TikTok isn’t just for viral dances anymore!
Nowadays, it’s quickly becoming the go-to search engine for Gen Z. Therefore, a key discovery tool for creators, influencers, and brands of all sizes.
So, if you’re creating content for TikTok (you should!), but not optimizing it for TikTok search, you’re likely getting buried. That’s where TikTok SEO comes in.
Whether you’re a solo entrepreneur, managing a multi-location brand, or running campaigns powered by user-generated content, optimizing your TikTok visibility is a game-changer.
And with tools like EmbedSocial, you can take it one step further by turning high-performing TikTok mentions and videos into social proof across your entire online presence.
For that reason, I’ll teach you how to use TikTok SEO to get discovered, grow your audience, and repurpose your best content in smarter ways.
Let’s get to it!
What is TikTok SEO, and why does it matter?
TikTok SEO is the process of optimizing your videos so they rank in TikTok search results, and even sometimes in Google. This includes using the right keywords in your captions, on-screen text, spoken audio, and hashtags.
While similar to standard search engine optimization, it’s best for the short video format. So, you’re not optimizing for web pages, you’re optimizing for visibility inside the TikTok app.
And yes, TikTok is now a social search engine more or less. A Google executive said in 2022 that almost 40% of young people look for places like lunch spots on TikTok or Instagram instead of Google Maps or Search (TechCrunch). That means your audience isn’t just scrolling, they’re actively searching.
So, if you’re a creator, brand, or business relying on user-generated content, social listening, or even managing your Google Business Profile (GBP), TikTok SEO opens the door to more organic reach, right where people are looking.
Here’s why it matters:
- Increase discoverability inside TikTok: people can find your content based on what they search;
- Boost reach beyond the For You Page: videos can rank in search results for weeks or months;
- Drive higher engagement and follower growth: SEO brings in users actively interested in your niche;
- Turn UGC into an acquisition tool: ranking customer-generated TikToks builds trust and credibility;
- Strengthen omnichannel strategy: optimized TikToks can also show up in Google search for even more exposure.
If you’re using a platform like EmbedSocial, you can take TikTok SEO even further by automatically surfacing top-performing videos, embedding TikToks across your website, and repurposing UGC to boost both credibility and conversions.
How TikTok’s search algorithm works
TikTok’s search algorithm has evolved beyond hashtags, and it works like a search engine, analyzing multiple layers of content to determine what to show and to whom.
At its core, the TikTok SEO ranking factors are the following:
1. Relevance to the search query
TikTok scans your video captions, spoken audio, on-screen text, and even file names for keywords. If someone searches for “morning skincare routine”, TikTok surfaces content that includes those words in any of those formats.
2. User engagement signals
The algorithm promotes content that drives interaction. This includes:
- Watch time (especially full video views and rewatches);
- Likes, shares, saves, and comments;
- Follows that were generated after a video is viewed.
These engagement signals tell TikTok that your content is valuable and worth showing.
3. Behavioral and contextual clues
TikTok also considers:
- The viewer’s past behavior (videos watched, accounts followed);
- Location, language, and device type;
- Trending topics and seasonal interests.
This means two users can search the same term but see very different results, as TikTok tailors content based on context for the specific user.
Put simply: TikTok’s algorithm is always watching, listening, and reading, and you need to align your content with how people actually search to boost your discoverability.
And once your video starts ranking, it can live in TikTok’s search results for weeks or even months, unlike the fast-moving ‘For You’ Page.
That’s why you need to apply smart TikTok SEO practices early, paired with insights from tools like EmbedSocial that help you identify high-performing content.
This is THE key strategy for long-term reach on TikTok!
How to do SEO on TikTok: 7 simple steps and best practices
If you want to optimize your TikTok videos and TikTok mentions for maximum performance, you have to think beyond TikTok hashtags in 2027.
You have to consider the full-funnel approach, from researching the relevant keywords to using them in your video and your post-video engagement. Thankfully, I can help you out with that by offering a free TikTok SEO tool in the subsequent section.
That said, here’s how to do SEO for TikTok:
1. Use keyword-rich captions
Write captions using the exact phrases people are likely to search for. Think of TikTok as a search engine: describe your video clearly, the way users search for it.
