Want more eyeballs on your content?
You’re not alone. In today’s world, it’s no longer enough to rank on Google alone. People search for information everywhere, especially on TikTok.
This guide shows you how to do TikTok SEO so that they’ll show up in the platform’s search function. You’ll also learn why Search Everywhere Optimization should be part of your social media SEO strategy.
Let’s get started.
TL;DR
- TikTok SEO is critical for visibility as the platform becomes a top search engine for Gen Z.
- Search behavior is evolving — people now search across platforms, not just on Google.
- Success with TikTok SEO depends on understanding how its algorithm ranks content.
- A Search Everywhere strategy means optimizing for discoverability across platforms.
- Keyword research, audience intent, and engagement metrics are your new SEO stack.
What Is TikTok SEO And Why It Matters
First, let’s break down TikTok SEO.
SEO for TikTok is the process of optimizing your video content so it shows up in TikTok’s search results and suggested feeds. That means using relevant keywords in captions, subtitles, on-screen text, and even the audio—because yes, TikTok’s algorithm is watching (and listening).
TikTok isn’t just a dance app anymore. It’s one of the world’s fastest-growing search engines, especially for younger audiences. If you want to be visible where your customers are actually searching, TikTok SEO needs to be part of your strategy.
But here’s the real kicker:
TikTok isn’t just surfacing content based on what’s trending. It’s showing users highly personalized results based on their search intent, just like Google. Instead of a 2,000-word blog post, your content needs to deliver the goods in 30 seconds or less.
And why does that matter?
Because people are choosing TikTok to answer their questions. About where to eat, what to buy, how to do things, and who to trust.
If you’re not showing up in those results, someone else is.
How Search Behavior Is Shifting From Google To TikTok
Across the board, search behavior is changing fast. And Gen Z is leading the shift.
TikTok has quickly become the go-to search engine for a generation that prefers fast, visual answers over scrolling through blog posts.
In a 2024 U.S. survey, 64% of Gen Z said they’ve used TikTok to search for information. That’s not a trend—it’s a new norm.
And they’re not using it casually. They’re relying on TikTok to find recipes, DIY tutorials, music recs, fashion tips—you name it.
Zoom out, and the shift goes beyond Gen Z. Over 41% of Americans now use TikTok as a search tool.
And in side-by-side comparisons, TikTok often wins. One poll found 74% of Gen Z use TikTok for search, and 51% prefer it over Google—thanks to its short-form videos, personalized feed, and content that feels easier to trust and faster to digest.
Even Google has admitted what’s happening. According to their own exec, nearly 40% of young people now search for places to eat or things to do on TikTok or Instagram—not Google Search or Maps.
Why?
Because TikTok gets to the point. It delivers quick, visual answers that feel tailored, not templated.
And that’s exactly why TikTok isn’t just changing how people search—it’s redefining where discovery happens.
What Is Search Everywhere Optimization?
It’s time to stop thinking of SEO (Search Engine Optimization) as a Google-only game. Because search isn’t just happening in search engines anymore—it’s happening everywhere.
Search Everywhere Optimization is our signature approach at SEO Sherpa. It means making your brand discoverable across every platform where your audience is searching, not just the traditional SERPs. We’re talking TikTok, YouTube, LinkedIn, Instagram, Pinterest, Amazon, Reddit, and even AI chat tools like ChatGPT and Perplexity.
Because here’s the reality:
Your customers don’t care where they find you. They care that they can.
Whether looking for a product recommendation, a tutorial, a restaurant near them, or the answer to a niche question, people turn to the platforms they trust and use daily. And if your content doesn’t show up in those moments? You’re invisible.
Search Everywhere Optimization flips the script on traditional SEO. Instead of trying to bring everyone to Google, we go to them. We optimize content for every platform’s unique ecosystem—its search behavior, algorithm, and audience expectations.
At SEO Sherpa we call it “the approach that ensures your brand shows up wherever people search” and we’ve built an entire strategy (and team) around this new era of search. Because visibility across one platform isn’t enough anymore.
You need full-spectrum presence.
You need to be found everywhere.
Traditional Search Engines vs. Platform-Based Search
Classic Google SEO is built around ranking factors like link building, meta tags, and content quality. It’s all about getting webpages onto search engine results pages.
