TikTok SEO: Marketing in the TikTok Space

TikTok SEO. Marketing in the TikTok space

We’ve all heard the TikTok stats.

Round one billion individuals use the app. Now for context, there are about 8 billion individuals on the planet.

Meaning one in each eight individuals (on your entire planet) use TikTok.

What’s extra, as you'll be able to see from Similarweb knowledge, Tiktok’s viewers progress is exploding.

Similarweb data showing TikTok's growth exploding

There's a query that comes up recurrently.

Is TikTok an actual search engine?

And naturally, the follow-up:

Whether it is, how do I create a TikTok website positioning technique?

On this publish, I’ll tackle the primary query. I’ll save actionable TikTok website positioning ideas for an additional publish.

That stated, let’s bounce in…

Why website positioning and TikTok? 

So earlier than I get into whether or not TikTok is a search engine, you may be questioning why I’m even addressing the query.

I imply, nobody ever requested easy methods to do Twitter or Fb website positioning!

So earlier than we get into definitions, it’s essential to know the distinction between a conventional social media platform like Twitter and a searchable social media platform like TikTok.

Conventional social media retailer giant quantities of knowledge to be offered in a feed fashion with out the power to index paperwork.

With out the power to index paperwork, there isn't a strategy to make historic searches.

At greatest, all you are able to do is seek for the newest mentions of your search question, however as soon as the newest mentions are gone from its buffers there isn't a strategy to seek for them.

This implies you'll be able to’t optimize paperwork to be present in searches.

Now, TikTok does current customers with this feed-style content material of their For You feeds. However, TikTok has one other facet to it.

TikTok search.

The TikTok search bar

TikTok Search presents a method for its customers to look by video content material in a searchable index. This implies customers could make historic searches.

All the dialog round website positioning on TikTok is how one can optimize your content material to be found on TikTok search. Having your content material present up on its customers For You feeds is a topic for an additional publish.

With that out the way in which, let’s look at if TikTok matches the definition of a search engine.

Is TikTok a Search Engine? 

In response to Wikipedia:

"A search engine is a software program system designed to hold out internet searches. They search the World Large Internet in a scientific method for explicit info laid out in a textual internet search question.”

that definition, TikTok is actually totally different from a platform like Google, as a result of, TikTok search is just designed to seek for movies by itself platform.

However, the identical article mentions:

"Some engines like google additionally mine knowledge accessible in databases or open directories.”

This suggests {that a} search engine may be something that searches any physique of knowledge for particular info laid out in a textual search.

That stated…

Whether or not TikTok actually matches the definition of a search engine or not, gen Z-ers are utilizing it like some other search engine by turning to the TikTok search bar to seek out solutions to their questions.

Sure, though TikTok capabilities like some other social media with its ‘For You’ feed, TikTok is searchable in a method that’s just like YouTube.

And, though Google is the undisputed search heavyweight, in accordance with Prabhakar Raghavan, Google is shedding search market share in some areas to websites like TikTok and Instagram.

He was quoted saying:

"In our research, one thing like virtually 40% of younger individuals, once they’re on the lookout for a spot for lunch, they don’t go to Google Maps or Search. They go to TikTok or Instagram.”

That stated, it’s nonetheless troublesome to compete with the sheer measurement of Google. TikTok remains to be a comparatively small participant.   

TikTok Site visitors vs Google Site visitors 

In response to Similarweb, Google acquired 82 billion visits on web browsers over a twelve-month interval whereas TikTok solely acquired 1.46 billion.

Comparing TikTok and Google browser traffic

However, if we examine the efficiency of the TikTok app to the Google app, we see a distinct image.     

Comparing TikTok and Google app traffic

Similarweb exhibits us that Google has 1.385 billion customers, whereas TikTok has 330.3 million month-to-month customers. On cell apps, TikTok has a a lot higher market share.     

That’s by way of site visitors metrics.

Now let’s examine how the performance of TikTok search compares to Google Search.

TikTok Search Performance vs. Google Search Performance 

TikTok merely can’t compete with Google relating to answering advanced queries. Google has been honing its search algorithms for years and might reply each easy queries with SERP options like Featured Snippets and extra advanced queries with its search journeys and SERP features like Things to Know.

However, TikTok does appear to be displaying indicators that it desires its customers to make use of its search capabilities. For example, Lidia Infante recently tweeted that in case you point out a subject key phrase within the feedback, TikTok provides a hyperlink to seek for that key phrase.

TikTok adding a links to TikTok search

So if TikTok doubles down on its search capabilities, in a 12 months or two, it may evolve with machine studying.

With sufficient knowledge, it's potential to simulate statistically correct predictions, permitting it to evolve and develop into higher at answering advanced questions.

