TikTok SEO in 2025: How to Rank, Optimize, and the Best Tools to Use

Last update: June 13, 2025

By: Nikola Bojkov

TikTok isn’t just for viral dances anymore!

Nowadays, it’s quickly becoming the go-to search engine for Gen Z. Therefore, a key discovery tool for creators, influencers, and brands of all sizes.

So, if you’re creating content for TikTok (you should!), but not optimizing it for TikTok search, you’re likely getting buried. That’s where TikTok SEO comes in.

Whether you’re a solo entrepreneur, managing a multi-location brand, or running campaigns powered by user-generated content, optimizing your TikTok visibility is a game-changer.

And with tools like EmbedSocial, you can take it one step further by turning high-performing TikToks into social proof across your entire online presence.

For that reason, I’ll teach you how to use TikTok SEO to get discovered, grow your audience, and repurpose your best content in smarter ways.

Let’s get to it!

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What is TikTok SEO, and why does it matter?

TikTok SEO is the process of optimizing your videos so they rank in TikTok search results—and even sometimes in Google. This includes using the right keywords in your captions, on-screen text, spoken audio, and hashtags.

While similar to traditional SEO, it’s tailored for TikTok’s short-form video format. Instead of optimizing for web pages, you’re optimizing for visibility inside the TikTok app.

And yes, TikTok is now a social search engine more or less. Google’s own data shows that nearly 40% of Gen Z prefers searching on TikTok or Instagram instead of Google. That means your audience isn’t just scrolling—they’re actively searching.

So, if you’re a creator, brand, or business relying on user-generated content, social listening, or even managing your Google Business Profile (GBP), TikTok SEO opens the door to more organic reach—right where people are looking.

Here’s why it matters in 2025:

mind map showcasing the benefits of tiktok seo

Increase discoverability inside TikTok – people can find your content based on what they search;
Boost reach beyond the For You Page – videos can rank in search results for weeks or months;
Drive higher engagement and follower growth – SEO brings in users actively interested in your niche;
Turn UGC into an acquisition tool – ranking customer-generated TikToks builds trust and credibility;
Strengthen omnichannel strategy – optimized TikToks can also show up in Google search for even more exposure.

If you’re using a platform like EmbedSocial, you can take TikTok SEO even further by automatically surfacing top-performing videos, embedding TikToks across your website, and repurposing UGC to boost both credibility and conversions.

How TikTok’s search algorithm works in 2025

TikTok’s search algorithm has evolved beyond hashtags, and it works like a search engine, analyzing multiple layers of content to determine what to show and to whom.

At its core, the TikTok SEO ranking factors are the following:

1. Relevance to the search query

TikTok scans your video captions, spoken audio, on-screen text, and even file names for keywords. If someone searches for “morning skincare routine”, TikTok surfaces content that includes those words in any of those formats.

2. User engagement signals

The algorithm promotes content that drives interaction. This includes:

Watch time (especially full video views and rewatches);
Likes, shares, saves, and comments;
Follows that were generated after a video is viewed.

These engagement signals tell TikTok that your content is valuable and worth showing.

3. Behavioral and contextual clues

TikTok also considers:

The viewer’s past behavior (videos watched, accounts followed);
Location, language, and device type;
Trending topics and seasonal interests.

This means two users can search the same term but see very different results, as TikTok tailors content based on context for the specific user.

Put simply: TikTok’s algorithm is always watching, listening, and reading, and you need to align your content with how people actually search to boost your discoverability.

And once your video starts ranking, it can live in TikTok’s search results for weeks or even months, unlike the fast-moving ‘For You’ Page.

That’s why you need to apply smart TikTok SEO practices early—paired with insights from tools like EmbedSocial that help you identify high-performing content. This is THE key strategy for long-term reach on TikTok for any modern brand!

How to do SEO on TikTok? 7 Best practices

If you want to optimize your TikTok videos for maximum performance, you have to think beyond hashtags in 2025. It’s all about the full-funnel approach—from your spoken words to your post-video engagement. Here’s how to do TikTok search engine optimization:

flowchart showcasing the best practices for optimizing your tiktok seo

1. Use keyword-rich captions

Write captions using the exact phrases people are likely to search for. Think of TikTok as a search engine: describe your video clearly the way users search for it.