But that playbook doesn’t cover the full picture anymore—because people aren’t just searching on Google.
They’re searching on the platforms they use every day.
YouTube is a perfect example. It’s often called the world’s second-largest search engine, and it earns the title. In 2024, 57% of people said they use YouTube like they use Google—typing in how-tos, reviews, tutorials, and explainer content straight into the search bar.
Instagram has also become a major discovery engine, especially for Gen Z. It’s no longer just a place to scroll. Users search for fashion, travel ideas, restaurants, and local businesses right in the app. One study even found that Instagram and TikTok now outrank Google Maps for local business search among 18–to 24-year-olds.
Pinterest is another big one. Around 36% of users say they go there to research products or brands, more than on any other platform. Nearly 80% say they’ve discovered new brands there.
And what’s interesting?
Most of the top searches on Pinterest are unbranded. People are looking for ideas, not company names.
Reddit is the under-the-radar contender. Two-thirds of U.S. consumers use it like a search engine every week. And 41% think Reddit gives better answers than Google for certain questions.
If you’ve ever added the term “reddit” after your google search, you already know why—authentic, detailed answers that feel human.
Amazon still owns product search. Over 56% of U.S. shoppers say they start their buying journey on Amazon, not Google. When people want to buy something, they go straight to the source.
And then there’s TikTok—the fastest-moving search platform in the game. 41% of U.S. adults have used it as a search engine, and that jumps to 64% for Gen Z. TikTok isn’t just catching up to Google. It’s becoming the go-to for product discovery, how-tos, and everyday questions.
What does all this mean?
Search isn’t just a Google thing anymore—it’s a wherever-the-audience-is thing. And if you’re not showing up across platforms, someone else will.
Implications For Brands And Creators
If your marketing strategy only addresses Google, you’re missing out on potential traffic from TikTok, Instagram, or YouTube. By adapting a social media SEO mindset and understanding how search intent plays out on different platforms, you’ll reach a wider audience.
For example, a user might see your TikTok video via discovery search queries like “best budget skincare” rather than ever typing that phrase into Google.
Ultimately, TikTok SEO is translating to real sales and traffic. 72% of users say they discover new products and brands on TikTok, and about 33% have purchased something they first saw on the platform.
That’s not just awareness—it’s conversion. Many D2C brands now report TikTok as a top referral source for product page traffic.
Want to know how to get discovered on TikTok?
It starts with content that meets people where they search; with speed, clarity, and relevance.
How TikTok Search Algorithm Works
TikTok uses social media algorithms that rely heavily on user experience. Simply put, the platform’s algorithm rewards videos that satisfy its audience.
Core TikTok Ranking Signals: Watch Time, Engagement, Relevance
TikTok may look like chaos on the surface, but behind the scenes, it’s run by one of the most sophisticated recommendation engines in the game.
If you’re wondering “how does TikTok rank videos?”, it all comes down to watch time, engagement, and how closely your video matches the search intent.
Let’s start with the big one: watch time.
If users are bailing 3 seconds into your video, TikTok knows. And it’s not impressed. But if they’re sticking around until the end, or better yet, watching it more than once? That tells the algorithm your video is valuable.
High completion rates = higher visibility in TikTok Search Ranking and suggested content. It’s a direct line to better rankings for the search queries you’re targeting.
Now let’s talk engagement. Likes, comments, shares, and saves all serve as signals that your content is doing its job.
But TikTok takes things even further.
If someone watches your video and hits follow right after? That tells the platform this wasn’t just entertaining—it was worth subscribing to. That follower count bump you just got? It’s another green light to the algorithm that your content deserves to be shown more widely.
Relevance is the third piece of the puzzle. TikTok’s AI isn’t just scanning hashtags and captions—it’s analyzing the text on-screen and even the words you say out loud.
If your video uses relevant keywords in your voiceover, text overlays, or description, you’ve got a much better shot of appearing for those exact search queries.
Same goes for related hashtags—they help the algorithm understand what your content is about and where it belongs.
Even video views play a role. A surge in views from a specific keyword search can reinforce that your content is answering a popular question, and TikTok will reward that relevance with more reach.
