikTok SEO—the new Google?

Let’s not get carried away. TikTok isn’t replacing Google any time soon but with consumer behaviour changing and more people relying on social media platforms like TikTok, brands need to think of TikTok SEO as key to optimising their content.

With the right TikTok SEO strategy to back you up, you’ll be reaping the benefits of your hard work in no time.