TikTok is now a major search tool, with 40% of young users turning to it before Google. To stand out in 2025, creators need to focus on TikTok SEO instead of traditional hashtags. Here's what you should know:
- TikTok SEO Basics: Use keywords in captions, text overlays, and profiles to make your videos discoverable.
- Move Beyond Hashtags: Keywords now matter more than hashtags for search rankings.
- Optimize Content: Add searchable text to videos, use keyword-rich captions, and maintain quality content.
- Profile Optimization: Include niche-specific keywords in your bio and username to attract the right audience.
- Track Performance: Use TikTok's analytics to refine your strategy based on search terms and engagement metrics.
Quick Tips to Get Started:
- Add 3-5 targeted keywords in captions and text overlays.
- Use TikTok's search bar to find trending keywords.
- Pin top-performing videos on your profile for visibility.
- Balance trending and evergreen topics for consistent reach.
TikTok's algorithm prioritizes content quality over follower count, so even new creators can rank high with the right SEO strategy. Start optimizing today to grow your audience and boost visibility.
TikTok SEO in 2025 (Tutorial)
1. Write Keyword-Rich Captions
Find Popular Keywords
TikTok now prioritizes keywords over hashtags in its search algorithm. To find the right ones, start by typing your topic into the search bar and paying attention to the autocomplete suggestions. These reflect what users are actually searching for.
Here are some effective ways to discover keywords:
- Search Bar Insights: Type partial phrases to see autocomplete suggestions.
- Competitor Content: Check out what keywords successful creators in your niche are using.
- Explore Page Trends: Stay updated on trending topics and phrases.
- Third-Party Tools: Platforms like TikTokKeywords.com (priced at $29.90/month) can help you dig deeper into keyword data.
Focus on a mix of high-volume and long-tail keywords. For beginners, targeting terms with fewer than 100,000 searches can help you gain traction before tackling more competitive phrases. These insights will guide your captions and make your videos more discoverable.
Caption Writing Tips
Captions are more than just text - they play a big role in how TikTok's algorithm understands your video. Here's an expert take:
"TikTok's algorithm uses captions to understand the context of your video and rank it in search and on users' For You pages. Including relevant keyword and hashtags in your captions can also help boost TikTok SEO."
To craft effective captions, follow this structure:
- Start with your primary keywords to grab attention.
- Use 3–6 relevant hashtags that combine general and niche terms.
- Sprinkle in emojis thoughtfully to add personality.
- Wrap up with a clear call-to-action to drive engagement.
Avoid these common mistakes:
- Stuffing captions with too many keywords.
- Repeating information already shown in the video.
- Overloading captions with emojis.
- Using unrelated trending hashtags.
2. Add Searchable Text to Videos
Text Placement Guide
Using keyword-rich captions is just the beginning. Adding strategic text overlays can further boost your TikTok SEO. TikTok’s algorithm scans these overlays to better understand your content, which can help improve your video’s search rankings. Well-placed text overlays can make your videos easier to find.
Make sure to display your main keyword within the first 3–5 seconds of the video and keep it visible for at least 4 seconds. This helps both viewers and the algorithm quickly identify the focus of your content.
Take this example: RMIT Training partnered with Oysterly to create videos for international students. They used targeted text overlays to highlight Melbourne’s wildlife. A video showcasing kangaroos and koalas near Melbourne reached 1.9 million views - a massive jump from their usual 200 views.
Design Tips for Text Overlays
To make text overlays effective without ruining the look of your video, follow these tips:
- Use TikTok’s built-in text tools to keep formatting consistent.
- Ensure the text is easy to read by using clear fonts and contrasting colors.
- Match your text style with your overall branding.
How to Add Text Overlays
Here’s how you can add keyword-rich text to your TikTok videos:
- Tap the 'Text' option and type in your keywords.
- Adjust the text placement by pressing and holding it.
- Use the timeline arrows to set how long the text appears on screen.
- Keep your text style consistent to maintain branding.
TikTok’s algorithm uses on-screen text to categorize videos. Including your primary keyword naturally helps reinforce your content for both viewers and the platform.
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3. Optimize Your Profile
Username and Bio Optimization
Think of your TikTok profile as your storefront. Your username should be short (under 24 characters) and include keywords related to your niche. You can use letters, numbers, underscores, and periods, but avoid ending with a period. Keep in mind, usernames can only be changed once every 30 days.
When it comes to your bio, you only have 80 characters, so make every word count:
- Start with key niche-specific terms
- Clearly explain what viewers will gain from following you
- Add relevant emojis to make it easier to read
- Include a call-to-action to guide visitors (e.g., "Follow for tips!")
