TikTok SEO @ BrightonSEO

Transcript

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