best practices to improve your SEO
Discover the best practices to adopt to improve the visibility of your videos on TikTok.
SEO on TikTok: Why is it important?
TikTok is now a platform to invest in for brands looking to improve their branding and marketing performance. The social network, which has surpassed one billion users, offers a space where brands and creators can use their creativity to establish deep connections with their audience. In particular, the application offers a particularly powerful algorithm, which presents ultra-personalized content to the audience, chosen according to their preferences on the platform.
Furthermore, the app's search function is proving particularly popular, to the point that it is sometimes referred to as “Google of GenZ”. In July 2023, Google Vice President Prabhakar Raghavan himself stated that 40% of young users preferred to turn to TikTok or Instagram rather than Google when looking for a place to eat lunch. A study conducted by Adobe in January 2024 also reveals that 2 out of 5 users use TikTok as a search engine. A trend particularly pronounced among millennials and zoomers.
From then on, understanding the mechanisms of the algorithm becomes a major challenge for brands wishing to exploit the platform. Although referencing on it has not yet revealed all its secrets, certain elements have been disclosed by the platform or identified by professionals.
Best practices to improve your SEO on TikTok
TikTok SEO: Subscriber Count Has No Impact
TikTok's algorithm aims to prioritize quality content, regardless of the creator's profile. So, in the feed For Youa creator's subscriber count and video performance have no impact on whether their content is featured. The algorithm works in several steps:
- The video is being shown to a small number of users to test its initial appeal.
- The algorithm evaluates the relevance of content based on the user's interests and previous interactions with similar content.
- If the video performs well, it is shown to a wider audience. Performance indicators include engagement rate, average watch time, and number of replays.
- The video continues to be shown to a wider audience if it maintains high performance, increasing its chances of going viral.
This algorithmic principle was taken up by Instagram during the year 2024 in order to favor the performance of smaller accounts.
5 tips to optimize your SEO on TikTok
To improve your visibility on TikTok, you can optimize your SEO on the platform by adopting the following best practices:
- Keyword selection : To boost your presence in search results, incorporate relevant keywords into your titles and descriptions. Use tools like Google Keyword Planner or the TikTok Creative Center to identify your most searched keywords.
- Using relevant hashtags : Hashtags increase the visibility of your content. Combine popular and specific hashtags to align your content with your audience’s searches. Again, explore the Creative Center to identify current trends.
- Account Setup : Optimize your account settings to improve your reach. Settings like language, country, and device type influence the visibility of your videos. Also use the video pinning option and playlists to structure your profile and increase your credibility.
- Popular Audio Choices : Audio plays a central role in the appeal of your videos. Use trending sounds to increase your reach and position yourself in the dedicated tab.
- Audience Engagement : Interaction with your audience is probably the key element of the TikTok algorithm. To encourage interaction, ask questions, respond to comments, or use interactive formats like duets.
Additionally, remember to continually evaluate your performance to adjust your strategy. Regular monitoring will allow you to optimize your content and maximize your success on TikTok. To do this, you can use TikTok's internal tool or opt for a social media analytics solution.
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