So while there’s no magic formula (and no dancing hack that’ll guarantee a viral hit), understanding how the algorithm thinks gives you an edge.
Nail your relevance. Keep them watching. Earn those interactions.
And your videos won’t just land on the For You Page, they’ll show up exactly where people are searching.
Importance Of Hashtags, Captions, And Keywords
If you think hashtags and captions are just fluff for vibes and emojis, think again.
On TikTok, they’re your metadata in disguise, the hidden language that tells the algorithm what your content is about and who should see it.
Let’s start with hashtags.
They’re more than just trendy tags slapped on for reach—they help the algorithm understand the context of your video.
These clickable tags (like #DIY or #FitnessTips) help TikTok understand what your video is about and who it’s for.
Tag something with #BookTok, and you’re instantly signalling to the algorithm—and to the community—that your video belongs in the book-lover corner of TikTok.
#BookTok hosts 50 M+ posts—proof that niche hashtags can drive massive search traffic.
With TikTok now allowing up to 2,200 characters, there’s room to say more—strategically.
Captions are another underrated tool.
This isn’t about keyword stuffing. It’s about using that space to naturally incorporate relevant content details, tell a compelling micro-story, and embed your related keywords and popular hashtags in a way that still feels human.
Including relevant keywords in your caption and description can directly boost visibility. One analysis found that doing this can increase reach by 20–40%, because TikTok prioritizes text relevance when indexing content.
Done right, your caption can reinforce your TikTok keyword research and push your video into the feeds of exactly the right audience.
Then there’s the sneaky power player: on-screen text and voiceovers. TikTok’s algorithm doesn’t just watch the video—it reads and listens too.
Saying your target keyword out loud or displaying it visually tells the AI, “Hey, this is what this content is about.” So if your video is about budget meals, don’t just show the steps.
Say it, write it, and show it.
That way, the algorithm connects your video to users actively searching for that term, even if it’s a low volume keyword with high intent.
And this is where the real TikTok SEO strategy shines: by aligning your visuals, captions, audio, and metadata to send one clear, consistent message.
Relevance isn’t accidental—it’s engineered.
TikTok’s Semantic Search Updates (AI And NLP Evolution)
TikTok uses artificial intelligence (AI) and natural language processing (NLP) to understand content more deeply.
For example:
- TikTok can read on-screen text to identify your type of content (like “skincare routine”).
- It can auto-generate captions from spoken words, improving its indexing.
- Semantic search attempts to understand the user’s intent, not just the exact query.
This means your videos could rank for search terms even if you don’t use those keywords verbatim, as long as the content aligns with the query.
For instance, if someone types “best budget smartphone,” TikTok’s search engine features might match them to a video titled “affordable Android phone review,” even if the user’s exact words aren’t in the video’s caption.
TikTok has also tested embedding Wikipedia snippets for broader topics, indicating its commitment to deeper search function capabilities.
TikTok Optimization Tips To Boost Visibility
Let’s be real:
Getting seen on TikTok isn’t about luck. It’s about strategy.
With billions of videos flying across For You pages, your content needs more than just good vibes to stand out. It needs to speak the language of the algorithm.
The good news? You don’t need a viral dance or a celebrity collab. You just need to dial in the right tactics. The kind that boost visibility, feed relevance, and make TikTok’s AI say “yes please.”
Up next, we’ll break down four core pillars of TikTok SEO—hashtags, keywords, trending sounds, and overlooked features like alt text—to help your content rise in the ranks and show up where it matters.
Using Keywords In Video Text, Captions, And Voiceover
TikTok’s algorithm doesn’t just watch your video—it reads it, listens to it, and combs through every piece of metadata you feed it.
That means where and how you use keywords matters just as much as which ones you choose.
Start with your captions.
Want to know how to optimize TikTok captions for visibility?
Think of them like a blog intro in miniature—short, descriptive, and packed with value. This is your chance to weave in relevant keywords and related hashtags without sounding robotic. Also use natural language that aligns with the search queries your target audience is already typing.
A caption like “Quick 5-minute home office setup. Perfect for small spaces and remote work! #HomeOfficeTips #DIYWorkstation” hits multiple search angles, appeals to actual user needs, and helps the algorithm understand what your video is about.
