TikTok keyword research: how to find keywords that drive views

TikTok is no longer just a platform for entertainment and viral trends. It has become a powerful discovery engine where users actively search for tutorials, product reviews, recommendations, and practical ideas.

As this behavior grows, understanding how keywords work on TikTok is now a core skill for creators, marketers, and brands that want consistent reach instead of relying on luck or short-term trends.

Videos that appear in TikTok search results or repeatedly surface on the For You page usually follow one rule: they match what users are actively searching for and how the algorithm interprets those searches.

In this guide, you’ll learn what TikTok keyword research is, why it matters for TikTok SEO, and how to find and apply keywords step by step to drive views, engagement, and long-term growth.

TikTok keyword research: why it matters for TikTok SEO

TikTok SEO may look different from traditional search engines, but keywords remain one of the most important ranking signals. Today, TikTok functions as a search engine, especially for younger audiences who search for recipes, product reviews, tutorials, and practical tips directly on the platform.

When users type a query into TikTok’s search bar, the algorithm scans multiple signals to understand what each video is about. These include captions, on-screen text, hashtags, spoken words, and viewer interactions. A clear keyword strategy helps align all of these elements with real search intent.

From working with search-driven platforms, we see TikTok keyword signals behave differently from traditional SEO. Relevance is established faster, but consistency across content elements plays a much bigger role.

Without proper research, creators often rely on trends or guesswork, making content harder to discover in search results. Keyword-optimized videos, on the other hand, can continue driving views long after publishing.

 

Why it matters for TikTok SEO

Who searches for TikTok keyword research and why

TikTok keyword research is not only for SEO experts. As TikTok becomes a search-first platform, more creators and businesses rely on keywords to understand what users are actively looking for and how to reach them organically.

Different groups approach keyword research with different goals, but all aim for better visibility and stronger engagement.

Content creators and influencers use keyword insights to plan videos based on real search demand. Instead of guessing trends, they build content around topics users already search for, such as tutorials, reviews, and tips.

Brands and businesses apply keyword research TikTok strategies to promote products and build awareness. This helps branded content appear when users are actively searching, increasing the chance of clicks, follows, and conversions.

Social media marketers use keyword-driven optimization to improve visibility in search results and the For You page. Keywords and hashtags guide the algorithm, supporting long-term discoverability.

Small businesses and niche brands use targeted keyword strategies to compete with larger companies. By focusing on specific or local queries, they can reach high-intent audiences without large ad budgets.

SEO professionals, educators, and coaches explore keyword-based TikTok strategies to adapt traditional SEO thinking to modern search behavior, as TikTok continues to grow as a discovery engine.

 

Who searches for TikTok keyword research and why

TikTok keyword research: step-by-step process for marketers

A practical TikTok keyword research workflow does not require advanced SEO tools or technical expertise. Instead, it focuses on understanding how people actually search on TikTok and how the platform surfaces content based on those searches. By combining in-app signals with TikTok’s native tools, marketers can identify keywords that match real user intent.

The process below reflects how users actually discover content on TikTok, making it easier to apply keywords naturally across videos, captions, and on-screen text.

Discover keywords using the TikTok search bar

The TikTok search bar is the most direct source of keyword insights because it reflects real queries from real users. When you type a seed term related to your niche, TikTok instantly suggests popular search phrases based on current demand.

These autocomplete suggestions often reveal long-tail keywords and question-based queries that indicate strong intent. Compared to broad topics, these phrases are easier to rank for and tend to attract viewers who are actively looking for a solution, tutorial, or recommendation.

After running a search, it is important to look beyond the suggestions themselves. You should also observe how keywords are used across top-ranking videos, including:

• Captions that clearly describe what the video helps users achieve.
• On-screen text that repeats or reinforces the main search phrase.
• Hashtags that align closely with the query rather than generic trends.

By consistently using the search bar as a research habit, marketers can better understand TikTok’s native language. This insight forms the foundation of effective TikTok keyword research and helps ensure content aligns with how users actually search on the platform.

Analyze top-ranking videos for keyword patterns

Another reliable way to improve your keyword strategy is by studying videos that already rank well for your target searches. When you enter a keyword and open several top results, you will often notice repeated language and content structures.

Pay close attention to how creators use keywords across different elements. High-performing videos usually include the main phrase in the caption, reinforce it with on-screen text, and mention it naturally in the spoken intro. This consistency helps TikTok clearly understand the video’s topic.

Beyond visible text, comments also offer valuable insight. Viewer questions and repeated phrases often reveal unmet intent or related searches that are not obvious from the caption alone.

By analyzing these patterns, you learn how TikTok defines relevance in practice. This makes it easier to integrate keywords naturally without sounding forced or promotional.

