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TikTok SEO @ BrightonSEO

TikTok SEO @ BrightonSEO

Mathilde Høj

September 15, 2023
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  1. 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

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  2. WHAT IS TIKTOK?
    2

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  3. #BrightonSEO 3

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  4. TikTok is not just
    dancing
    TAILORED CONTENT
    FOR EACH USER
    #BrightonSEO 4

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  5. #BrightonSEO 5
    It’s knowledge sharing, product
    recommendations, everyday life, lip
    sync, productions etc.
    TAILORED CONTENT
    FOR EACH USER

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  6. 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?

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  7. 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..

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  8. 8
    #BrightonSEO
    #BookTok
    142,8 billion
    views
    #CleanTok
    77,7 billion
    views

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  9. But what affects what
    users see on their FYP?
    9

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  10. 10
    INTERACTIONS
    Following a user, liking,
    commenting, saving and/or
    sharing a video impacts the
    algorithm

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  11. 12
    VIDEO
    INFORMATION
    Description, captions,
    sounds, voice over, hashtags,
    effects and topics

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  12. 13
    DEVICE AND
    ACCOUNT SETTINGS
    Language, country, type of
    device and selected
    categories when signing up

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  13. 14
    VIEW TIME
    How long you watch a
    video before you scroll –
    and how many times you
    watch a video

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  14. How does that combine
    with SEO?
    15

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  15. RANKING
    #BrightonSEO 16
    1. FOR YOU PAGE
    2. INTERNAL SEARCHES
    3. SEARCH ENGINES (GOOGLE)

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  16. TikTok does not look at your
    follower count – videos can get
    reach regardless
    #FYP
    #BrightonSEO 17

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  17. INTERNAL SEARCHES
    #BrightonSEO 18

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  18. TikTok is not Google
    The content does not have to live
    up to the same quality
    SEARCH ENGINES
    #BrightonSEO 19

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  19. How do you do TikTok
    SEO?
    20

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  20. Audience research
    #BrightonSEO 21
    TikTok is still mostly a
    ”Gen Z” platform.

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  21. Keyword research
    #BrightonSEO 22
    Related searches & Toks

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  22. Optimize videos and
    profile
    #BrightonSEO 23
    Use keywords in on-screen
    text, on text posts, and
    remember to say them out
    loud, if applicable.

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  23. Embed videos on web
    #BrightonSEO 24
    If it makes sense for you
    to do so

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  24. Find your way to do it
    #BrightonSEO 25
    Users on TikTok loves
    unique content – so go
    be unique!

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  25. PERSONA: DUOLINGO
    26

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  26. SUBCULTURE: DYSON GERMANY
    27

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  27. What can TikTok do for
    your website?
    28

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  28. CASE STUDY
    #BrightonSEO 29

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  29. #BrightonSEO 30
    Searches including ”mochi” before
    and after the TikTok videos
    HOW WAS THE WEBSITE AFFECTED?

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  30. HOW WAS THE WEBSITE AFFECTED?
    #BrightonSEO 31
    Searches for ”mochi ice cream lidl”
    became one of the largest traffic
    drivers
    aug/22-feb/23

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  31. Going viral on TikTok was not
    expected at all as there were not any
    active decisions from Lidl’s side.
    #BrightonSEO 32

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  32. CHALLENGES
    #BrightonSEO 33
    1
    2
    3
    Website was not equipped
    No relevant landing page
    Sold out in stores

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  33. SEARCHES FOR “MOCHI”
    #BrightonSEO 34
    +50% in Feb
    2023 in DK
    Avg. SV @ 9.900

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  34. SEARCHES FOR “MOCHI”
    #BrightonSEO 35
    +50% in Feb
    2023 in DK
    Avg. SV @ 9.900
    Lidl was not the only
    one to benefit

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  35. 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

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  36. KEY TAKEAWAYS
    #BrightonSEO 37
    1
    2
    3
    Understand your audience
    Find your keywords
    Optimize

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  37. KEY TAKEAWAYS
    #BrightonSEO 38
    4
    5
    Use videos onsite
    Be unique and keep
    posting

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  38. Mathilde Høj
    TRANSACT Denmark
    #BrightonSEO 39
    Thanks!

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  39. FIND ME HERE
    #BrightonSEO 40
    Mail – [email protected]
    LinkedIn – https://www.linkedin.com/in/mathoej/
    X/Twitter – @mathoej
    TikTok – @transactdenmark

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