Gen Z is increasingly using TikTok as a search engine instead of Google. Optimizing your content for TikTok search can drive consistent, long-term views.
TikTok SEO Basics
- Keywords in captions: Include searchable terms naturally in your video caption
- Keywords in speech: TikTok transcribes your audio — say your keywords out loud
- Text on screen: On-screen text is indexed by TikTok's search
- Hashtags: Use a mix of broad and niche hashtags (3–5 relevant ones)
Finding Keywords
- Type your topic into TikTok's search bar and note the suggestions
- Look at the "Others searched for" section after searching
- Check what keywords successful creators in your niche are using
- Use Google Trends to find popular search terms
Content Structure for SEO
- Start your video with a statement that includes your main keyword
- Add text overlay with the keyword in the first frame
- Include the keyword in your caption naturally
- Use relevant hashtags that people actually search for
Evergreen vs. Trending
SEO-optimized content tends to be evergreen — it gets views for months. Combine trending content for quick views with SEO content for long-term growth.