 

Analyze top-ranking videos for keyword patterns

Use TikTok Creative Center for keyword research

TikTok Creative Center is an official resource that helps marketers understand what users are actively searching for on the platform. Inside the Keyword Insights section, you can explore trending keywords, popular hashtags, and high-performing captions across different industries and regions.

What makes this tool valuable is its data-backed approach. Instead of relying on assumptions, you can see which keywords are gaining traction, how they perform over time, and what type of content drives engagement for each term.

The Creative Center is especially useful when planning campaigns or building a content calendar. By combining these insights with what you observe directly on TikTok search, your TikTok keyword research becomes more intentional and aligned with real audience behavior.

 

Using TikTok Creative Center to analyze search terms and trends

TikTok keyword research tools marketers should know

When marketers search for a TikTok keyword research tool, the goal is usually efficiency and clarity. In reality, no single tool provides complete TikTok keyword data.

TikTok Creative Center remains the most reliable native source, reflecting real behavior on the platform. It should form the foundation of any keyword strategy.

Third-party tools such as Keywordtool.io, SEMrush, or analytics platforms help extend these insights by validating trends, surfacing long-tail ideas, and supporting competitor analysis.

Expand TikTok keyword research with external tools

TikTok’s native features should always be the starting point, but external tools help marketers see broader patterns and confirm demand. They are especially useful for discovering long-tail queries, related topics, and emerging content opportunities.

Platforms like Keywordtool.io extract TikTok autocomplete suggestions, while tools such as SEMrush or Ahrefs help identify topics where TikTok content intersects with search behavior beyond the app. Analytics tools can also reveal competitor activity and hashtag performance.

These tools are not meant to replace in-app research. Instead, they support decision-making by validating trends, identifying gaps, and strengthening your overall keyword strategy before turning insights into videos.

How to apply TikTok keyword research for growth

For brands scaling TikTok as a long-term search channel, keyword research often works best when aligned with a broader SEO strategy. This ensures content is not only discoverable in-app, but also supports wider search visibility and long-term brand consistency.

Finding keywords is only the starting point. Real growth happens when those keywords are applied consistently across your content, helping TikTok clearly understand what your video is about and who it should be shown to.

Start by selecting one main keyword for each video. This keeps your message focused and avoids sending mixed signals to the algorithm. Use this keyword naturally in your caption, especially within the first few lines, without forcing or overstuffing it.

Next, reinforce the keyword through on-screen text. TikTok can read text overlays, so adding your main phrase in the opening seconds helps strengthen relevance and improves discoverability in search results.

Whenever possible, say the keyword out loud in your video. TikTok transcribes spoken words, which means voiceovers and dialogue play an important role in TikTok SEO and accessibility.

Hashtags should support, not replace, your keyword strategy. Use a small set of relevant hashtags that closely match your topic rather than chasing unrelated trends.

For a more complete approach, you can also optimize supporting elements like video file names before uploading and your profile bio. When keywords are applied across captions, visuals, audio, and profile signals, TikTok keyword research becomes a growth system rather than a one-off tactic.

 

How to apply TikTok keyword research for growth

FAQs

What is TikTok keyword research?

This is the process of finding the search terms, phrases, and hashtags people use on TikTok to discover content. It helps creators align videos with real user intent so content is easier to surface in search results and on the For You page.

How is TikTok keyword research different from SEO?

Traditional SEO focuses on text-based content and long-term authority, while TikTok optimization is video-first and driven by trends, engagement, and spoken or visual signals. The platform prioritizes short-form discovery and immediate interaction over backlinks and page depth.

Does keyword research help videos rank faster on TikTok?

Yes. Using relevant keywords helps the platform quickly understand what a video is about, making it easier to match content with user searches and interests. This often leads to faster visibility in search results and the FYP.

Where should keywords be placed on TikTok videos?

Keywords should appear naturally in captions, on-screen text, and spoken dialogue, especially in the first few seconds. Relevant hashtags and a keyword-optimized profile also help reinforce context and improve discoverability.

Conclusion

TikTok is rapidly evolving into a search-driven platform, and creators who adapt to this shift gain a clear advantage. TikTok keyword research helps you move beyond trends and build content that stays discoverable over time.

By using TikTok’s search bar, analyzing top-ranking videos, and leveraging the TikTok Creative Center, you can better understand user intent and align your content with real search behavior.

More importantly, keyword research allows you to communicate clearly with both the algorithm and your audience, making your videos easier to find and more relevant to viewers.

Through this guide, On Digitals hopes you now have a clear foundation for applying TikTok keyword research effectively.. Combined with the right strategy, On Digitals’ SEO services can help businesses strengthen discoverability and grow sustainably across search-driven platforms.