How to use Tiktok for keyword research

Staying ahead of search trends requires innovative approaches to keyword research. While traditional methods remain valuable, emerging platforms like TikTok offer real-time audience insights and trending topics that can give brands a new perspective on keyword research.

Understanding TikTok's search & discovery features

TikTok’s algorithm personalises the content feed for each user based on their interactions such as likes, shares, comments, and watch time. This means users primarily see content tailored to their interests.

Beyond the personalised feeds, TikTok is increasingly being used as an active search platform. Users are actively searching for specific content, making it crucial to understand the various discovery methods available. There are a variety of different ways they can discover new content:

• Search bar: users can find videos using the search bar, typing in keywords or phrases directly
• Hashtags: users often explore content through hashtags, which categorise videos by topic and allow them to find related content easily.
• Native advertisements: these are paid advertising formats integrated seamlessly into the TikTok user experience.

Benefits of using TikTok for keyword research

Using TikTok as a source for keyword research offers several distinct advantages.

Emerging trends

TikTok’s dynamic nature means trends surface and evolve rapidly, providing real-time insights into shifts in popular topics and terminology. This rapid evolution makes TikTok an invaluable tool for identifying emerging trends before they become mainstream. Close monitoring of what content is gaining popularity, which hashtags are trending, and what language users are using, allows brands to capture current interests and adapt your SEO strategy to accommodate this. This allows you to be at the forefront of emerging conversations, positioning your content to be discovered when these trends peak in traditional search engines.

Niche keywords

Looking for keywords on TikTok gives brands a distinct advantage in uncovering highly specific, niche keywords and phrases that are trending within particular communities or interest groups. These keywords are often niche to these subcultures, and so might not appear on typical SEO keyword research tools. These keywords may represent emerging micro-trends, hyper-specific product features or uses, or even unique slang or terminology that hasn’t yet made its way into the mainstream.

Audience insights

TikTok provides valuable opportunities for gaining insights into audience interests and behaviour. Conducting a content analysis on the platform allows brands to understand what resonates with their audience, the topics they are passionate about, and the questions they are asking.

This understanding can inform and refine your keyword strategy.

Younger demographic

Another significant advantage is the ability to reach a younger demographic. TikTok is particularly popular among Gen Z, making it an excellent platform for understanding and engaging with this crucial audience segment. Using TikTok to identify the language and topics that resonate with younger users, brands can ensure their SEO strategy is relevant and effective for this demographic.

Data and analytics

TikTok’s ever-evolving trends and user interactions offer a constant stream of fresh data. This real-time insight can help you stay ahead of the curve, adapt your strategy quickly, and ensure your SEO efforts are always aligned with current trends and user interests.

Identifying relevant keywords on TikTok

Hashtag analysis

Hashtags are a powerful way to find and understand trending and relevant topics your audience are currently engaging with. Start by observing what hashtags are frequently being used by content creators and users within your specific industry or topic area.

You can expand on this by using TikTok’s search bar to discover related hashtags; entering your primary keyword or hashtag into TikTok’s search function will prompt suggestions for a variety of associated hashtags, queries, or topics. This feature helps you uncover search variations that you might not have otherwise considered, broadening your keyword research scope.

To analyse the popularity of a hashtag, check the following:

• Number of posts using the hashtag: Hashtags that have a high volume of posts and engagement are good indicators of current trends and popular discussions.
• Review content associated with the hashtag: This gives more context for use and brand alignment.
• Engagement metrics: Look at the average number of likes, comments, and shares that videos using the hashtag receive. High engagement rates indicate that the hashtag is resonating well with users.
• Trend trajectory: Is the hashtag’s usage growing, declining, or stable? Use tools or manual tracking to observe the number of posts and engagement levels over time. A consistently growing trend suggests sustained popularity.
• Related hashtags: Analyse the other hashtags that frequently appear alongside the target hashtag. Highly related hashtags and their popularity can provide a broader understanding of the topic’s appeal.
• Cross-platform activity: Check if the hashtag is also popular on other social media platforms. Cross-platform popularity indicates a broader cultural trend.

Exploring trending content

TikTok’s ‘discover’ page highlights current trends, which often reflect what users are actively engaging with. Pay close attention to the trending sounds, challenges, and topics related to your industry or niche; these trends frequently feature keywords and phrases that are resonating with the audience.

Make sure to analyse the keywords and phrases used in captions and video descriptions – particularly those that are attracting significant views or engagement. This analysis can reveal valuable keywords and phrases that are naturally being used in conversation and searches. In particular, look for:

• Recurring words.
• Questions being asked.
• Specific terminology that creators and viewers use to discuss topics related to your niche.

