Definition of TikTok SEO

TikTok SEO (Search Engine Optimization) is the practice of optimising content so that it’s easily found by TikTok users when they’re using the search feature on the platform.

Like traditional SEO, TikTok SEO involves the use of relevant and high-volume keywords that users are likely to search for on the TikTok platform to get a short form content answer.

The difference between TikTok SEO and traditional SEO, however, is that TikTok SEO is a relatively new concept that is just now emerging as a way for brands and creators to take advantage of the platform’s unique audience behaviours and quick way to get an answer to a search query.

Paige, Head of Brand, Rise at Seven outside Google HQ holding sign saying Dont Google it, TikTok it!

TikTok SEO stats:

Search Usage stats 2024:

  • 41% of Americans said they have used TikTok as a search engine according to Adobe
  • 64% of GenZ's say they used TikTok as a search engine according to Adobe
  • Discoverability: TikTok drives product and brand discovery, with nearly 40% of users globally claiming they find new products through the platform​
  • Specifically: Over 40% of Gen Z users said they prefer using TikTok or Instagram for searching instead of Google, especially for product reviews, recommendations, and how-tos. (Source: Google)
  • Content Discovery: About 74% of weekly Gen Z TikTok users are more likely to seek additional information after encountering an advertised product on the app​
  • TikTok searches related to “how-to” content have grown significantly, with billions of searches monthly.
  • 72% of all users say they discover new products and brands on TikTok.
  • Over 2 in 5 Americans use TikTok as a search engine.
  • Nearly 1 in 10 Gen Zers are more likely to rely on TikTok than Google as a search engine.
  • Short, visually appealing product demos or tutorials rank well for brand-related searches.
  • TikTok videos started appearing in the Google SERP in 2021
  • A study by Rise at Seven, reveals when looking at over 5,000 keywords across a variety of industries to discover where consumers are searching for specific terms and phrases - Google is no longer the go-to for all search queries.
  • TikTok is the 4th most helpful platform to find information online according to consumers
  • 36% of people go to TikTok for new recipes
  • 34% of people go to TikTok to search for DIY tips
  • 30% of people go to TikTok to search for fashion inspiration/guides/styles
  • 62% say video tutorials is the most helpful piece of content to search for on TikTok when evaluating brands/products (Adobe)

Carrie Rose, CEO of Rise at Seven Holding a sign saying TikTok is a search engine

  • The same study reveals searches for cars and automotive queries are now bigger on TikTok than on Google TikTok is stealing “how to” search volume from Google
  • More users are going to TikTok for money-saving advice rather than Google
  • 73% of the higher volume keywords on TikTok are informational - is TikTok stealing informational search from Google?
  • 21% of the keywords searched for more on TikTok than Google are commercial
  • Of those 21%, the search volumes were found to have 10X more search volume on Tiktok than Google
  • There are 503% more searches on TikTok than Google for fashion-related terms
  • Roadtrip searches get 447,000 monthly searches on TikTok in comparison to 301,000 on Google
  • The main driver behind TikTok’s move into search is TikTok’s ability to provide users with valuable and engaging content that is socially validated by a community of like-minded individuals and creators.
  • As a platform primarily driven by authenticity, TikTok inherently operates like word of mouth does (except on a global scale), meaning that it amplifies the already-high percentage of the 92% of consumers that trust word-of-mouth above all other forms of advertising.
  • Hashtag Importance:
    • Posts with relevant hashtags experience up to 30% more engagement than those without.
    • Niche-specific hashtags often perform better than broad ones, improving discoverability.
  • Keywords in Captions and Text:
    • Using relevant keywords in captions can boost content visibility by 20-40%, as TikTok’s algorithm prioritizes text relevance in indexing content.
  • Agorithm and Discoverability
    • TikTok’s algorithm analyzes keywords in captions, hashtags, and on-screen text to surface content in search results and the "For You" page.
    • Video completion rates and engagement signals like likes, shares, and comments heavily influence ranking in TikTok searches
    • The first 3 seconds of a video are critical; videos with higher retention rates tend to rank higher in search results and are more likely to be recommended.
    • Over 60% of TikTok users watch videos with the sound on, making audio (voiceovers or keywords spoken in videos) another way to enhance SEO.
  • User-generated content (UGC) increases trust and visibility:
    • UGC videos that appear in search results drive 20-50% higher engagement than branded content alone.
  • Localized SEO:
    • TikTok users increasingly search for local services or activities, with searches like “best brunch spots in [city]” or “local gyms near me” seeing spikes
    • Visual-first SEO: TikTok’s ability to index and display image overlays, subtitles, and text elements in search results positions visual SEO as a key trend for optimization.
  • TikTok’s focus on visual storytelling and short-form content makes keyword placement in audio, text, and hashtags equally or more important than traditional backlinks or long-text SEO.