Example: Instead of writing “This saved my skin”, try “My morning skincare routine for sensitive skin”. It targets the real search query and boosts your chances of showing up.
💡 Pro tip 1: Use TikTok’s search bar autocomplete to find the most-searched phrases and naturally weave them into your captions.
2. Add keywords to your on-screen text
TikTok scans the text that appears in your video. Use this to reinforce your topic with relevant phrases that match your target queries.
Example: If you’re showing a travel vlog, overlay a title like “3-Day Itinerary for Rome on a Budget”. This boosts search visibility for travel-related keywords.
💡 Pro tip 2: Keep on-screen text visible in the first 2 seconds. it helps both the viewer and the algorithm understand your topic instantly.
3. Say your keywords out loud
Yes, TikTok’s algorithm listens. If your video includes spoken phrases like “easy vegan dinner recipe,” the algorithm will index that audio and match it to relevant searches.
Example: Begin your video by saying, “Here’s my step-by-step guide to bullet journaling for beginners.” That entire phrase becomes searchable.
💡 Pro tip 3: Record your intro in a quiet space so the algorithm clearly picks up the spoken keywords.
4. Include relevant hashtags, but don’t overdo it
Mix broad and niche hashtags that contain keywords. Instead of cluttering your post with 15 tags, stick to 3 to 5 highly relevant ones. Use TikTok’s search bar to discover them.
Example: If you’re sharing a smoothie recipe, use: #smoothierecipe #healthysmoothie #greendrink #breakfastideas. Avoid irrelevant or super-generic tags like #fyp or #viral.
💡 Pro tip 4: Mix 2 to 3 trending hashtags with 1 to 2 niche ones for balanced reach and relevance.
5. Rename your video file before uploading
If you upload from your phone or desktop, use a file name like TikTok-SEO-Tips.mp4. This sends an early signal to the algorithm, even before your video goes live.
Example: Change VID_8453.MP4 to how-to-make-overnight-oats-tiktok.MP4. This gives TikTok an early clue about your topic.
💡 Pro tip 5: Rename your video files consistently using hyphens instead of spaces to help TikTok’s crawler read them correctly.
6. Respond to comments with related keywords
Engage with your audience in a way that naturally uses your main topics. This can boost the relevance of your content in TikTok’s search signals.
Example: A viewer asks, “What’s the name of the app you used?” Respond with: “I used Notion to create this minimalist habit tracker template.” Now “habit tracker template” gets reinforced in your video’s context.
💡 Pro tip 6: Reply quickly to early comments, since the faster you engage, the stronger your SEO signals become.
7. Track what works and build on it
Use your TikTok analytics to identify which videos get discovered through search and why. Look for TikTok trends in watch time, keywords, or post timing.
Example: If your post titled “TikTok SEO strategy that works” gets high search traffic, try follow-ups like “Beginner TikTok SEO tips” or “How to optimize your TikToks for search”.
To see who’s talking about you, track your TikTok mentions.
💡 Pro tip 7: Track keyword performance weekly and save your best-performing phrases in a spreadsheet to reuse in future posts.
If you stay on top of all these SEO TikTok best practices, you’ll quickly level up your TikTok game. Then, you can start using EmbedSocial to embed your top TikToks on your website, collect valuable UGC, and monitor which ones generate the most clicks and engagement.
Use a free TikTok SEO tool to pick the right hashtags
Great captions and the right hashtags tell TikTok what your post is about, and that is what gets it found in search.
You can use our free AI hashtag generator to get relevant hashtags for TikTok. Describe your post or upload an image, choose the platform and how many hashtags you want, then copy them into your caption.
How to choose hashtags for TikTok?
The best part about using this free tool is that you’ll automatically get relevant TikTok SEO hashtags and emojis to make your caption more interesting. Just tick the right box!