Example: Instead of writing “This saved my skin”, try “My morning skincare routine for sensitive skin”. It targets the real search query and boosts your chances of showing up.

2. Add keywords to your on-screen text

TikTok scans the text that appears in your video. Use this to reinforce your topic with relevant phrases that match your target queries.

Example: If you’re showing a travel vlog, overlay a title like “3-Day Itinerary for Rome on a Budget”. This boosts search visibility for travel-related keywords.

3. Say your keywords out loud

Yes, TikTok’s algorithm listens. If your video includes spoken phrases like “easy vegan dinner recipe,” the algorithm will index that audio and match it to relevant searches.

Example: Begin your video by saying, “Here’s my step-by-step guide to bullet journaling for beginners.” That entire phrase becomes searchable.

4. Include relevant hashtags—but don’t overdo it

Mix broad and niche hashtags that contain keywords. Instead of cluttering your post with 15 tags, stick to 3–5 highly relevant ones. Use TikTok’s search bar to discover them.

Example: If you’re sharing a smoothie recipe, use: #smoothierecipe #healthysmoothie #greendrink #breakfastideas. Avoid irrelevant or super-generic tags like #fyp or #viral.

5. Rename your video file before uploading

If you upload from your phone or desktop, use a file name like TikTok-SEO-Tips.mp4. This sends an early signal to the algorithm, even before your video goes live.

Example: Change VID_8453.MP4 to how-to-make-overnight-oats-tiktok.MP4. This gives TikTok an early clue about your topic.

Engage with your audience in a way that naturally uses your main topics. This can boost the relevance of your content in TikTok’s search signals.

Example: A viewer asks, “What’s the name of the app you used?” Respond with: “I used Notion to create this minimalist habit tracker template.” Now “habit tracker template” gets reinforced in your video’s context.

7. Track what works and build on it

Use your TikTok analytics to identify which videos get discovered through search and why. Look for TikTok trends in watch time, keywords, or post timing.

Example: If your post titled “TikTok SEO strategy that works in 2025” gets high search traffic, try follow-ups like “Beginner TikTok SEO tips” or “How to optimize your TikToks for search”.

If you’re using EmbedSocial, you can also embed top TikToks on your website, collect valuable UGC, and monitor which ones generate the most clicks and engagement, which will give you SEO feedback across all your platforms.

TikTok SEO tools to try in 2025

You don’t need to guess what’s working on TikTok. With the right tools, you can research keywords, track performance, surface top-performing UGC, and optimize posts.

Below is a handpicked list of tools that can support your TikTok SEO strategy, whether you’re a creator, brand, or UGC-powered business.

1. EmbedSocial – Best for leveraging TikTok UGC across channels

If you’re working with TikTok content—especially from customers or creators—EmbedSocial is your go-to tool. It helps you collect, manage, and showcase relevant content anywhere your audience is looking:

Here’s how EmbedSocial helps you optimize TikTok SEO and extend your reach:

Collect and manage TikTok videos automatically—collect UGC from branded hashtags or profile mentions;
Embed TikTok content on your website—improve discoverability and add social proof where it counts;
Analyze content performance—track what’s working across TikTok and your site;
Repurpose high-ranking TikToks—add them to widgets, product pages, and landing pages;
Create powerful TikTok UGC campaigns—once you have all that TikTok UGC, it’s easy to use it for free.

2. TikTok Creative Center – Best for discovering trends and keywords

This is TikTok’s own analytics playground. It’s free and gives you insight into what’s trending, what’s being searched, and what types of content are breaking through:

Here’s what you can do with TikTok Creative Center:

Explore trending hashtags, sounds, and creators in real time;
Analyze ad and organic performance by industry or location;
Discover top search terms and content ideas;
See what’s working across different verticals and regions.

3. Exolyt – For competitive TikTok analysis

Exolyt helps you spy on your competitors (in a good way). It shows how other creators rank for keywords and helps you benchmark your own performance:

Here’s how Exolyt supports TikTok SEO efforts:

Track keyword rankings across your TikTok account and others;
Analyze competitors’ hashtags and content strategies;
Break down video performance by keyword;
Uncover growth trends and engagement spikes.

