From trending dances and viral challenges, the way people use TikTok has evolved over the past few years. These days, it has become a go-to platform for people looking for product suggestions, information, and how-tos.
TikTok is no longer just setting trends—it’s rewriting the rules of content discovery. As we move into 2025, the way creators and businesses use the platform must also shift. Optimizing for TikTok SEO is no longer optional for a successful marketing strategy.
So, what changes can we expect, and how can you prepare? Let’s explore the future of TikTok SEO.
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What to Expect in TikTok SEO
TikTok is technically not a search engine like Google. However, users have started using it for quick content discovery and impulse-driven searches.
According to Adobe Express, over 2 in 5 Americans have used TikTok as a search engine.
That’s why TikTok SEO can be a valuable strategy for increasing the reach of your content and capitalizing on the platform's unique user engagement patterns.
1. Relevance as no. 1 consideration
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TikTok has been used mostly for entertainment and is popular for trending videos.
But relevance remains a top consideration for creating content on the platform, ahead of virality and the number of followers. This trend will continue into 2025.
The TikTok algorithm works so that even if you have a small following, your content can still reach the user feeds and become viral. The platform gives you a high discoverability score if your content is relevant to your audience, engaging, and useful.
2. Improved search features
We can expect TikTok to integrate search features more fully. Features like a “Discover” or “Explore” tab and more refined search filters will make it easier for users to find information or trends.
“In 2025, TikTok could become the first-stop platform for people looking to solve problems or explore new topics before they turn to Google,” said Rodger Desai, CEO of Prove. “They’ll search for information on TikTok first and then verify the details on Google.”
3. Longer-form content
TikTok banks on rapid content consumption, hence the short videos. However, as the platform’s user behavior evolves, we can expect an increase in longer-form content.
Longer videos would appeal to users who seek more in-depth insights or information about certain topics. They may also help retain viewers for extended periods, which is likely to boost engagement metrics like watch time, a key factor in TikTok's algorithm.
“Creators could use this opportunity to delve deeper into tutorials, storytelling, or educational content that requires more time to unpack,” said Jonathan Feniak, General Counsel at LLC Attorney.
4. Focus on user interaction signals
In addition to determining the relevance of content to the audience, TikTok’s algorithm also factors in user interaction signals. Videos that appear on your For You page (FYP) are based on what you watch, like, comment on, and search.
Other user interaction signals that can contribute to TikTok SEO include shares, saves, comment replies, duets, and stitches. Engagement will be key to boosting your content's reach.
5. Enhanced customization of FYP
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The For You Page (FYP) will likely evolve to offer even more personalization.
This could involve more diverse content recommendations based on individual user behavior. It would also allow niche creators to grow in smaller, hyper-targeted communities.
“I’d predict TikTok’s algorithm to become smarter to analyze even finer details like viewing habits, comment activity, or saved videos to fine-tune content delivery,” said Roman Zrazhevskiy, Founder & CEO at MIRA Safety. “This will allow users to discover highly relevant videos that feel tailored to their specific interests.”
6. Local search trends
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Local SEO will become more important, especially for businesses. Users will likely search for content based on location, so geo-specific hashtags, location tags, and local trends will gain more attention.
Michael Nemeroff, Co-founder & CEO at RushOrderTees, “This shift will be particularly valuable for small businesses aiming to connect with nearby audiences or tourists looking for local recommendations. You’ll gain an edge in visibility.”
“I’d expect TikTok to enhance its search filters to allow users to discover local content more easily,” Nemeroff added. “When it happens, it’ll be crucial for businesses to optimize their profiles and videos for their geographical areas.”
7. Integration with other search engines
TikTok videos may start ranking more prominently in traditional search engines like Google.
Try searching Google for a keyword and adding “TikTok” (e.g., “digital marketing + TikTok”). The search results will show relevant TikTok videos.
We can expect cross-platform SEO strategies that optimize TikTok videos for external visibility. We’ll also have to address the need for mobile-friendly landing pages linked from TikTok profiles.
Tips for Leveraging TikTok SEO
As TikTok emerges as one of the top choices for searching information, businesses must nail down their strategies to succeed on the platform. Here are some tips for TikTok SEO growth in the coming year:
1. Understand what your target audience is searching
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Start with your audience. You’ll be producing content for them, so it’s important that you know what they’re looking for. Study the videos they're engaging with to get to know your target audience better.
What kind of content are they sharing? Who are they following? What hashtags are they using? Look at the comments they’re leaving on your posts and what messages they’re sending you.
When you have a clear idea of the interests and needs of your audience, you can create video content that resonates with them.
“Use TikTok's analytics tools to identify your audience's demographics, activity patterns, and preferred content types,” Grant Aldrich, Founder of Preppy, recommends. “Pair this data with trending hashtags and sound insights to craft videos that maximize visibility and engagement.”
