11 TikTok SEO Strategies to Maximize Your Reach

TikTok has 1.39 billion users worldwide, and more than 100 million users in the United States alone. That means your brand's audience is on the platform; it's just a matter of ensuring your content will find them. The best way you can do that is by establishing a TikTok SEO strategy.

Why? Because when you optimize your content for TikTok's internal search engine, your content will show up on more users' screens.

Here, we're covering everything you need to know about TikTok SEO, including a refresh of the fundamentals and how to optimize your content for the FYP (For You Page) and Google search. 

What is SEO on TikTok?

TikTok SEO involves optimizing your content to appear on TikTok's FYP and in Google search results to grow your audience. If that sounds familiar to other forms of SEO, that's good. Many of the fundamentals are the same as when you optimize blog content or Instagram posts for more visibility.

There are some differences in how you execute an SEO strategy for TikTok. That's because you'll be optimizing posts to appease both the TikTok algorithm and so they show up in relevant Google searches. 

TikTok content often shows up near the top of Google search results pages. 

With the definition in mind, let's look at how to make your content more discoverable with TikTok SEO. 

1. Do TikTok keyword research

Keyword research on TikTok starts with understanding what your target audience is already searching for. Here's where knowing your audience comes in handy.

TikTok's search behavior is driven by short, natural-language queries that are often phrased the way someone might ask a quick question out loud.

To find your target keywords, start by typing broad terms related to your business into the TikTok search bar. Think "how to clean my car," "best practices for school schedules," or even "cooking tips." TikTok will automatically auto-suggest longer, highly searched phrases beneath the search bar. These TikTok suggestions are gold because they show you exactly what users are looking for in real time. 

There isn't a way to save these, so pause here to write down any phrases that clearly match the problems your audience wants solved.

Next, explore the videos that appear at the top of the results for the keywords you're interested in. Pay attention to the wording in the titles, on-screen text, and captions. Note if there are phrases or words that keep coming up. 

This helps you see how other creators are aligning their content with what people search for, and it reveals the patterns TikTok's algorithm is rewarding.

Don't just copy competitors, though. Use this as a guide to shape your own keyword list. Aim for a mix of broad keywords (like "marketing tips") and niche or long-tail keywords (like "how to market a bakery locally"). Long-tail searches often have less competition and are easier for beginners to rank for.

You can also get ideas from the keyword research tool in the TikTok Creative Center. This is geared toward ads, so it's not going to be a perfect fit for your organic content, but it's good information to have.

Once you have a list of phrases, use them naturally in your video script, your on-screen text, your caption, and your TikTok bio. Even using one strong keyword can help TikTok place your content in the right search results and increase visibility—but we won't stop there. 

2. Speak to keyword intent in your captions

Keyword intent simply means understanding why someone is searching for a specific phrase and writing your caption to match that expectation. On TikTok, users generally search with three kinds of intent: to learn something ("how to make iced coffee"), to solve a problem ("marketing tips for beginners"), or to discover new ideas or products ("small business gift guide"). When you write your caption, choose a keyword that reflects the intent behind your video.

Here's an example. If your audience wants to learn, your caption might start with: "Here's how to create a gift guide for your small business for this holiday season." If they want ideas, it could be: "Small business gift guide for your holiday shopping in Boston." The key is to clearly signal what the viewer will get, so TikTok knows where to rank your video in search results. 

To make this even more effective, be sure to write your caption in a natural, conversational style rather than stuffing it with keywords. TikTok's algorithm is looking for clarity and conversation, not repetition.

3. Say your keywords out loudEnter heading here...

TikTok automatically transcribes audio and uses that text to inform search ranking. It's critical that you say your keywords aloud during the video so that they appear in this transcript.

When you clearly say phrases like "best travel tips for beginners" or "how to maintain your car at home," the algorithm can confidently understand what your video is about and match it to searches from users who might be interested, whether they follow accounts featuring similar videos or just happened to watch other videos on the topic on their FYP. 

Fit keywords into your video scripts organically, like this TikTok about solo traveler tips for women. 

It might feel clunky saying your keyword out loud, especially multiple times, but that could be a sign that your keyword isn't conversational enough. 

4. Put keywords on the screen

Having your keywords displayed on the screen is one of the most effective TikTok SEO tactics. TikTok's algorithm reviews the text that appears in your video, just like it scans your caption and transcribes audio.

This helps the platform accurately categorize your video and surface it to users searching for those exact topics or solutions, as well as people who might be interested based on their engagement with similar content.The best way to use on-screen keywords is to place them in the first three seconds of your video, when most viewers are deciding whether to keep watching. 

5. Mix popular and niche hashtags

When you're posting your TikTok videos, make sure to include hashtags. And when you're doing so, mix broad and niche hashtags.

Broad hashtags like #smallbusiness or #homeservices give your video a chance to be discovered by users browsing general categories, while more specific hashtags such as #lawncaretips or #weddingplanneradvice place your content directly in front of people actively looking for the specific services you offer.

For inspiration, look at similar accounts and on your FYP for hashtags that might fit with your content and increase your discoverability. You can also find ideas for trending hashtags in your category at the TikTok Creative Center again. Search hashtags by category on the Trends. You can designate a time frame, filter by hashtags new to the top 100, and dig deeper into analytics to make sure it's a good fit. 

