How to Get Found on TikTok: The Creator's Guide to TikTok SEO

TikTok isn't just a place to scroll mindlessly anymore. It's become a search engine—especially for Gen Z. According to Adobe, 41% of Americans now use TikTok as a search engine. They're typing in questions, looking for recommendations, and finding answers through short-form video instead of Google.

If you're a creator and your content isn't showing up in TikTok search results, you're invisible to a massive chunk of potential followers. The good news? Getting found on TikTok isn't complicated once you understand how the algorithm thinks.

Here's the shift: TikTok's algorithm doesn't just push content to the For You Page based on what's trending. It actively surfaces videos based on search intent. Someone types "best tacos in Dallas" and TikTok serves up videos that match those keywords—just like Google would with web pages.

The difference? TikTok users want quick, visual answers. Not 2,000-word blog posts. They want a 30-second video that shows them exactly what they're looking for. This is your opportunity. If you're creating content that answers questions people are actually searching for, you're not just chasing viral moments—you're building a library of content that keeps getting discovered for weeks or months.

Think about what your audience might search for. If you're a fitness creator, that's "home workout no equipment" or "quick ab routine." If you're a food creator in DFW, that's "best brunch spots in Fort Worth" or "hidden gem restaurants Dallas." Match your content to those search patterns and you'll show up when it matters.

TikTok's algorithm reads more than your caption. It scans your spoken words, on-screen text, hashtags, and even your video file name. Every text field and audio element is an opportunity to tell the algorithm what your video is about.

Here's how to place keywords strategically:

Spoken audio: Say your target keyword in the first few seconds of your video. TikTok transcribes everything you say—whether you add captions manually or not. If you're creating a video about skincare for oily skin, say those exact words out loud early in the video.

On-screen text: The algorithm reads text that appears in your video. Make it large, centered, and high contrast. A title card that says "3 Dallas Coffee Shops You Need to Try" is doing SEO work for you while viewers watch.

Captions: Include your primary keyword naturally. Don't stuff it—one or two mentions is enough. Write for humans first, but make sure the algorithm can categorize your content.

Hashtags: Mix 2-3 broad hashtags with 1-2 niche ones. Skip the generic #fyp and #viral tags—they don't help you get found by the right audience. If you're a DFW creator, use location-specific hashtags like #DallasFoodie or #FortWorthEats.

File name: Before you upload, rename your video file to something descriptive like "dallas-coffee-shop-tour.mp4" instead of "IMG_4582.MOV." It's a small signal, but it helps the algorithm understand your content before it even processes the video.

This is TikTok's built-in keyword research tool, and most creators don't know it exists. It's essentially TikTok's version of Google Keyword Planner—showing you what people are actually searching for on the platform.

To access it, open TikTok and search "Creator Search Insights" in the search bar. You'll see trending topics, content gaps, and suggested keywords based on your niche. The Content Gap section is gold—it shows you topics people are searching for that don't have enough good videos yet. That's your opportunity to create content that fills a need.

You can filter by category (fashion, food, sports, tourism) or explore what your own followers are searching for if you have 1,000+ followers. Each keyword shows search popularity, trends over time, and example videos for inspiration.

The smart move? Build a list of keywords from Creator Search Insights and plan your content calendar around them. Don't just chase what's trending today—create content that answers questions people will search for next month too.

TikTok's algorithm heavily weighs watch time. If people scroll past your video in the first few seconds, TikTok assumes the content isn't valuable and stops pushing it. Videos with higher completion rates rank higher in search results and get more For You Page distribution.

Your hook needs to grab attention immediately. Start with a question, a bold statement, or a preview of the payoff. "Here's why your coffee tastes bad" is more compelling than "Hey guys, so today I wanted to talk about coffee brewing tips."

Keep your videos tight. Cut the fluff. Get to the point fast. If you can deliver value in 30 seconds instead of 60, do it. TikTok rewards efficiency—and so do viewers who are searching for quick answers.

Your profile is an SEO asset too. TikTok lets you put keywords in your display name (not just your username), and that helps you rank in search results. If you're a DFW food creator, "Sarah | Dallas Food Reviews" is more searchable than just "Sarah."

Your bio should include relevant keywords and clearly communicate what you create. Don't waste space on vague descriptions. Tell people exactly what they'll get if they follow you. Something like "Dallas-Fort Worth food tours and hidden gem restaurants" is specific and searchable.

Keywords get you discovered, but engagement keeps you visible. TikTok's algorithm favors videos with high likes, shares, comments, and saves. These signals tell the algorithm your content is valuable enough to push to more people.

Add calls-to-action that encourage engagement. Ask a question in your video. Tell viewers to comment their favorite spot. Use the "reply to comment with video" feature to create follow-up content. The more interaction your videos generate, the better they perform in both search and the For You feed.

Respond to comments quickly. TikTok sees creator engagement as a positive signal. Plus, comment threads create more keywords and context for your video.

TikTok SEO isn't about gaming the algorithm—it's about creating content that matches what people are actually searching for. Keywords in your audio, text, captions, and hashtags help TikTok understand your content and serve it to the right audience.

Use Creator Search Insights to find topics with search demand. Hook viewers in the first 3 seconds. Optimize your profile. Encourage engagement. Do this consistently and your content won't just go viral once—it'll keep getting discovered long after you post.

Ready to build a content strategy that actually gets found? Let's talk about how Scrollworks can connect you with DFW brands looking for creators like you.