2. Identify relevant keywords
Just like the traditional SEO, you also need to do keyword research for TikTok optimization. Identify the keywords and phrases that your audience uses when searching for content.
Since TikTok SEO is new, there may not be a comprehensive TikTok keyword tool you can use to scrape data. You can use other keyword tools like Google Ads Keyword Planner, SemRush, or Ahrefs.
Stanislav Khilobochenko, VP of Customer Services at Clario, added, “You can supplement their data by looking at TikTok’s search bar. When you enter a keyword there, the platform automatically populates the search bar with the most popular related keywords. That should give you a better idea of what query the users are typing.”
3. Optimize your videos with keywords
Start with your top 3 to 5 keywords and add them to your content. Make sure you include them in the titles, descriptions, and captions of your videos, as well as the on-screen texts or subtitles.
You must include them in the audio itself and make sure that you speak the keywords out loud.
Also, make sure that your hashtags include your keywords. This will help users find your content more easily. Your keywords must also be included in your profile so that you’ll be more visible in search results.
4. Post frequently and consistently
TikTok is a fast-paced environment. There’s a lot that could happen in a day. With 34 million videos being posted on the platform every day, you would be missing out if you don’t post frequently.
Plan your content and set a regular schedule for posting.
You may have to experiment with this at the beginning to find out the best time for you. Test different schedules to determine when you get the most views and engagement until you nail it down.
“It’s important to remember, though, that you shouldn’t post just for the sake of posting. Don’t rush your content just to beat a schedule. Remember that quality remains a top priority over quantity,” said Max Tang, CMO at GEEKOM.
5. Engage with your community
As with any social media platform, don’t post then ghost. Monitor your posts and make sure that you react or reply to comments and messages.
Keep in mind that TikTok is a community, not a broadcast platform. So, it’s a must that you engage with your followers and other creators. Make genuine connections. Remember that these interactions are SEO signals, too.
6. Collaborate with other creators
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Collaboration is an often-overlooked TikTok growth strategy.
Tap on it! Find other creators in your niche and work with them. You can create content together or cross-promote your videos to expose them to other sets of audiences already interested in your niche.
Collaborative content, such as duets, stitches, or joint challenges, can amplify your visibility and build a sense of community. Likewise, teaming up with well-established creators lends credibility to your profile, making it more appealing to new viewers.
According to Tom Golubovich, Head of Marketing & Media Relations at Ninja Transfers, “When reaching out to potential collaborators, focus on creating a win-win idea that highlights both of your strengths and offers value to your combined audiences. You can use TikTok's creator marketplace to find partners if you're unsure where to start.”
7. Mix with traditional SEO
TikTok SEO is an emerging strategy. You can boost its effectiveness with traditional SEO.
You can create a microblog to discuss topics related to your TikTok videos, a newsletter to distribute your content or repost your videos on a YouTube channel. Google indexes these traditional media, which means more exposure for you.
Frequently Asked Questions
1. Does SEO work for TikTok?
Yes, traditional SEO practices also work for TikTok. When you optimize your content for TikTok’s search algorithm, your content will appear in search results within the app and on external search engines like Google.
2. How does the TikTok algorithm work?
The TikTok algorithm analyzes user behavior using machine learning. It prioritizes engagement, such as watch time, likes, shares, and comments.
Content tailored to specific interests often performs better. The algorithm also considers trends, location, and language to provide personalized recommendations on the "For You" page.
3. How do I find SEO keywords for TikTok?
To find SEO keywords for TikTok, research trending hashtags and phrases relevant to your niche.
You can use TikTok’s search bar to see what keywords and topics users search for. You may also analyze your competitors' videos and their top-performing hashtags to gain additional ideas.
Focus on terms that resonate with your target audience and align with the content you plan to create.
Wrapping Up
As we look ahead to 2025, embracing TikTok SEO will be essential for creators and businesses aiming to thrive on this dynamic platform.
With changing user behaviors, evolving search capabilities, an emphasis on relevant content, and increasing user interaction, TikTok's landscape is set to reshape how audiences discover and engage with content.
Capitalize on these—understanding audience needs, optimizing for keywords, and leveraging the unique features TikTok offers.
This will help you position yourself to reach a broader audience and create meaningful connections that will lead to long-term success.
Adapt to these changes to enhance visibility and ensure that your content remains relevant in a rapidly transforming digital environment.
Author Bio
Brooke Webber is a content expert with a primary focus on marketing and e-commerce, and she has already accumulated five years of writing experience. At work, Brooke follows Benjamin Franklin’s principle: “Either write something worth reading or do something worth writing.” In life, she’s an absolute bookworm, reading anything and everything, and a coffee addict who can’t start a day without a good brew.