Analysing competitor content

Observe the type of content your competitors are producing, and look for videos that have high engagement, such as a large number of views, likes, comments, and shares. These high-performing videos often indicate what resonates well with the audience in your niche. Pay attention to:

• The words and phrases they use in these video captions, descriptions, and on-screen text.
• The hashtags they use
• The way they use to interact with their audience in comments

Carefully examining your competitors’ content helps you gain valuable insights into the keywords that are effective within your industry on TikTok, helping to inform and enhance your own keyword strategy.

Integrating TikTok keywords into SEO strategy

Once you’ve identified relevant keywords through your TikTok research, the next step is to integrate them into your overall SEO strategy.

Content creation

Be creative!

Keywords found on TikTok aren’t just trending terms, they’re direct insights into what your audience is actively interested in – so use them! Creating website content based on this will resonate with your audience, in a way that is current and relevant.

Search engines prioritise helpful and informative content, so creating content that answers questions or solves the problems associated with the queries on TikTok enhances its value and increases the likelihood of attracting and retaining visitors searching for those specific topics. This targeted approach demonstrates that you understand and care about your audience’s needs.

Once your content is created, seamlessly integrate these TikTok-derived keywords. Use them naturally within your text, titles, descriptions, or even in spoken word if you have video content. This natural integration maintains the authenticity and appeal of your content while simultaneously optimising it for search engines.

On-page optimisation

Even when keywords originate from an unconventional source like TikTok, adhering to SEO best practices is crucial for on-page optimisation. It’s important to remember that while TikTok trends provide valuable insights, these keywords must still align with overall SEO strategy and website content. Here’s how to effectively apply these keywords:

• Meta titles and meta descriptions: Craft compelling meta titles and descriptions that incorporate the TikTok-sourced keywords. These elements are essential for search engine rankings and attracting clicks from search results. Ensure the meta title accurately reflects the page content and includes primary TikTok keywords, while the meta description should provide a concise, engaging summary that encourages users to click through.
• Page titles, headings, and subheadings: Strategically integrate the keywords into your page title, headings (H1), and subheadings (H2, H3, etc.). These elements not only help search engines understand the page’s content but also improve readability for users. Use the keywords naturally and contextually, avoiding keyword stuffing, which can negatively impact your SEO.

Meticulously placing TikTok-sourced keywords in these critical on-page elements can significantly enhance your website’s search engine ranking. This targeted approach attracts more relevant traffic, users who are genuinely interested in the topics they discovered on TikTok, leading to increased engagement and potentially higher conversion rates.

Conclusion

Embracing TikTok as a research tool can give your brand a significant advantage in the ever-evolving digital landscape, allowing you to connect authentically and effectively with your audience.

TikTok offers a unique and powerful avenue for keyword research, going beyond traditional methods to provide real-time insights into audience interests and emerging trends. Brands actively engaging with TikTok’s search and discovery features, conducting hashtag analyses, exploring trending content, and observing competitor strategies can uncover valuable niche keywords and understand the language of a younger demographic. Integrating these TikTok-sourced keywords into your SEO strategy, through both content creation and on-page optimisation, ensures your website stays current, relevant, and highly visible to your target audience.

User experience (UX) and conversion optimisation

To effectively convert visitors into customers, user experience (UX) and conversion optimisation are crucial for product pages. Providing clear and concise product information enables users to quickly grasp the value proposition. The use of high-quality images and videos also effectively showcase the product, while intuitive navigation and clear call-to-actions (CTAs) facilitate a seamless purchasing process.

Brands should also consider incorporating customer reviews and ratings to build trust and credibility, influencing purchasing decisions and ultimately driving conversions.

Internal linking

Internal linking plays a crucial role in enhancing both product page SEO and the overall user experience. Strategically linking to related products and categories guides users through to other pages of your website, encouraging further exploration of your brand. Descriptive and relevant anchor text within these links further improves navigation and provides valuable context for search engines.

This practice significantly enhances site navigation and crawlability, facilitating easier indexing for search engines and a clearer understanding of your site’s structure.

Conclusion

Optimising product pages for search engines is crucial to the success of any eCommerce store, or brand selling products online. Effective optimisation involves several key elements, from thorough keyword research and compelling content creation to technical SEO considerations. When combined, these elements significantly enhance product page visibility, attract a larger audience, and ultimately drive increased conversions and sales.

It’s crucial for brands, however, to remember that SEO is an ongoing process, requiring continuous monitoring, performance analysis, and data-driven strategy refinement.