Can Tik Tok short videos be used for SEO?

When it comes to search, the first thing that comes to mind is the dominant Baidu. However, in recent times, the search field seems to be surging with undercurrents. Tencent acquired Sogou, Alibaba increased its promotion of Quark, ByteDance directly entered the search market, and Toutiao Search has begun to enter the commercial operation stage.

First of all, from the perspective of data, the search value of Douyin has been continuously increasing, and the average daily PV of Douyin search is already higher than that of Toutiao. However, this part of traffic is ignored by most students.

When it comes to search, many students will probably think of search engine optimization, so today's article will discuss with you the SEO of Douyin. Can short videos do SEO? If you plan ahead, can you get a share of this blue ocean?

Tik Tok traffic distribution mechanism

When mentioning any product under ByteDance, whether it is Toutiao or Douyin, the first thing that comes to mind is the traffic distribution algorithm based on "tag recommendation".

Tik Tok will obtain the user's basic tags and interest tags, and then recommend content of interest based on the user's preferences.

For example, if users usually have a high completion rate for sports-related videos, and their likes, comments, reposts, and attention behaviors are more obvious, the system will increase the recommendation efforts for such videos.

Therefore, Douyin’s search is still combined with ByteDance’s “recommendation” mechanism.

Back to the Douyin search, we will find that there are now 8 display dimensions on the search page: "Comprehensive, video, user, music, topic, live broadcast, location, and product".

When users conduct searches, "users, excellent videos, collections, topics" are usually the first few, which is also the focus of our optimization . We will introduce it to you in detail below.

Tik Tok search mechanism

When a user generates a search behavior, for example, searching for the keyword "weight loss", the system will determine the user's needs: Looking for an expert? Looking for content? Or other needs. The system will then retrieve relevant content based on user needs, and this process is divided into two aspects: content retrieval and video data screening.

1. Content retrieval

Retrieve video content and look for videos related to "weight loss". That is, the system will search for specific content such as sound and subtitles to screen out high-quality videos that match user needs.

2. Video data screening

After completing the content retrieval, it will be sorted according to the video data, and the data with better quality will be displayed first. Therefore, after searching, we often find that the top-ranked videos generally have better data such as likes, comments, and reposts.

After understanding the search mechanism of Tik Tok, it will be easier for us to optimize SEO.

Tik Tok SEO Optimization

According to the order in which Douyin search results are displayed first, users, excellent videos, collections, and topics, we will find that account names with search terms are generally displayed first, especially Douyin accounts with blue V certification will appear first.

Therefore, when naming an account in the early stage, try to include big words in the industry as much as possible . For example, if I am a manager, I can name my Douyin account: "***Talks Management"; if I am in the weight loss business, I can name my account "*** Weight Loss".

Regarding collections , the account fans need to meet certain requirements and satisfy the relevant conditions of Douyin before the collection can be opened. It should be noted that the keywords of the collection should include as many major industry words as possible.

In addition, adding topics can also help increase exposure . When posting a video, pay attention to adding topics. We also cover this in the short video course. By adding topics, on the one hand, you can add tags to the video, such as #减肥#瘦身. After adding a topic, the system will distribute the video to users who are interested in the topic.

On the other hand, clarify the content of the video to attract users. In terms of SEO, by adding topics, the chances of video display can be increased and the video ranking can be improved.

Let’s go back to the video itself. As we mentioned above, Tik Tok will search the video content, so we need to increase the density of user-related content as much as possible.

It can be simply understood as the keyword density of traditional SEO. When operating specifically in Douyin, we need to add video elements as much as possible, such as: the title contains user search terms, the video content is highly matched with the user search, subtitles are added, background music, sound, etc.

At the same time, at the content selection level, you can use Tik Tok itself to layout the content of the drop-down words.

On the other hand, we also need to ensure the quality of the video, picture clarity, background, etc., so that users will not swipe away directly due to poor video quality.

Let's summarize:

First : Video content is highly matched with user searches

Second : Ensure the integrity of video elements, including video title, subtitles, sound, picture and other factors.

Third : Participate in topics based on video content and keywords

Fourth : Open the collection

Fifth : Keyword layout, account name, video copy

Finally, I want to say something to everyone: As Internet practitioners, the best way to do things is to keep an open mind in the face of various new things, dare to try feasibility, keep learning, and make decisions and respond quickly. Let us encourage each other.

Author: Tian Xuan

Source: Houchang College