TikTok SEO: How to optimise your business account?

Many brands have embraced TikTok SEO to showcase products, services, and marketing messages. TikTok’s search ads feature also lets you reach people with high purchase intent based on their searches. Here’s how to start:

1. Create a TikTok business account

Yes, you can market your brand from a personal profile, but if you’re in it for the long haul, a TikTok Business Account offers more robust features. You get perks like business suite tools, auto-messaging, and access to paid advertising, all of which make it easier to scale up when you’re ready.

• Create a new TikTok account (or repurpose your old one if you’d rather not juggle multiple logins).

• Head to the account settings and opt to switch to a Business Account.

• Pick a category that lines up with your brand—anything from “Consulting Services” to “Beauty & Personal Care.”

• You’re all set. Now you can upload longer bios, add links, and tap into advanced metrics.

Some brand newbies skip the business profile because they think it’s too “corporate.” Yet this mode can still be fun and relatable—you just have a few more tools in your toolbox to help you stand out.

2. Create a content strategy

A switch from Instagram or YouTube to TikTok is no copy-paste affair. User culture on TikTok is unique, with jargon, insider jokes, and rapid "For You Page" trends propelling viral success. If you intend to be a success here, it is wise to devise a content strategy attuned to the platform's eccentricities.

• Get to know the platform: Spend some quality time scrolling through TikTok. Observe the For You Page, note how editing works (filters, effects, transitions), and get comfortable with the local lingo. A skull emoji, for instance, can mean dying of laughter—not just some spooky decoration. Understanding these subtleties can mean the difference between blowing up or getting lost in the shuffle.

• Understand the TikTok algorithm: There's no completely transparent guide to TikTok's algorithm, but we do know that it is derived from user actions. Likes and comments, watch time and shares are the signals that can get your video from a few views into hundreds of thousands. Pay attention to trending sounds and hashtags to determine where your content can belong.

• Identify your target audience: Yes, much of TikTok's user population is Gen Z, but don't dismiss older audiences if your brand appeals to them. Take a few minutes to browse around and look at trending videos in your space. What hashtags or sounds do they employ? What style or angle appears to connect? This is not stalking; it's recon.

• Outperform your competitors: Chances are, your competitors are already lurking on TikTok. Study their uploads—what gets likes, what doesn’t, where they’re flopping. It’s not about copying; it’s about spotting gaps and opportunities. If everyone else is doing straight-faced tutorials, maybe you go comedic. If they’re ignoring live Q&As, make that your signature move.

• Set up goals and objectives: Don't jump in without a strategy and apply the SMART system. Perhaps your target is to have 2,000 new followers in three months or reach 10,000 views on one video. A well-defined goal will make you stay on track and on your toes.

• Plan out a content calendar: Yes, TikTok can be spontaneous, but planning ahead never hurts. Sketch out a schedule for when to post, what format (tutorial, challenge, behind-the-scenes), and which hashtags or sounds you’ll feature. This prevents you from running around for ideas at the last minute and ensures your feed remains interesting at all times. A carefully planned schedule also makes it simpler to monitor what's working. If a specific type of video continues to flop, adjust your method or experiment with something different.

3. Optimise your TikTok profile

Now for the fine-tuning. Your profile is your digital storefront; you want to make it inviting and easy to navigate.

• Keyword research: TikTok SEO starts with figuring out what people are actually searching for. Most standard SEO tools scrape Google, not TikTok, so you’ll want to do some in-app detective work. Enter a keyword in TikTok’s search bar—like “healthy snacks” or “DIY crafts”—and see the related searches that pop up. Those can guide your hashtags, captions, and even the direction of future videos.

• Set up your profile: Once you have your main keywords, weave them into your display name or bio. If you are “Healthy Eats Co.,” make sure your audience knows exactly what you do the moment they see your profile. Include your website link in the bio if you’ve got one, just make sure it’s relevant. A well-placed URL can funnel curious viewers directly to your online store or landing page.

• Get verified: A blue check isn’t just ego, it lends credibility. When TikTok verifies you, it’s a nod that says, “We see you as a real, potentially influential brand.” While the verification process is not straightforward, pursuing it can pay off with more visibility and trust points from viewers.

4. Create high-quality content

So your profile is polished—great. Now you’ve got to keep users around with solid videos.

• Post consistently (1 to 4 times daily): In TikTok’s wild ecosystem, quantity can drive quality. Posting frequently helps you test various angles quickly. Just avoid spamming half-baked videos. A steady stream of fresh content is good, but not if it’s halfhearted.

• Ideal length (21 to 34 seconds): Data suggests that videos in this sweet spot tend to perform well. Long enough to tell a mini story, short enough to hold attention. If you need more time, consider creating a multi-part series. People love continuity.

• Use built-in TikTok editing: TikTok’s own editing suite (filters, text overlays, transitions) helps your content blend into the platform’s style, which can boost engagement. Feel free to sprinkle in trending sounds—TikTok often rewards videos that use popular audio.

• Subculture Fit: TikTok is full of micro-communities—fitness fanatics, tarot readers, K-pop stans. Find your tribe or subculture and speak their language. You’ll likely see a big bump in engagement once you’re dialed into the vibe of a specific group.

Jump on trends

Trends are the lifeblood of TikTok, but blindly hopping onto every fad can backfire. If your brand is all about eco-friendly living, joining a makeup challenge might feel off-brand. Pick and choose trends that align with your messaging. Move fast, though—trends on TikTok can evaporate within days. If you see a viral dance challenge that complements your brand’s sense of humor, go for it. But if it’s just another random fad that doesn’t connect to your audience, skip it. Quality over forced relevance any day.

Include keywords and hashtags

Captions might be brief, but they’re prime real estate for SEO keywords. Use relevant hashtags that have a decent search volume, but also try niche-specific tags to corner a smaller, more engaged audience. A hashtag like #HealthySnackIdeas might not have the monstrous numbers #FoodTok does, but it’ll attract viewers who specifically care about healthy snacking. TikTok has a Keyword Insights tool to measure CTR (Click-Through Rate) changes over time. Keep an eye on how your chosen keywords perform and don’t be afraid to experiment with new ones if the old set stops delivering.

Go live

TikTok Live is your chance to chat directly with followers in real time—answering questions, showing behind-the-scenes content, or even running quick product demos. This raw, unscripted vibe can strengthen bonds in a way pre-recorded videos can’t. Plus, users who join your Live might stay engaged longer, giving your brand more time to stick in their memory. Some creators host Q&A sessions or mini-workshops, transforming Live streams into interactive events. If you consistently deliver value during Lives, word can spread fast—and so can your follower count.

5. Collaborate with other influencers

Love it or loathe it, influencer culture is huge on TikTok. Collaborating with experienced creators can drive your brand into orbit, allowing you to benefit from someone else's fan base. You can cross-promote, exchange cameos, or sponsor one another's videos. Just ensure your brand values align; no one wants a mismatch that feels like a blatant cash grab. You don’t need to chase TikTok’s biggest stars. Sometimes micro-influencers with niche, loyal followings deliver better engagement. Plus, they’re often more open to flexible deals.

6. Track progress with analytics

Hitting “upload” and crossing your fingers isn’t exactly a strategy. TikTok’s analytics let you see who’s watching, which videos grab the most attention, and how many viewers convert into followers. Treat this data as your feedback loop—if something’s off, you’ll notice a dip in watch time or shares. Keep an eye on both your account and your competitors. If they’re suddenly blowing up using a strategy you haven’t tried, it might be time to adapt. But don’t pivot too drastically—consistent branding is key to building trust on a platform that rewards authenticity.