If there’s a hot new trend taking over the SEO block, it’s TikTok. The platform that began as a short-form video masterclass is rapidly transforming into the next major search engine.

It’s no surprise that Gen Z prefers to consume visual content. But would you believe that over 40% of the younger generation currently use TikTok as their primary source for search? With this major shift in focus, marketers and creators must now look at implementing a TikTok SEO strategy.

Put simply, TikTok SEO is the act of optimizing your video content on TikTok to rank better in search. Developing a kick-ass TikTok SEO strategy is going to place your content in front of the right people at the right time. Plus, your chance of going viral will skyrocket.

Dive in as we explore how you can leverage SEO to make sure your videos show up in search. Let’s go!

The latest in TikTok SEO strategy

Before you start on your TikTok SEO strategy, it’s important to understand what’s going to make your content stand out when it comes to ranking. Here’s some of the core ways to optimize your videos for the TikTok algorithm:


Just like traditional SEO, keywords are a major player when it comes to TikTok. The best part about it? Keywords can be used almost anywhere on the platform. Find them in captions, titles, descriptions, automated subtitles and verbally on-screen. By just saying a keyword in the first few seconds of your video, the algorithm will take notice and start to reward you with boosted content. Even pop some in your profile bio so potential followers know what you’re all about!


Want to boost engagement and attract new followers? Use hashtags. Hashtags are how TikTok knows what you’re posting about and who might want to see it. Finding the right hashtags for your content should be a major part of your TikTok SEO strategy. Try and balance two types of hashtags: trending and niche. Trending hashtags are the ones on everyone’s lips - they’re going to get your content seen by a lot of people, fast. Niche hashtags are like breadcrumbs for your target audience. They’re relevant to you and your brand and are important to attract people interested in content like yours.

User engagement

When it comes to measuring success, TikTok loves to look at engagement rates. This includes data such as likes, follows, comments and shares. If you’re producing relevant content with high engagement, Tiktok is more likely to feature you on users For You Page (FYP).

Tools and platforms to improve your TikTok SEO strategy

Try using these platforms to boost your TikTok SEO strategy and see your content shine.

TikTok Creator Fund

Want to turn views into revenue? Try joining the TikTok Creator Fund. It’s a reward platform for creators who have gained a considerable following through self-made content. TikTok compensates talented creators depending on the performance of their videos. By focusing on organic reach, TikTok encourages users to consistently share authentic content.

TikTok Analytics

TikTok analytics will help refine your SEO strategy with insights into your engagement rates, content and followers. Accessed through the ‘creator tools’ section of the app, analytics will show you a myriad of metrics from a custom date range. For example, follower growth in the past month or video shares over a week. Collating this data can help indicate what type of content your audience is most likely to engage with and guide your future video ideas.

TikTok Hashtag Challenges

The TikTok trend train is ever-changing and if you want to optimize your performance, you need to get amongst it. Hashtag Challenges are a powerful tool for sending brands or products viral through user engagement. You simply create a ‘challenge’ related to your brand - like doing a dance or a specific action - and encourage users to recreate it. The more people who get on board, the more it shows up regularly in-feed, the more it augments your TikTok SEO strategy.

Tips to create a successful TikTok SEO strategy:

TikTok SEO Strategy: How Does It Work to Get Seen on Social Media?

Identify relevant keywords

We’ve talked about how important keywords are in your TikTok SEO strategy - but how do you actually choose keywords that are right for you?

Start by finding words and phrases often used by your audience. Once you’ve collated a list of 10-15, let TikTok do the rest. Simply:

  • Open TikTok
  • Head to the search bar
  • Type in a keyword
  • Watch TikTok auto populate your search bar with similar queries
  • Pick out the keywords suited to your content

The best part? TikTok will list the most popular searches so you can rest assured your keywords are tried and tested.

Optimize video descriptions

Now that you have your keywords, put them to work in your video descriptions. Including keywords and hashtags in your caption makes your content more searchable. It’s recommended you include 3-5 keyword hashtags in each video description. And remember - a strategic combination of trending and niche keywords is optimal for performance.

Boost visibility

Getting views on TikTok is important but it’s even better if a user likes, comments or shares your content. Here are some ways you can pump up the engagement on your posts:

  • Tap into trending sound effects
  • Join in challenges
  • Utilize the Duet feature
  • Team up with an influencer
  • Dabble with short videos
  • Interact with other users
  • Post when your audience is active

TikTok SEO strategy in action

With over 1.53 billion active users, TikTok is bursting with creators who have taken SEO in their stride to increase reach and engagement. Let’s take a closer look at how Simmons successfully implemented a TikTok SEO strategy to refresh their branding.

After 150-years in the market, mattress maker Simmons decided it was time to rebrand and connect with a new, younger generation of consumer. It was the peak of COVID-19 and the brand took the opportunity to reintroduce themselves while getting Gen Z involved in a light-hearted challenge: #Snoozzzapalooza. The challenge encouraged participants to stage dive onto their bed and unlock the ‘festival experience’ they longed for during quarantine. Rolled out by a diverse group of creators, the Simmons hashtag challenge amassed one million participants and six billion total views in just six days.

Let LeadOwl uplift your TikTok game

With an effective TikTok SEO strategy comes increased lead potential. Luckily, TikTok’s built-in lead generation services can naturally integrate with LeadOwl! This way you can capitalize on every lead - anytime, anywhere.

It begins by simply connecting the TikTok Lead Generation data funnel to LeadOwl with Zapier. From there:

  • Be notified of leads in seconds
  • Receive reminders about lead follow-ups
  • Track response times
  • Onboard your clients or sales reps
  • Call, text, or email right from the app
  • Connect to every major marketing platform

Start your LeadOwl 7-day free trial today and realize the revolution of lead management.