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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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WHAT IS TIKTOK?
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#BrightonSEO 3
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TikTok is not just
dancing
TAILORED CONTENT
FOR EACH USER
#BrightonSEO 4
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#BrightonSEO 5
It’s knowledge sharing, product
recommendations, everyday life, lip
sync, productions etc.
TAILORED CONTENT
FOR EACH USER
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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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3. CROSSFIT
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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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#BrightonSEO
#BookTok
142,8 billion
views
#CleanTok
77,7 billion
views
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But what affects what
users see on their FYP?
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INTERACTIONS
Following a user, liking,
commenting, saving and/or
sharing a video impacts the
algorithm
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VIDEO
INFORMATION
Description, captions,
sounds, voice over, hashtags,
effects and topics
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DEVICE AND
ACCOUNT SETTINGS
Language, country, type of
device and selected
categories when signing up
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VIEW TIME
How long you watch a
video before you scroll –
and how many times you
watch a video
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How does that combine
with SEO?
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RANKING
#BrightonSEO 16
1. FOR YOU PAGE
2. INTERNAL SEARCHES
3. SEARCH ENGINES (GOOGLE)
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TikTok does not look at your
follower count – videos can get
reach regardless
#FYP
#BrightonSEO 17
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INTERNAL SEARCHES
#BrightonSEO 18
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TikTok is not Google
The content does not have to live
up to the same quality
SEARCH ENGINES
#BrightonSEO 19
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How do you do TikTok
SEO?
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Audience research
#BrightonSEO 21
TikTok is still mostly a
”Gen Z” platform.
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Keyword research
#BrightonSEO 22
Related searches & Toks
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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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Embed videos on web
#BrightonSEO 24
If it makes sense for you
to do so
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Find your way to do it
#BrightonSEO 25
Users on TikTok loves
unique content – so go
be unique!
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PERSONA: DUOLINGO
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SUBCULTURE: DYSON GERMANY
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What can TikTok do for
your website?
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CASE STUDY
#BrightonSEO 29
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#BrightonSEO 30
Searches including ”mochi” before
and after the TikTok videos
HOW WAS THE WEBSITE AFFECTED?
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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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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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CHALLENGES
#BrightonSEO 33
1
2
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Website was not equipped
No relevant landing page
Sold out in stores
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SEARCHES FOR “MOCHI”
#BrightonSEO 34
+50% in Feb
2023 in DK
Avg. SV @ 9.900
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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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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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KEY TAKEAWAYS
#BrightonSEO 37
1
2
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Understand your audience
Find your keywords
Optimize
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KEY TAKEAWAYS
#BrightonSEO 38
4
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Use videos onsite
Be unique and keep
posting
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Mathilde Høj
TRANSACT Denmark
#BrightonSEO 39
Thanks!
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FIND ME HERE
#BrightonSEO 40
Mail – [email protected]
LinkedIn – https://www.linkedin.com/in/mathoej/
X/Twitter – @mathoej
TikTok – @transactdenmark