But don’t stop there.
TikTok’s speech-to-text engine is more intelligent than you think. If you say something like “Here are my top 3 ways to style short hair,” it hears you and adds that spoken phrase into its internal categorization. That’s why your voiceover should include the long tail keywords you’re targeting. Say them out loud. Make them part of your script.
Then there’s the power of on-screen text.
Screenshot of a TikTok showing keyword-rich on-screen text (“5 Tips for Keeping Your Meal Prep Fresh”)
Even if viewers ignore your caption, bold overlays like “5 tips for keeping your meal Prep Fresh” give the algorithm another cue. TikTok’s OCR (optical character recognition) scans that visual data and associates it with relevant search queries. It’s one more layer of optimization—simple, but powerful.
Bottom line?
Every text field and audio element in your video is an SEO opportunity. Use them intentionally, and you’ll train the algorithm to deliver your content to exactly the right audience.
Tip: Want help finding the right keywords in the first place? Take advantage of TikTok’s Creator Search Insights!
It’s basically TikTok’s version of Google Keyword Planner, built into the Creator Center. Use it to spot rising search terms and work them into your captions, text, and voiceover before trends peak
Hashtag Strategy For 2025: Broad + Niche Targeting
Hashtags aren’t dead—they’ve just grown up.
In 2025, finding and using the best hashtags for TikTok SEO can still move the needle on visibility. But the days of dumping a dozen random tags and hoping for the best? Long gone.
A smart TikTok SEO strategy starts with balance.
Rather than using only ultra-broad hashtags like #fyp, savvy brands use specific, niche hashtags that align with what their audience actually searches.
TikTok’s own data shows that niche hashtags often outperform generic ones for discoverability.
Say Goodbye to Dry, Winter Skin with This Ultimate Body Care Routine | TikTok
For example, a skincare brand might skip #skincare and go with #dryskintips or #glowingskin. These get fewer views overall but reach a far more relevant audience—and that’s what matters.
Trends move fast, and so should your strategy. Keep an eye on the TikTok Creative Center or the “Discover” tab to see what’s rising in your niche. If a viral hashtag like #2025Challenge fits your content, jump on it.
Image Source: TikTok Creative Center
Just don’t force it—slapping trending hashtags onto unrelated videos won’t trick the algorithm. Relevance still rules.
And one more thing: don’t get greedy.
Loading your caption with every tag under the sun isn’t clever, it’s clutter. Overstuffing hashtags, especially ones that don’t relate to your topic, can actually hurt your engagement.
Stick to 3–5 meaningful, well-researched hashtags that reinforce your message and reflect the relevant content you’re delivering.
In short, your hashtags should do two things: help TikTok categorize your video and help real users find it. Anything else is just noise.
Leveraging Trending Sounds For Discoverability
Trending sounds are more than just background noise:
They’re built-in distribution engines.
TikTok’s algorithm prioritizes content that uses popular audio because it knows users actively search, scroll, and filter by sound. So, if you ignore trending sounds, you’re leaving discoverability on the table.
The key is to be strategic. Head to the TikTok Creative Center to spot trending audio clips that are gaining traction.
These sounds already have momentum behind them, which means your content has a better chance of riding the wave, especially if you use them while they’re still climbing, not after they’ve peaked.
Also worth noting: videos with any kind of background music get 98% more views on average than videos with no sound at all. That’s a huge lift, even if you’re not using a viral clip.
But—and this is important—don’t just slap a trending sound onto every video and call it a strategy.
If you’re posting a tutorial or something info-heavy, keep the volume low so it doesn’t clash with your voiceover or messaging. The sound should support your content, not drown it out.
Want to take it even further?
Use TikTok’s analytics to identify which sounds your audience is already engaging with. If there’s a particular clip popping off in your niche, get ahead of the curve and use it early. That’s how you maximize reach and relevance.
Image Source: TikTok Creator Academy
Because in the end, TikTok doesn’t just reward creativity. It rewards creators who know how to work with the system.
Trending sounds are a shortcut to discoverability if you use them with purpose.
Using TikTok’s Q&A, ALT Text, And SEO Fields
TikTok isn’t just a content platform—it’s becoming a full-blown search engine.