Now you may be questioning why Google is shedding market share to TikTok and Instagram.

Maybe the reason being, as an web technology, we're starting to make use of specialist engines like google to seek out particular issues. For example, in case you are seeking to purchase one thing, you may go onto Amazon.

On the subject of TikTok searchers are on the lookout for quick solutions to questions.

And, as content material on Google and YouTube has develop into longer over time, TikTok’s quick video format is surprisingly refreshing. It permits you to discover tremendous fast solutions to questions which might be created by precise customers.

Now, you may discover quick movies on YouTube, however from expertise, you'll have to do some sifting to seek out the precise level you might be on the lookout for.

Enter TikTok.

Some are even saying that for Gen Z, TikTok is changing Google.

Is Google taking this mendacity down?

No method.

In September 2020 YouTube launched YouTube Shorts.

YouTube Shorts

What’s extra, Google has launched a Brief Movies carousel to Search:

A Short Videos carousel on the Google SERPs

Now from my perspective, this seems to be like an try and win the ‘quick video’ market again.

Will Google win this conflict?

I don't know. However the truth that Google is placing up a battle signifies that there's site visitors to be gained on TikTok.

And if that’s the place your goal market is hanging out, it would pay to attempt the platform out.

Now, it’s time to handle the truth that there are not any instruments designed to trace content material on the platform.

Till now.

TikTok website positioning Software 

At Rank Ranger, we satisfaction ourselves on being trailblazers. This implies we're all the time seeking to create new instruments the place we see a necessity.

And, since TikTok search is getting a lot consideration, we felt it’s time to create a instrument that digital entrepreneurs can use to trace their TikTok campaigns.

As a result of let’s face it, in case you are advertising and marketing to Gen Z-ers, it's best to go the place your viewers hangs out, particularly if TikTok’s site visitors continues rising at its present price.

TikTok vs Reddit web traffic

As you'll be able to see from the screenshot above, TikTok is steadily gaining site visitors, whereas Reddit’s site visitors progress is comparatively static.

So, we went forward and did it.

We created the world’s first TikTok rank-tracking instrument. Now the instrument is in beta, however as soon as we’ve examined it, we’ll launch it into the wild.

Rank Ranger TikTok Rank Tracker dashboard

From our perspective as an website positioning instrument, we're treating TikTok as a search engine and fairly quickly you’ll have the ability to choose it when organising a marketing campaign.

You may be questioning how the instrument works.

How Does Rank Ranger Monitor TikTok? 

As I discussed above, customers can use the TikTok search bar to seek for movies it has in its index.

Whenever you enter a question into the search bar, the feed presents twelve movies in a grid-like format.

TikTok search results

The Rank Ranger rank tracker can now observe these SERPs.

As a person, you'll be able to enter an inventory of key phrases to be tracked. However, you’ll nonetheless want to inform Rank Ranger which movies you need to observe by organising a goal URL for every key phrase.

Through the use of the search operator *, you'll be able to set a generic URL that provides a ‘wild card’ to your URL. The wild card will inform Rank Ranger to trace any URL that comes out of your channel.

The URL is damaged down into /@yourchannel/video/*

For instance, the goal URL beneath will inform our instrument to match all movies on the @esglo channel to the key phrase you might be monitoring.


Now, let’s take a look at an instance.

So, as you'll be able to see within the screenshot beneath, a URL that we're monitoring is in place #6 for the key phrase ‘shem’.

Rank Ranger TikTok Rank Tracker showing keyword rankings

That is what that appears like within the TikTok search feed.

TikTok search results

As we expect TikTok search to develop over time, we hope this instrument will give you infinite prospects.

Is website positioning on TikTok Actually Attainable? 

Is TikTok actually a search engine? Is TikTok search optimization actually a type of website positioning?

Effectively, colloquially we’ve come to outline a search engine as one thing like Google or Bing. In different phrases, we consider a search engine as a software program system that searches the online and never as one thing that searches its personal database.

This suggests that TikTok isn't a search engine. However definitions do change over time.

Including a stage of complexity to the query, apart from for the search bar, TikTok is primarily a social media website as I believe most site visitors alternatives are within the ‘For You’ feed.

No matter you suppose the reply to this query is Gen Z-ers are looking out TikTok increasingly more and that’s one thing to concentrate to.

This implies, in case your target market consists of Gen Z-ers, creating TikTok movies may be the perfect platform to achieve focused site visitors and construct consciousness for your enterprise.

About The Writer

Darrell Mordecai
Darrell is a content material marketer at Rank Ranger. Whereas working because the website positioning supervisor at a small advertising and marketing company, Darrell found his love of selling and website positioning.

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