5 mistakes to avoid when you do SEO on TikTok
TikTok SEO can skyrocket your visibility only you play by the right rules. So, if you don’t want to be one of those brands that unknowingly sabotage their reach on TikTok, take note of the following common TikTok SEO mistakes you should steer clear of:
- Ignoring keyword research, failing to research TikTok-specific keywords means your videos won’t show up in search results for trending phrases;
- Stuffing hashtags, overloading captions with random or irrelevant hashtags confuses the algorithm and weakens your visibility;
- Skipping captions and on-screen text, TikTok reads both of them to understand video context, so leaving them out limits discoverability;
- Neglecting engagement signals, likes, comments, and watch time influence ranking; if your videos don’t spark interaction, SEO won’t save you;
- Overlooking analytics, not tracking which keywords, captions, or formats drive traffic keeps you guessing instead of optimizing.
Evidently, avoiding these mistakes helps your videos rank higher and reach the right audience faster. Then, once they go viral, you can collect them to embed a TikTok UGC widget on your website and even use them to create cost-effective TikTok ads.
TikTok SEO tools to try in 2027
You don’t need to guess what’s working on TikTok. These 5 tools help you find keywords, spot trends, benchmark competitors and reuse your best videos.
Disclosure: EmbedSocial publishes this guide, and our TikTok widget is #5. It’s a tool for reusing TikToks on your website, not for keyword research, so it isn’t ranked higher.
| Tool | Best for | Free option | Starting price | Platform |
|---|---|---|---|---|
| TikTok Creative Center | Trends and top content from TikTok itself | Yes, free | Free | Web (TikTok login) |
| Keyword Tool | TikTok keyword research | No (30-day money-back) | From $68/month (solo marketers) | Web |
| Exolyt | Competitor and hashtag analysis | Yes, Basic plan | Essentials $330/month billed yearly ($400 monthly) | Web |
| TrendTok | Spotting trends early | Yes, with in-app purchases | Premium $30/year | iPhone app |
| EmbedSocial | Reusing TikToks on your website | Yes, free plan | Pro €29/month | Web |
1. TikTok Creative Center: Best for discovering trends and keywords
TikTok Creative Center is TikTok’s own analytics playground. It’s free and gives you insight into what’s trending, what’s being searched, and what types of content are breaking through:
Here’s what you can do with TikTok Creative Center:
- Explore trending hashtags, sounds, and creators in real time;
- Analyze ad and organic performance by industry or location;
- Discover trending topics and content ideas;
- See what’s working across different verticals and regions.
Pricing: free. You need a TikTok account to see full data.
2. Keyword Tool: Best for TikTok keyword research
Keyword Tool pulls keyword ideas from TikTok’s search autocomplete, so you can see the exact phrases people type before you write a caption.
Here’s how Keyword Tool supports TikTok SEO:
- Autocomplete keywords: hundreds of TikTok search suggestions for any seed word;
- Search volume data: on paid plans, so you can prioritize phrases;
- Questions and long-tail ideas: find the specific queries your videos can answer;
- 16 platforms in one tool: compare TikTok demand with YouTube, Instagram and Google.
Pricing: paid plans start at $68/month for solo marketers. There’s no free trial, but there’s a 30-day money-back guarantee.
3. Exolyt: For competitive TikTok analysis
Exolyt helps you spy on your competitors (in a good way). It shows how other creators rank for keywords and helps you benchmark your own performance:
Here’s how Exolyt supports TikTok SEO efforts:
- Track account, hashtag and sound performance for your profile and competitors;
- Analyze competitors’ hashtags and content strategies;
- Break down video performance by keyword;
- Uncover growth trends and engagement spikes.
Pricing: a free Basic plan is available. Essentials costs $400/month, or $330/month billed yearly, with a free trial on paid plans.
4. TrendTok: Best for identifying viral trends early
TrendTok uses AI to predict what’s about to trend on TikTok. It helps you jump on relevant topics before they go mainstream, giving your content a strong SEO edge. It’s an iPhone app:
Here’s how TrendTok can support your TikTok SEO strategy:
- Spot rising trends in your niche before they peak;
- Use keyword-based filters to narrow trends by region, topic, or industry;
- Track which trends are fading or surging with predictive graphs;
- Plan optimized content ahead of time using trend forecasts.
Pricing: free to download, with in-app purchases. Premium costs $30/year.