And with that shift comes a set of built-in features designed to help users find the most relevant content. If you’re not using these tools, you’re leaving search visibility to chance.
Start with the Q&A feature.
TikTok’s Q&A feature was rolled out broadly in 2021.
Enabling Q&A allows your followers to submit questions directly on your profile. Questions you can reply to with short-form videos.
Explore the New Q&A Feature on TikTok
Not only does this foster engagement, but those answers often show up in TikTok’s search results for discovery-style search queries. It’s a powerful way to turn curiosity into clicks, especially when your response aligns with a relevant keyword or long tail query.
Next up: ALT text.
As of April 2025, TikTok lets you add ALT text to still images. It’s easy to overlook, but it does two things: it helps visually-impaired users and gives your TikTok SEO a quiet boost.
When using photo mode or uploading image-based content, take the extra few seconds to add a short, descriptive line. Something like “Chocolate cake with fresh strawberries, icing tutorial” gives the platform more context to work with.
It’s not about keyword stuffing—it’s about helping the algorithm understand what’s on screen.
And don’t sleep on the new SEO fields. In some regions, TikTok now allows you to add a separate video title in addition to your caption.
Think of it like a mini title tag. Keep it sharp, direct, and loaded with relevant keywords that match your TikTok keyword research. It’s another opportunity to reinforce context and surface your video to the right viewers, before they even scroll.
TikTok now lets you add a video title, another place to drop key terms for SEO.
Put simply?
TikTok is quietly giving creators more control over how their content is discovered. Use these tools right, and you’re not just making content. You’re building visibility with purpose.
Common Mistakes To Avoid In TikTok SEO
You can have the best keywords, slick edits, and a great hook. But if you mess up the basics, the algorithm will move right past you.
TikTok SEO isn’t just about what you do right. It’s also about what you avoid.
First up, skip the keyword stuffing.
Cramming your caption with irrelevant hashtags or repeating the same related keywords makes your content look spammy. It doesn’t impress the algorithm. And it definitely doesn’t impress your audience. Every keyword or hashtag should actually relate to the content you’re sharing. If it doesn’t fit, cut it.
Then there’s audience intent.
This is where a lot of creators go wrong. If someone’s searching for “5-minute work lunch ideas,” they want quick, useful tips. Not a rambling vlog or a product pitch. When your content doesn’t match the expectation, people bounce.
The key is to predict what your viewer wants and give it to them fast.
No fluff, no filler.
There’s also the issue of native formatting.
TikTok isn’t YouTube. It’s quick, visual, and designed for vertical viewing.
Repurposing slow, wide-format content or ignoring how people actually use the app will cost you reach. If your content doesn’t look or feel native to TikTok, it’s less likely to perform.
And speaking of native, use TikTok’s native editing tools.
Overlays, captions, and effects created inside the app register differently than those built in third-party platforms.
If you’re adding text overlays using external editors (that aren’t CapCut), TikTok’s algorithm might not fully “read” them.
That means missed opportunities for keyword recognition and search visibility.
Why TikTok SEO Deserves a Seat at the Strategy Table
So, does SEO matter on social media? It absolutely does—especially on TikTok.
TikTok is no longer just a social app. It’s a visual search engine with massive influence, and it’s quietly reshaping how people discover content, products, and brands.
If you’re still treating it like an afterthought, you’re already behind.
To stay competitive, your SEO strategy needs to meet your audience where they are. And right now, they’re searching on TikTok.
They’re asking questions with their thumbs, expecting answers in 15 seconds, and choosing brands that show up with relevance and clarity.
That’s why TikTok SEO isn’t just a nice-to-have. It’s a core piece of a true Search Everywhere Optimization strategy. From keyword-rich captions and audio cues to trending sounds and alt text, every element of your video becomes a ranking signal.
When you align your content with the way people actually search on the platform, you stop chasing virality and start building visibility that sticks.
And that’s exactly what we help brands do at SEO Sherpa—turn fleeting content into consistent discoverability across every search platform that matters.
Want More Help?
Book a call with our experts to discuss amplifying your brand’s presence on TikTok and beyond.
Be where your users are searching, everywhere. If you can do that, you’ll stay ahead of the competition in a “Search Everywhere” internet.
Leave a Reply