Travel category hashtags that are new to the top 100 in the last 120 days. 

This is another case where more isn't necessarily better. Stick to three to five hashtags total, including one or two broad options to expand your visibility, and the rest are niche hashtags that match your exact industry, product offering, brand content pillars, or location. (And skip #fyp or #viral, because these don't help your performance). This balance signals to TikTok what your content is about without overwhelming the caption, making it easier for the algorithm to index your video properly and show it to viewers most likely to convert into clients. 

6. Focus on nailing your hook

The first few seconds of your TikTok post determine whether your audience keeps watching, and watch time is one of the strongest signals TikTok uses to rank content in search and on the FYP. So make sure you hit your hook up front.

For small business owners trying to grow their accounts—and their businesses—a strong hook not only captures attention but also clearly communicates what the viewer will gain, whether that's a quick tip, a solution to a problem, or insight into your services.

You want viewers to immediately understand the value because it increases retention, and that boosts your chances of being pushed to more people.

Keep your hooks simple and easy to understand quickly. Here are a few examples:

• "If you run a ___ business…"
• "Here's how I improved ___ in 30 days…"
• "Don't make this mistake when…"

7. Post consistently

In order to grow your TikTok account, you need a consistent publishing schedule. That gives your followers a reason to come back and gives you additional shots at landing on the FYP.

So, what's the right TikTok posting cadence? Some recent studies show that, on average, brands post around three to four times per week. 

A bustling content calendar like this physical therapist has gives the TikTok algorithm more content to index.

That may sound like a lot, but don't write this off just yet. You can get creative with content creation. Here's an example of a weekly schedule:

• 2 simple "talk-to-camera" tips
• 1 behind-the-scenes clip
• 1 product/offer showcase or FAQ
• 1 storytelling or trend remix

A schedule like this can keep your account active without overwhelming your time. Here are some more TikTok content ideas to help fill your calendar.

Oh, and make sure you're posting at the right times, since that'll also give your content a little early SEO boost.

8. Cross-post your content

Cross-posting your content on different platforms lets you get more visibility, engagement, and ROI from every video you create—without constantly starting from scratch.

If you already use Instagram Reels, YouTube Shorts, Facebook Reels, or Pinterest Idea pins, you can turn these into TikToks to reach different audiences with the same message. Just remember to adjust the caption or hashtags to match each platform's style, ensure your hook works universally across short-form platforms, and take the time to do some light editing.

And if you don't already have social media content that works, you can still repurpose other content. Customer FAQs, blog posts, or even newsletter content could turn into scripts for quick videos. 

9. Encourage engagement

Engagement signals (likes, shares, comments, and saves) boost your FYP ranking. If it makes sense with your content, you can invite engagement with some simple and natural prompts:

• "Which one do you prefer—A or B?"
• "Do you want to see part 2?"
• "Tag a friend who needs this!"

Asking for engagement might feel weird at first, especially when you're working on growing your account, but engagement helps, and TikTok users do respond to content. Social Insider found that the average engagement rate by follower account is 2.5%, but there's even better news: Smaller accounts tend to get higher engagement rates. 

10. Focus on small trends

TikTok trends help you ride a wave of attention without having to create it yourself. But you don't have to focus only on huge, viral trends (especially when they don't match your brand).

Instead, try jumping on smaller, niche trends. The competition is much lower, so your content has a higher chance of being discovered.

Here's a great example from the Laramie County Library System. The TikTok features a BookTok trend: "She's the kind of girl they write books about." In this library's version, they make the joke by featuring books from the kids' collection, an excellent way to highlight resources, too. 

To take advantage of small trends, start by actively monitoring TikTok's For You page, the Discover tab, and trending hashtags in your industry. Look for patterns in rising content that align with your business and audience—these are often trends that haven't yet gone mainstream. Once you identify a small trend, get going quickly and put your brand's unique spin on the theme. 

11. Use TikTok's built-in tools

TikTok rewards creators who use the platform's native features. Try to include at least one of these per video:

• Text overlay
• Voiceover
• Trending sound
• Questions sticker
• Auto-captions

And if you're looking for more options, try stitching content with another creator's TikTok or posting a duet video. Using these features, as well as the built-in tools, signals authenticity and boosts your distribution. 

How to monitor your TikTok SEO progressEnter heading here...

To improve your TikTok SEO strategy, you need to optimize and then measure your progress so you know how to keep optimizing.

You can monitor your performance by keeping tabs on TikTok analytics, which you have access to as long as you have a TikTok business account. Here are a few things to pay attention to:

• Traffic sources: Focus on "Search" and "For You" traffic to see how discoverable your content is.
• Video Views: Track total and per-video views to monitor growth.
• Average watch time and completion rate: Higher rates mean better SEO ranking.
• Engagement: Likes, comments, shares, and saves indicate content resonance.
• Follower growth: Helps measure long-term visibility and brand reach.

Tracking your progress will let you know what's working for the algorithm and your audience, and what's not worth your time to keep up. 

Source: Loqaliq