As social media platforms develop, it is becoming more and more connected to other parts of digital marketing – with SEO being one of them.
A few months ago, we shared a blog on TikTok’s new trending terms update that allowed users to see trending searches online within the app. Now, TikTok has further demonstrated its intent to prioritise search by introducing featured snippets on its platform, which is now in the process of being rolled out.
Only twelve months ago, the social media platform began to investigate the possibility of search advertisements in order to become a bigger rival to Google and Microsoft. Now, it seems as though they are further looking to take over the organic search market, too.
What are the highlighted content pieces that TikTok offers?
TikTok has initiated a process similar to Google’s featured snippets where enhanced results are presented in response to precise search queries.
TikTok appears to be in the trial phase of this new feature. TikTok’s search engine is made to recognise when users are looking for a precise answer and, as a result, present them with improved results that directly tackle the issue.
We anticipate that TikTok will advance its search capabilities to attract website visitors from Google and other search engines, as well as counter the challenge of Artificial Intelligence (AI) based search engines.
What is the reason behind TikTok’s dedication to search?
TikTok has achieved an incredible feat by becoming the most visited website globally and is now threatening to undermine Google’s main product.
Last year, Google conducted a study that showed 40% of Gen Z users opted for apps such as TikTok and Instagram to obtain info instead of using Google Maps or Search. Currently, it is likely that this figure is even higher.
One year ago, few people had ever heard of TikTok SEO and TikTok PPC. However, it is now conceivable that these will become essential for marketers, comparable in importance to their Google-focused tactics.
What strategies can TikTok users employ to enhance their content for SEO and show up in search results?
Due to the novelty of this feature, not a whole lot is known about SEO on TikTok. Nevertheless, there are still a few points we are aware of that TikTok users can use to enhance their SERP visibility:
#1 Keyword Improving
It is thought that Google utilises similar crawling processes for both TikTok content and website content. Therefore, if TikTok creators are aiming to appear on search engine result pages, they need to include relevant keywords in their captions. The same principles which apply to website content in terms of keyword stuffing must be assumed to apply to captions as well, so creators should not just depend on repeating keywords for SEO enhancement.
#2 Make use of applicable tags
It’s no secret that hashtags are key to improving your visibility on TikTok and other social media platforms. TikTok’s algorithm is superior to those of other sites in terms of promoting organic content through trending hashtags. Additionally, you can use keywords to boost your SEO outside of the app. That being said, be careful not to overwhelm your captions with too many hashtags – it could diminish the user experience. Remember, it’s important to not prioritise SERPs over the in-app experience.
TikTok producers have no influence over a key SEO element that could determine whether their material winds up in search engine result pages (SERPs).
#3 Interaction with Users
Engaging users is a key element in fostering a successful online community. Increasing user engagement can be done in numerous ways, such as providing helpful resources and fostering meaningful conversations. Additionally, creating a sense of belonging and cultivating relationships with users is a great way to encourage interaction.
It is widely accepted that user interaction is imperative for SEO success. This is also true for algorithms on social media platforms like TikTok; when users like, comment, or share content, it sends a signal to the algorithm that this content is preferred by the users, thus increasing its visibility and causing a domino-effect of sorts.
Google may be more likely to include TikTok’s with higher engagement rates in SERPs as a result of their assumed value to users according to their responses.
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