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TikTok SEO @ BrightonSEO
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Mathilde Høj
September 15, 2023
Marketing & SEO
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TikTok SEO @ BrightonSEO
Mathilde Høj
September 15, 2023
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Transcript
What is TikTok SEO and how do you utilize it
as a part of your SEO-strategy? Mathilde Høj TRANSACT Denmark Speakerdeck.com/mathoej @mathoej
WHAT IS TIKTOK? 2
#BrightonSEO 3
TikTok is not just dancing TAILORED CONTENT FOR EACH USER
#BrightonSEO 4
#BrightonSEO 5 It’s knowledge sharing, product recommendations, everyday life, lip
sync, productions etc. TAILORED CONTENT FOR EACH USER
ONE OF A KIND FEED #BrightonSEO 6 For You Page
(FYP): Content you have shown interest in. A user can touch upon multiple ‘toks’. How many during a 30sec scroll?
3. CROSSFIT 7 7. TOMORROWLAND 9. SINGING/DANCING 2. FEMINISM 4.
LGBTQIA+ 6. CORPORATE 8. GAME OF THRONES 1. DOGS 5. TRUE CRIME AND TWO ADS..
8 #BrightonSEO #BookTok 142,8 billion views #CleanTok 77,7 billion views
But what affects what users see on their FYP? 9
10 INTERACTIONS Following a user, liking, commenting, saving and/or sharing
a video impacts the algorithm
11
12 VIDEO INFORMATION Description, captions, sounds, voice over, hashtags, effects
and topics
13 DEVICE AND ACCOUNT SETTINGS Language, country, type of device
and selected categories when signing up
14 VIEW TIME How long you watch a video before
you scroll – and how many times you watch a video
How does that combine with SEO? 15
RANKING #BrightonSEO 16 1. FOR YOU PAGE 2. INTERNAL SEARCHES
3. SEARCH ENGINES (GOOGLE)
TikTok does not look at your follower count – videos
can get reach regardless #FYP #BrightonSEO 17
INTERNAL SEARCHES #BrightonSEO 18
TikTok is not Google The content does not have to
live up to the same quality SEARCH ENGINES #BrightonSEO 19
How do you do TikTok SEO? 20
Audience research #BrightonSEO 21 TikTok is still mostly a ”Gen
Z” platform.
Keyword research #BrightonSEO 22 Related searches & Toks
Optimize videos and profile #BrightonSEO 23 Use keywords in on-screen
text, on text posts, and remember to say them out loud, if applicable.
Embed videos on web #BrightonSEO 24 If it makes sense
for you to do so
Find your way to do it #BrightonSEO 25 Users on
TikTok loves unique content – so go be unique!
PERSONA: DUOLINGO 26
SUBCULTURE: DYSON GERMANY 27
What can TikTok do for your website? 28
CASE STUDY #BrightonSEO 29
#BrightonSEO 30 Searches including ”mochi” before and after the TikTok
videos HOW WAS THE WEBSITE AFFECTED?
HOW WAS THE WEBSITE AFFECTED? #BrightonSEO 31 Searches for ”mochi
ice cream lidl” became one of the largest traffic drivers aug/22-feb/23
Going viral on TikTok was not expected at all as
there were not any active decisions from Lidl’s side. #BrightonSEO 32
CHALLENGES #BrightonSEO 33 1 2 3 Website was not equipped
No relevant landing page Sold out in stores
SEARCHES FOR “MOCHI” #BrightonSEO 34 +50% in Feb 2023 in
DK Avg. SV @ 9.900
SEARCHES FOR “MOCHI” #BrightonSEO 35 +50% in Feb 2023 in
DK Avg. SV @ 9.900 Lidl was not the only one to benefit
Even though Lidl was not ready, the case shows how
impactful TikTok can be and why it can make sense for you to prioritize it in your SEO and marketing strategy. #BrightonSEO 36
KEY TAKEAWAYS #BrightonSEO 37 1 2 3 Understand your audience
Find your keywords Optimize
KEY TAKEAWAYS #BrightonSEO 38 4 5 Use videos onsite Be
unique and keep posting
Mathilde Høj TRANSACT Denmark #BrightonSEO 39 Thanks!
FIND ME HERE #BrightonSEO 40 Mail – mathilde.hoej@omctransact.com LinkedIn –
https://www.linkedin.com/in/mathoej/ X/Twitter – @mathoej TikTok – @transactdenmark