• Social Media Marketing & TikTok Optimization

TikTok Search Optimization: How to Reach a Broader Audience

  • Felix Rose-Collins
  • 6 min read
TikTok Search Optimization: How to Reach a Broader Audience

Intro

TikTok’s userbase makes up one-fourth of total active internet users. This provides brands of all sizes an opportunity to tap into the massive potential TikTok offers them. They can reach wider audiences, engage with them, and build their brand awareness through the platform.

In order to maximize their visibility on TikTok, brands need to understand how to optimize their content for searches. This includes profile optimization, creating content that resonates with the audience, and leveraging the power of hashtags.

Let’s explore TikTok’s capabilities as a search engine and how brands and creators could use it to flourish their online presence.

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Deciphering TikTok SEO

TikTok search engine optimization (SEO) is synonymous with optimization for other search engines. The only difference is the platforms in both cases. The term “TikTok SEO” has been coined because people have frequently begun to use this app as a search engine to discover new products, places, and services in the market.

With the rise of influencer marketing and content creation, the way people use social media has also evolved greatly. Now when they are looking to buy something, they rarely Google it. Instead, they resort to TikTok and use it as a tool to find recommendations for the products or services they are looking for.

For example, if you search for “best places to eat in Bali”, Google shows you a mix of sponsored results and some blogs recommending top restaurants. The thing about those results is that one isn’t able to identify whether the food pictures are real, the place really has that vibe shown, and whether the reviews are genuine or paid.

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TikTok has removed this gap and assists in providing real-time information through its content. The videos on TikTok have a very homely and organic vibe. The content seems to be very in the moment rather than coming across as forced. This is why viewers are highly likely to believe the recommendations they stumble upon on TikTok. 40% of GenZ use social media networks such as TikTok or Instagram to search for something rather than Google.

It has become crucial for brands to identify these patterns and create content accordingly to get discovered by the right people. This can be done through influencer marketing, creating content that is not very salesy or imposing, and leveraging the right hashtags.

Factors Influencing Content Ranking

You can only develop a practical content strategy when you understand the factors that work behind the algorithm. Following are a few critical factors that influence the ranking of your content on users’ newsfeeds (For You Page on TikTok).

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User Interaction

This part does not only refer to users interacting with each other. It also includes how users interact with the content on the app. Did they watch the complete video or skip it right away? Did they like, share, comment, or save it?

This information is tracked by the algorithm to bring personalized content for each user that they would enjoy watching.

Video Information

Information about the video includes captions, hashtags, visuals, and the sounds used in it. This information is used to determine whether a content piece should be placed on top of the newsfeed or not.

As a business or a content creator, you are in control of this factor. So the more effort you put into researching and creating optimized content, the more it will pay you back.

Device Settings

Lastly, the users’ device and account settings play a role in displaying relevant content on their For You Pages. This type of information includes the type of device, location, language preferences, etc.

How to Create Content that Shows Up in TikTok Search Results?

In order to stay relevant, you have to stay on top of your audience’s feed. Optimizing your videos for TikTok search will allow you to do that efficiently. We present a simple guide in this article to help you discover new ways to get on the For You Page and maximize your TikTok likes.

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Know Your Audience

Knowing your audience well is by far one of the most crucial elements of TikTok growth. It is because the algorithm is all about picking certain content and delivering it to the ones who will be the most interested in watching it.

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If you are not aware of your audience’s interests and content preferences, you cannot create content that is tailored to their liking. Thus, reducing its chances of being chosen by the algorithm and placing it on top of the For You Page.

Define Your Niche

The TikTok algorithm is highly specific when it comes to pushing content. It works to make the experience of each user unique and enjoyable to the maximum. The more you narrow down your niche, the easier it gets for the algorithm to make it reach your target audience.

Define the themes and topics most discussed in your content so you can craft your content based on viewers’ interests. You can also look at content in similar niches to get an insight into what kind of content **generates more TikTok views. **

Find communities interested in a specific subject. For example, there are whole communities on TikTok such as booktok, cartok, artists of TikTok, and more. Creating content for a community like this is a great way to connect with like-minded individuals and get discovered by people who will definitely love your work. ** **

Conduct Keyword Research

Being aware of and incorporating relevant keywords and hashtags in your content is one of the most essential parts of mastering the art of TikTok SEO. Even conducting a simple keyword research manually can help you explore lots of undiscovered keywords related to your content.

For example, you begin by typing a particular topic in the search bar such as “home decor”. While you are typing, you will see keyword suggestions popping up under the search box. Explore the results for each of those keywords. When you are going through the results, you will find another section within them titled “Others searched for”. This section also includes a variety of keywords that could be related to your niche.

Analyze the content you find under the related keywords. Observe what kind of content performs well and gets the most engagement. You don’t have to create exactly similar content to enhance your visibility. Use it as a source of inspiration and add your own touch of creativity to whatever content you are creating.

TikTok is a fascinating place where something so random can go viral overnight and turn into a trend that everybody follows along. Jumping on the bandwagon to participate in trends and challenges is a fantastic way to enhance your visibility across the platform. Whether it’s a dance trend or a cooking challenge, if it sparks your interest, go for it. Make sure you add a unique twist to your content to make it stand out.

This way you can get discovered by a whole new audience in no time. You can even come up with a challenge of your own and encourage your followers to participate in it. Content that has engagement going through the roof will automatically be preferred by the algorithm.

Engage With Your Community

This is a very underrated move in growing your visibility across the platform. Most creators and businesses do not realize the importance of it. Engaging with your followers helps in building a strongly knitted community that thrives on trust.

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There is a multitude of ways you can connect with your audience, such as responding to their comments and messages, sharing stories that resonate, asking and considering their feedback, and going live every now and then. Initially, when you have a small network of followers, you can even **get TikTok livestream views **to boost your engagement and establish your credibility.

It’s always better to have people around who trust your recommendations and engage with your content rather than those who only contribute to increasing numbers. A good engagement rate pays off more than a high follower count. It makes your video optimization better on TikTok Search and allows you to reach a broader audience.

Summing It Up

The evolution of social media content has provided the opportunity for users to utilize TikTok more as a search engine. They use it to discover products and services in the market that they need to buy.

This is why it has become crucial for brands and creators to master TikTok SEO. It is necessary for them to establish a striking presence on the app and cater to the growing needs of their target audience if they really want to flourish in the industry. TikTok SEO also offers marketers an immense opportunity to help their clients grow in the dynamic digital landscape.

Keeping pace with technological advancement and the constant evolution of social media to understand consumer behavior and expectations has become imperative for progress.

Felix Rose-Collins

Felix Rose-Collins

Co-founder

is the Co-founder of Ranktracker, With over 10 years SEO Experience. He's in charge of all content on the SEO Guide & Blog, you will also find him managing the support chat on the Ranktracker App.

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