This optimization works hand-in-hand with keyword-focused captions and text overlays to strengthen your overall search strategy. Once your profile is set, it's time to focus on pinning videos that showcase your best content.
Choose Videos to Pin
TikTok lets you pin up to three videos at the top of your profile, marked with a red "Pinned" tag.
Here’s what to look for when deciding which videos to pin:
- Search intent: Pin videos that answer common questions or address popular topics.
- Performance metrics: Choose videos with high engagement (likes, shares, comments).
- Relevance: Focus on content that's either trending or evergreen.
Here are a couple of examples of successful pinning strategies:
FIFA pinned a video of Lionel Messi lifting the World Cup trophy, which earned over 43 million views and 3.1 million likes.
Dr. Rubin, MD, an Allergist Immunologist, pinned a Q&A video answering a subscriber's question about cat allergies.
4. Use TikTok's Search Features
Search Bar Research
TikTok's search tools can help you understand exactly what your audience is looking for. The Creator Search Insights tool is a great resource for uncovering trending keywords and topics within your niche.
Here’s how to make the most of it:
- Access Insights: Open TikTok's search bar and type in "Creator Search Insights".
- Explore Categories: Browse topics organized into sections like tourism, sports, science, and even a personalized "For You" category.
- Spot Content Gaps: Look for topics labeled with "content gap" tags - these indicate high search demand but limited content availability.
You can also use the "Others searched for" suggestion list to find related keywords and topics your audience is exploring. These insights are perfect for creating content that ties into current trends while staying relevant over time.
Mix Trending and Long-Term Topics
Once you’ve gathered search insights, focus on a mix of trending topics and evergreen content for a well-rounded strategy.
- Trending Content: Keep an eye on trending keywords, analyze top-performing videos, and incorporate popular audio tracks.
- Evergreen Content: Develop tutorials, share expert advice, or create educational videos that remain useful over time.
This balance is especially important as search habits shift. For example, Google's Senior Vice President noted that nearly 40% of younger users now turn to platforms like TikTok for search queries.
Pro tip: Use TikTok's analytics to see which search terms are driving traffic to your videos. This data can help you fine-tune your strategy and focus on the keywords that perform best.
5. Track and Improve Performance
Monitor Keyword Success
Use TikTok's analytics dashboard to evaluate how your content is performing. Under the Analytics Overview tab, the Search Queries section reveals the terms viewers used to find your videos. Pay attention to metrics like retention rates, average watch time, and the percentage of videos watched in full. These numbers can help you spot where viewers lose interest. The custom date range feature lets you track trends over time - whether it's a week, a month, or even a year - so you can tell the difference between lasting success and short-lived spikes. These insights are key for making timely adjustments to your strategy.
Adjust Based on Results
Turn your analytics into actionable steps. Focus on your top 10 posts by views, likes, new viewers, and follower growth. Study these posts along with traffic sources to figure out what drives engagement. Use audience demographics like gender, age, and location to fine-tune your keyword strategy. If you're using LIVE videos, keep an eye on their performance to get instant feedback and tweak your approach as needed.
Conclusion: TikTok SEO Success in 2025
Key Takeaways
TikTok has become a major search engine, with nearly 40% of younger users choosing TikTok as their first search option. Additionally, two out of five Americans now use the platform as a search tool. To stand out, it's essential to understand and apply TikTok SEO strategies effectively. Incorporating keywords into captions, text overlays, and profiles is a must.
A solid TikTok SEO approach involves optimizing your content, improving your profile, and keeping track of performance. Use relevant keywords in your captions, overlays, and profile to expand your reach. TikTok's analytics tools can help you understand search trends and audience behavior, allowing you to fine-tune your strategy over time.
"TikTok SEO, or search engine optimization, is a technique used to enhance your content and profile's performance. It feeds into search results and the TikTok algorithm, using criteria like keywords to target users who might be interested in your content." - Epidemic Sound
How to Get Started
Begin by researching targeted keywords using tools like Google Trends to find terms with high potential. Create videos that naturally incorporate these keywords while keeping the content engaging and relevant. TikTok's algorithm prioritizes content quality over follower count, so even new creators can achieve significant visibility with well-optimized posts.
Here’s what you can do right away:
- Update Your Profile: Add relevant keywords to your bio and username to make your profile more discoverable.
- Revamp Existing Content: Edit captions and text overlays on your best-performing videos to include important keywords.
- Analyze and Improve: Use TikTok's analytics to monitor what's working and replicate successful strategies.