4. TrendTok Analytics – Best for identifying viral trends early

TrendTok uses AI to predict what’s about to trend on TikTok. It helps you jump on relevant topics before they go mainstream, giving your content a strong SEO edge:

Here’s how TrendTok can support your TikTok SEO strategy:

Spot rising trends in your niche before they peak;
Use keyword-based filters to narrow trends by region, topic, or industry;
Track which trends are fading or surging with predictive graphs;
Plan optimized content ahead of time using trend forecasts.

5. Keyhole – Hashtag tracking and influencer SEO metrics

Keyhole is a powerful analytics tool that tracks hashtags, monitors campaign performance, and helps measure the SEO potential of influencers and branded content:

Here’s how Keyhole fits into your TikTok SEO toolkit:

Track hashtag performance in real time—see which TikTok tags drive the most reach and engagement;
Monitor branded keywords and mentions across TikTok and other social platforms;
Evaluate influencer SEO value before launching UGC or collab campaigns;
Generate keyword-focused campaign reports to refine your content strategy.

Example of a strong TikTok SEO strategy

The best way to understand TikTok SEO is to see it in action.

So, let me walk you through a real-world example of how a small skincare brand used simple SEO techniques to turn a video into weeks of organic reach.

The brand posted a short video titled “My morning skincare routine for acne-prone skin”. Instead of relying on trends or random hashtags, they built their strategy around what their audience was searching for and got over 500,000 views.

Here’s how they applied TikTok SEO best practices:

Caption – they used the exact phrase their audience would type—“Morning skincare routine for acne-prone skin”—making it easy for TikTok to match the video to relevant searches;
Spoken audio – the creator said the phrase within the first few seconds, reinforcing the keyword through voice recognition;
On-screen text – the title “Affordable skincare routine for oily skin” appeared in large, bold font, targeting a secondary but related keyword;
Hashtags – instead of going broad, they used focused tags like #acneskincare, #skincareseo, and #morningroutine2025;
Engagement – they responded to every comment using natural variations of their keyword—e.g., “I use this for my acne-prone skin too!”;
UGC amplification – fans stitched and dueted the video with their own routines, extending reach and trust.

The result? The video started appearing in TikTok’s top search results for multiple queries like “skincare routine for oily skin” and “how to treat acne naturally”. It also showed up in Google Search, driving traffic to the brand’s website.

With a tool like EmbedSocial, brands can collect all that original TikTok content, along with stitched UGC, embed it on their product pages, and track conversions from TikTok users who saw the videos—proving how TikTok SEO and UGC can work hand-in-hand.

This is what a thoughtful TikTok SEO strategy looks like: keyword-rich, visually aligned, audience-driven, and fully repurposed across channels.

Bonus: How TikTok SEO supports Google search visibility

Well-optimized TikTok videos are now appearing directly in Google search results, especially for mobile users. This means your TikTok SEO efforts can go beyond the app and drive traffic from traditional search engines, as they boost your local SEO metrics as well.

Here’s how that works—and how to take advantage of it:

Keyword-optimized captions help Google index your video—clear, descriptive text gives your TikTok a better chance of showing up in rich results;
Videos with strong engagement tend to rank better—TikToks that get likes, comments, and saves are often prioritized by Google’s crawler;
Using searchable titles and hashtags boosts visibility—especially when your video is embedded on external sites (blogs, product pages, or press mentions);
Your TikTok profile can rank in search too—a well-optimized bio and consistent content help Google recognize your authority in a niche.

The bottom line? When you combine TikTok SEO with smart distribution outside the app, your content works harder, lasts longer, and reaches broader audiences.

Tools like EmbedSocial make this easy. By embedding SEO-optimized TikTok videos on your website, you increase their chances of being crawled by Google—driving even more organic visibility from both TikTok and search engines.

Conclusion: Rank smarter with TikTok SEO in 2025

As you can see, since TikTok has grown beyond a simple social media platform, doing SEO is not just trendy, but the new standard for visibility on this discovery platform.

It doesn’t matter whether you’re an individual creator, a local business, a fashion brand, or a multi-location business relying on UGC and social proof. Learning how to optimize your TikToks for search will help you reach the right audience at the right time.

And with tools like EmbedSocial, you can go beyond views, as they help you turn search-optimized TikToks into embeddable, trust-building content anywhere online.

Start optimizing now, and let your content do the heavy lifting.

Want to showcase your best TikToks across your site? Try EmbedSocial’s TikTok widget to collect, manage, and embed TikTok UGC in just a few clicks.