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How TikTok data and SEO can work together for eCommerce marketing

Laura Brady from NovosLaura Brady in SEO

14th July, 2022

How SEO can support your TikTok audience and vice versa

In October 2021, Google made the huge announcement  that it will now be indexing TikTok and Instagram videos.

This will be huge for the eCommerce space, particularly those who are B2C or are already TikTok-trending brands.

It’s just too big a data opportunity to ignore.

So, here at NOVOS we’ve identified several ways that we can use TikTok data to influence our existing eCommerce SEO strategy.

Gathering the data 

  1. Follow influencers in your industry and see what #’s they are using regularly.

Ask yourself the following questions:

  1.  Do I have any products that are relevant to the #’s that they are using regularly?
  2. Are they mentioning any of your brand’s products?
  3. If they are, what are they calling them and what kind of videos are they tagging them in?

Keep an eye on the type of language users are using. If an American influencer is trending for a product or industry related to you, consider adding the American colloquialism into the category page as well.

For example ‘thrifted’ as well as ‘second hand,”sweatpants’ and ‘tracksuit bottoms.’

1. Create an ‘as seen on TikTok page.’ 

They’re great for avid TikTok users who are waiting for payday, and also provide additional internal links back to said products. Search engines will also be able to find these products more effectively as a result. 

No.7 as seen on tik tok page

2. Create landing pages that complement viral TikTok videos.

TikTok is a great data source for keyword research.  

Try typing in some of the trending themes like ‘barkitecture,’ ‘dopamine dressing’ or ‘pastel home’ and see what ‘people also ask’ snippets appear for them. 

These are great blog post opportunities and can be optimised further by keyword research.

3. Make trending products more visible on your site.

If you find that a particular type of product in your industry is trending, why not make your version of that product more visible on the site?

For example, say the sage green bedroom decor was trending, and you sell sage green wall paint, why not link to it from your homepage and have it sit in your menu for a while?

4. Track what #’s users are using when referring to your products.

Identify whether these keywords are in your existing product naming conventions. If not, consider updating the names of your products on the site to match those of the trending hashtags, as it’s likely more users will be using that term when searching for the product online. 

Using JosephJoseph as an example, their Titan 30L trash compactor was trending on TikTok.

joseph joseph titan compactor screenshot

However, TikTok users were only referring to it as ‘trash compactor’ rather than the ‘titan 30l trash compactor.’ This small change in the naming convention could be why JosephJoseph are ranking in fourth for the term ‘trash compactors’ and why Amazon is ranking above them with a JosephJoseph product.

 

5. Track what hashtags your competitors are being tagged in and see if they’re relevant to your PDPs and PLPs.

If you notice that a competitors product is trending on TikTok, and you offer a very similar product, look at the hashtags (non-branded) users are using for it and:

  • Update your product naming conventions to match these e.g. sweatpants vs. trackpants vs tracksuit bottoms.
  • Link to the product from the homepage
  • Consider adding it to your weekly newsletter roundup
  • Talk to your digital PR team and see if they are able to push the product page out whilst its relevant

6. If you’re working with TikTok influencers, consider creating a page for users to ‘shop the look.’

If an influencer is synonymous with your brand, or you have been working alongside one for a while, consider creating a page on your site where users can ‘shop their look.’ This can work for anything from interiors to fashion and pet products. 

If you use Klevu, you can add the influencers name as a ‘synonym’ to a product page. So, if a user were to search for the influencers name in your internal search bar, the products they were advertising would show up as a suggestion.

 

 

Laura Brady from Novos
Article by Laura Brady
Laura is an SEO Manager at NOVOS. Here, she leads eCom SEO strategies and consults on best practices for boosting organic growth and revenue. Laura previously worked at one of the top SEO agencies in the country (alongside our head of SEO, Dan) and was shortlisted for Young Search Professional of the Year at the UK search awards. She is also a member of the Women in Tech SEO community and has been featured as a guest speaker on the WTS podcast.

How SEO can support your TikTok audience and vice versa

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