5. EmbedSocial: Best for reusing TikTok content on your website
EmbedSocial helps you collect, manage and show TikTok videos from your account, hashtags or mentions on your website.
Here’s how EmbedSocial helps you optimize TikTok SEO and extend your reach:
- Collect and manage TikTok videos automatically: collect UGC from branded hashtags or TikTok mentions;
- Embed TikTok content on your website: improve discoverability and add social proof where it counts;
- Analyze content performance: track what’s working across TikTok and your site;
- Repurpose high-ranking TikToks: add them to widgets, product pages, and landing pages;
Pricing: a free plan covers 1 source and 500 widget views per month. Paid plans start at €29/month, with a 7-day free trial.
Learn how to embed TikTok mentions widgets.
Example of a strong TikTok SEO strategy
The best way to understand TikTok SEO is to see it in action.
So, here’s an illustrative example of how a small skincare brand could use simple SEO techniques to turn a video into weeks of organic reach.
The brand posted a short video titled “My morning skincare routine for acne-prone skin”. Instead of relying on trends or random hashtags, they built their strategy around what their audience was searching for.
Here’s how they could apply TikTok SEO best practices:
- Caption: they used the exact phrase their audience would type, “Morning skincare routine for acne-prone skin”, making it easy for TikTok to match the video to relevant searches;
- Spoken audio: the creator said the phrase within the first few seconds, reinforcing the keyword through voice recognition;
- On-screen text: the title “Affordable skincare routine for oily skin” appeared in large, bold font, targeting a secondary but related keyword;
- Hashtags: instead of going broad, they used focused tags like #acneskincare, #skincareseo, and #morningroutine;
- Engagement: they responded to every comment using natural variations of their keyword, e.g., “I use this for my acne-prone skin too!”;
- UGC amplification: fans stitched and dueted the video with their own routines, extending reach and trust.
The likely result: the video can start appearing in TikTok’s top search results for multiple queries like “skincare routine for oily skin” and “how to treat acne naturally”. It can also show up in Google Search and drive traffic to the brand’s website.
With a tool like EmbedSocial, brands can collect all that original TikTok content, along with stitched UGC, embed it on their product pages, and track conversions from TikTok users who saw the videos, proving how TikTok SEO and UGC can work hand-in-hand.
This is what a thoughtful TikTok SEO strategy looks like: keyword-rich, visually aligned, audience-driven, and fully repurposed across channels.
How does TikTok SEO support Google search visibility?
Well-optimized TikTok videos are now appearing directly in Google search results, especially for mobile users. This means your TikTok SEO efforts can go beyond the app and drive traffic from traditional search engines, as they boost your local SEO metrics as well.
Here’s how that works, and how to take advantage of it:
- Keyword-optimized captions help Google index your video: clear, descriptive text gives your TikTok a better chance of showing up in rich results;
- Videos with strong engagement tend to rank better: TikToks that get likes, comments, and saves are often prioritized by Google’s crawler;
- Using searchable titles and hashtags boosts visibility: especially when your video is embedded on external sites (blogs, product pages, or press mentions);
- Your TikTok profile can rank in search, too: a well-optimized bio and consistent content help Google recognize your authority in a niche.
The bottom line? When you combine TikTok SEO with smart distribution outside the app, your content works harder, lasts longer, and reaches broader audiences.
Tools like EmbedSocial make this easy. By embedding SEO-optimized TikTok videos on your website, you increase their chances of being crawled by Google, driving even more organic visibility from both TikTok and search engines.
Conclusion: Rank smarter with TikTok SEO
As you can see, since TikTok has grown beyond a simple social media platform, doing SEO is not just trendy, but the new standard for visibility on this discovery platform.
It doesn’t matter whether you’re an individual creator, a local business, a fashion brand, or a multi-location business relying on UGC and social proof. Learning how to optimize your TikToks for search will help you reach the right audience at the right time.
And with tools like EmbedSocial, you can go beyond views, as they help you turn search-optimized TikToks into embeddable, trust-building content anywhere online.
Start optimizing now, and let your content do the heavy lifting.
Want to showcase your best TikToks across your site? Try EmbedSocial’s TikTok widget to collect, manage, and embed TikTok UGC in just a few clicks.
