TikTok isn’t just about trends and catchy sounds anymore. It’s quickly becoming a search engine in its own right, with millions of users typing queries into the search bar every day. From “easy pasta recipes” to “home workout tips” and “best budget skincare,” TikTok is where people go to find answers fast.
If you want to grow your account, you’ve got to treat TikTok SEO (search engine optimisation) as seriously as you would with Google or YouTube. Ranking in search doesn’t just help your content get discovered — it can also give you long-term visibility that keeps bringing in more TikTok views and followers weeks or even months after you post.
Here’s how to master TikTok SEO and start getting more views.
Understand How TikTok SEO Works
When users search on TikTok, the platform decides which videos to show based on relevance and engagement. TikTok looks at your:
- Captions and keywords — the words you use tell TikTok what your video’s about
- On-screen text — text in your video is read by TikTok’s algorithm
- Audio — the sounds you use can signal context
- Engagement — likes, comments, shares and watch time all help your ranking
The more signals you give TikTok, the easier it is for your content to appear in the right searches.
Use Keywords in Your Captions
Captions aren’t just for hashtags — they’re your first chance to tell TikTok exactly what your content covers. Instead of writing vague captions like “This was fun,” use descriptive ones with keywords.
For example:
- Bad: “Love this outfit!”
- Better: “Affordable autumn outfit ideas for uni students”
The second option not only appeals to viewers but also helps TikTok connect your video with searches like “autumn outfits” or “uni outfit inspo.”
Add Keywords On Screen
TikTok’s algorithm can read the text that appears on your video, so make sure you’re including keywords directly on screen. That could mean:
- Writing your title as text at the start of your video
- Adding subtitles with keywords
- Overlaying captions that highlight the main topic
This doubles your SEO power because you’re reinforcing what your content is about both visually and in your written caption.
Say Your Keywords Out Loud
TikTok transcribes audio automatically, which means if you actually say your keyword in the video, it can boost your ranking. If your video is about “skincare for dry skin,” make sure you say the phrase naturally as part of your dialogue.
That way, TikTok gets three signals: the caption, the on-screen text, and the spoken audio.
Use Hashtags Strategically
Hashtags still matter for TikTok SEO, but the trick isn’t to throw in as many as possible. Instead, focus on a mix of broad and niche hashtags.
For example:
- Broad: #skincare, #beautytips
- Niche: #dryskinremedies, #skincareforbeginners
This helps TikTok understand your content while also targeting smaller communities where it’s easier to get noticed.
Optimise Your Profile for Search
TikTok also looks at your profile when deciding how relevant your videos are. Make sure your bio, display name and even username reflect your niche.
If you’re a fitness creator, something like “Jess | Home Workouts” will help you show up in searches more than just “Jess123.” Every detail counts when you’re building search authority.
Encourage Engagement
Ranking in search isn’t just about keywords — TikTok wants to push content that keeps people on the app. That means your video needs to generate likes, comments, shares and full watch-throughs.
Some ways to encourage engagement:
- Ask a question in your caption and tell viewers to comment
- Create shareable tips that people want to send to friends
- Keep videos short and snappy so they’re watched all the way through
- Add a strong call to action like “Save this for later”
Post Consistently
The more content you post, the more opportunities you’ve got to show up in search. Posting once a month makes it harder to gain traction, but posting a few times a week increases your visibility. Consistency also helps TikTok’s algorithm understand what niche you’re in, which improves your chances of ranking.
Boost Social Proof
Here’s the part most influencers won’t admit: popularity attracts more popularity. If your videos look like they’ve got barely any views or likes, people are less likely to engage. This hurts your SEO ranking because TikTok’s algorithm prioritises videos that already appear engaging.
That’s why many creators quietly boost their content with the decision to buy TikTok followers, likes and views from reliable providers. This social proof gives your videos the credibility they need to take off. Once you’ve got that initial momentum, it’s much easier to attract genuine engagement and climb higher in search results.
Analyse What Works
TikTok’s analytics are a goldmine. Check which keywords and hashtags drive the most views, which videos perform best in search, and where your traffic is coming from. Use that data to refine your future content and double down on what’s working.
Final Thoughts
TikTok SEO is one of the most underrated growth strategies. While trends and virality are great, ranking in search gives you long-term visibility that can transform casual viewers into loyal followers.
By using keywords in your captions, text and audio, optimising hashtags, encouraging engagement and boosting social proof, you’ll give TikTok everything it needs to put your videos in front of the right people.
Focus on making content that’s both searchable and engaging, and you’ll not only rank higher but also build an audience that sticks around.
