SEO for TikTok

Can You Do SEO on TikTok?

Byhello@wantseo.co.uk

When you think about SEO, what comes to mind? Probably websites, keywords, backlinks and Google rankings, right? But what if I told you that SEO is alive and thriving on TikTok?

That’s right – this wildly popular video platform, known for dance trends and viral memes, is also becoming a powerful search engine in its own right. In fact, according to Google’s own data, 40% of Gen Z users prefer searching TikTok over Google when looking for places to eat, things to do, and products to buy.

For business owners, that shift is massive. If your brand is targeting younger demographics or even just looking to futureproof its digital strategy, understanding how TikTok SEO works is no longer optional. It’s a golden opportunity to grow your visibility in a space where consumers are actively searching, not just scrolling.

This article will explore how SEO functions on TikTok, what strategies work best, and how to align your brand presence with a platform that now doubles as a discovery engine. Whether you’re just getting started or looking to optimise your existing TikTok presence, you’re in the right place.

Key Takeaways

  • TikTok now acts as a search engine for younger audiences, making SEO on the platform highly valuable.
  • Optimising your video content with keywords, hashtags, and engaging descriptions increases discoverability.
  • TikTok SEO supports brand awareness, traffic generation and audience trust, especially for SMEs and creators.
  • There’s a growing crossover between social media SEO and traditional search engine results.
  • With the right content strategy, even small businesses can gain traction on TikTok without a large ad budget.

What Is TikTok SEO and Why Should Business Owners Care?

TikTok SEO is the process of optimising your video content to appear in both TikTok’s internal search results and external search engines like Google. It’s not about code or meta tags; rather, it’s about aligning your content with how users search on the platform.

Users now search for things like:

  • “Best skincare for oily skin”
  • “Marketing tips for small businesses”
  • “Interior design ideas 2025”

TikTok surfaces results based on relevance, popularity, engagement signals (likes, comments, shares), and keyword usage in captions, hashtags, and spoken content.

Here’s why this matters for your brand:

  • TikTok videos are indexed by Google, meaning your content could show up in both places.
  • Users spend more time on TikTok than almost any other social app — around 31 hours a month in the UK (Ofcom).
  • It’s a space where smaller brands can go viral or build niche authority quickly, without the same ad spend needed on other platforms.

How to Optimise for TikTok SEO

To improve your visibility and reach, you need to focus on key optimisation elements built into the content you create.

1. Use Relevant Keywords in Your Captions

  • Start with basic keyword research. Use TikTok’s search bar to see autocomplete suggestions.
  • For example, if you’re in fitness, search “home workout” and observe related search phrases.
  • Incorporate those phrases naturally into your video caption.

2. Speak the Keywords

  • TikTok can transcribe your video content, so saying your keyword in the video itself boosts relevance.
  • Tools like CapCut and TikTok’s native caption generator help make your spoken words visible to users and the algorithm.

3. Use Strategic Hashtags

  • Use 3–5 hashtags that mix broad reach (#smallbusinessuk) with more targeted ones (#brightonbakery, #seoformums).
  • Avoid irrelevant trending tags — they dilute your reach and confuse the algorithm.

4. Add Text Overlays with Keywords

  • On-screen text should reflect the user’s intent.
  • If someone’s searching “how to start a jewellery business,” showing that phrase in text boosts alignment with that search.

5. Engage Quickly and Authentically

  • The algorithm favours high engagement within the first few hours.
  • Pose questions, use storytelling, or promise a “Part 2” to increase watch time and comments.

6. Optimise Your TikTok Bio and Profile

  • Use relevant keywords in your bio to help with TikTok’s internal categorisation.
  • Include a strong call-to-action and link to your website or Linktree.

Common Misconceptions and Roadblocks

“TikTok isn’t for my industry”
Many assume TikTok is only for influencers or Gen Z. Not true. Accountants, construction firms, florists, dog trainers – you name it – are building audiences on TikTok by sharing authentic, useful content. The key is to show personality while educating or entertaining.

“Viral content is the only way to win”
While viral hits help, consistent, quality content often outperforms in the long run. You don’t need millions of views, just the right views from the right audience.

“I don’t have time to post daily”
You don’t need to. Even 2–3 posts a week, when well-optimised and thoughtful, can build momentum. Batch-creating content and using scheduling tools can make this sustainable.

“SEO is for Google, not TikTok”
Search is expanding beyond traditional engines. TikTok, YouTube, Pinterest and even Instagram are now hybrid social/search platforms. TikTok SEO complements your wider search strategy, not competes with it.

TikTok SEO’s Role in the Future of Search

As user behaviour shifts, platforms like TikTok are becoming central to the customer journey — especially at the discovery stage. People now use TikTok not just to watch but to learn, evaluate and decide.

Integration with Google Search

  • Google is testing the inclusion of TikTok videos in mobile results. Optimised videos could show up for long-tail searches like “how to repot orchids UK”.
  • This means your TikTok strategy may impact how visible you are in traditional SEO rankings, too.

TikTok’s Search Ads Rollout

  • TikTok has started testing paid search ads. As this develops, organic search performance will lay the groundwork for ad efficiency and lower CPCs.

Content Longevity

  • Unlike other platforms, well-optimised TikToks can continue gaining views weeks or even months after posting, especially if they match a consistent search pattern.

Cross-Platform Impact

Conclusion: Yes, You Can and Should Do SEO on TikTok

TikTok isn’t just a platform for entertainment. It’s a powerful search engine in its own right — one that’s reshaping how people find products, services, and solutions. And as user intent shifts towards visually driven, personality-led content, SEO strategies must evolve to meet people where they search, not just where they browse.

If you’re serious about brand growth in 2025 and beyond, ignoring TikTok SEO could mean missing out on organic reach, trust, and influence. Start by understanding your audience’s questions. Then, answer them clearly, creatively, and consistently in a way only your business can.

And when you’re ready to scale your strategy with support that goes beyond the basics, Want SEO is here to help. From keyword research and content creation to optimisation across platforms, we’re the trusted partner for businesses who want results — not fluff.

TikTok might be trending, but smart, strategic SEO will always be timeless. Now’s the time to combine both.