B2B TikTok Search usage stats 2024

  • Business owners are beginning to recognize the untapped potential of TikTok as a tool to cater to search intent.
  • More than half of business owners (54%) had used TikTok to promote their business, posting an average of nine times per month.
  • 1 in 4 small business owners using TikTok influencers for product sales or promotions.
  • Business owners allocated 15% of their marketing budget for TikTok content creation.
  • 43% leaning into creative tangential content related to their product, followed by:
    • Product or service reviews (36%)
    • Video tutorials (35%)
    • Personal anecdotes (29%)
    • Trending challenges or memes (25%)
    • Adobe source

TikTok Usage stats 2024

  • User Growth: TikTok's global user base reached approximately 1.92 billion in 2023, a significant increase from 1.72 billion in 2022​Source: Whats the Big Data
  • Time Spent: The average user spends 45.3 minutes per day on the platform, showcasing its engaging content​Source: Metricool
  • Demographics: The largest age group is 18-24 years, making up over 37% of users, followed by 25-34 years at 33%​Source: Whats the Big Data
  • Engagement Rates: TikTok boasts the highest social media engagement rate globally, with 17.96% for micro-influencers, far surpassing Instagram and YouTube​Whats the Big Data
  • Ad Revenue: TikTok's global ad revenue is predicted to hit $17.2 billion in 2024, reflecting its growing role as a major advertising platform​Metricool
  • Purchasing Influence: Around 33% of users have purchased a product after discovering it on TikTok, emphasizing its power as a marketplace​
  • Daily Usage: More than 66% of users worldwide open TikTok at least once a day​
  • Action after Viewing: Globally, 92% of users take action, such as searching for more information or sharing content, after watching a video​Metricool
  • TikTok is the 7th most popular social media app worldwide, falling behind the following: Facebook, YouTube, WhatsApp, Instagram, Facebook Messenger, and WeChat (Source).
  • 49% of users say TikTok is a source for discovering something new.
  • Users spend 14% more when TikTok is part of the purchase journey
  • 37% of users discovered something on TikTok and immediately went to buy it.
  • 35% of TikTok users buy something they see on the platform.
  • 29% of users say they weren’t able to buy a product they discovered on TikTok because it was sold out.
  • 44% of TikTok users discover products from videos posted by a brand.
  • 44% of TikTok users discover products through ads in their feed.
  • 38% of TikTok users interacted with a video posted by a brand while actively doing product research.

TikTok SEO marketing stats

  • Demand for marketing services around TikTok SEO is up 116% in 2024, in the US according to Rise at Seven , with the majority of demand coming from New York
  • There are 19K monthly searches for TikTok SEO worldwide
  • TikTok SEO searches worldwide are up 19% YoY

TikTok SEO performance statistics

  • TikTok has found that content created by creators with high engagement rates ranks above content created by brands
  • Voice (what you say in the first 5 seconds of the videos) has higher impact on rankings on TikTok than written word
  • TikTok has found that ads with an emotional message have the best performance overall
  • TikTok 63% of all successful videos get their point across right away. If you can secure their attention early on, they’ll be more likely to watch your content all the way through.
  • According to TikTok statistics, “entertainment” is the most popular content category on the platform worldwide. This particular hashtag has amassed 535 billion hashtag views. The next most popular categories include dance, pranks, fitness/sports, and home renovations/DIY.


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