Shane Barker is a digital marketing consultant who specializes in sales funnels, targeted traffic and website conversions.
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As Google continues to dominate the search engine market, there is one company that is giving them a run for their money: TikTok. While TikTok may be known primarily as a social media platform for sharing short videos, it is also becoming a powerful search engine in its own right.
Google acknowledged this new trend. At a conference in July 2022, a Google executive disclosed that their studies showed that almost 40% of young users used TikTok or Instagram to look for a place for lunch instead of Google Maps. For now, Google is still the king of search, but TikTok is giving them a run for their money.
What's driving this growth? Part of it has to do with the fact that TikTok is extremely popular with younger users, who are also the most active users of search engines. But TikTok's success as a search engine also has to do with its unique algorithm, which provides personalized results based on a user's interests. So, what does this mean for marketers? It’s time to focus on TikTok growth and optimize your content for TikTok SEO. Here's how:
1. Understand how TikTok differs from Google.
Before we get to discussing TikTok SEO, it’s important to understand how the platform fundamentally differs from Google. When you search for a product on Google, you either see search results from brands that pay Google or have mastered the SEO game. Even affiliates can show up there. In a nutshell, Google focuses on brands.
On the other hand, TikTok has built their platform for the user. TikTok offers users something unique: an online space that is non-curated. On TikTok, what matters most is how relevant content is, more than the reach it can get. Keeping user-friendliness in mind, their search options give results that are more updated and experiential.
The platform is a bit more challenging for brands because consumers visit it expecting unpredictability. It allows for more trust than other platforms do because the recommended searches come from people who are searching for similar content themselves. Many feel this makes it more authentic.
As a marketer, you need to think like a consumer if you want to ace the TikTok SEO game. While you may want your brand to get more views and clicks, it’s important to make sure you’re thinking from the user’s perspective.
2. Use relevant TikTok hashtags for easier discoverability.
To ensure maximum discoverability, hashtags are key. First and foremost, you want to make sure that your hashtags are relevant to the content of your video. This seems like a no-brainer, but you'd be surprised how many people try to game the system by using popular hashtags that have nothing to do with their content. Not only is this a waste of time, but it will also get you flagged by the algorithm and could result in your account being shadowbanned.
Second, aim for a mix of popular and niche hashtags. Popular hashtags will give you more exposure, but they're also incredibly competitive. You're more likely to get lost in the shuffle if you're only using popular hashtags. On the other hand, niche hashtags will be less competitive and will help you reach a more targeted audience. The key is to find a balance between the two.
There is no limit to the number of hashtags you can utilize for your TikTok video. However, your hashtags will display in your video's caption, which has a limit of 100 characters. I recommend that you use them in the video tags as well. This way, you’ll make sure that the TikTok algorithm understands what your content is about.
3. Use the platform’s analytics feature.
If you're serious about promoting your brand on TikTok, then you need to know how to measure your success. And the only way to do that is with analytics.
TikTok analytics can tell you things like how many people have seen your videos, how long they watched for and what kind of engagement you're getting. This information is essential for understanding what's working and what isn't with your TikTok marketing strategy.
Without analytics, you're just shooting in the dark. But with them, you can fine-tune your approach and make sure your TikTok marketing efforts are paying off. So, how do you get the analytics data on TikTok? For that, you need to have a “pro” account on TikTok. If you have a normal account, you can simply upgrade it for free.
4. Remember that consistency is vital.
If you're serious about building a following on TikTok, you need to be consistent with your posting. The algorithm favors users who post frequently, so if you want your videos to be seen by more people, you need to post regularly.
Of course, quality is still important—the algorithm won't boost your videos if they're not entertaining or engaging. But if you can produce quality content regularly, you'll be in a good position to grow your audience on TikTok. This can be easier said than done. It takes time and effort to come up with creative and interesting videos that will resonate with TikTok users. But if you're willing to put in the work, it will pay off in the form of more views, likes and followers.
If you're not optimizing your content for TikTok SEO, you're missing out on a huge opportunity to connect with potential customers and clients. When it comes to search engines, TikTok is the new kid on the block. Take the early mover advantage now!
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