Forget Google. For Gen Z, TikTok is the new search bar.

From recipes to sneakers to skincare hacks, people aren’t just scrolling for fun – they’re searching with intent. And when they do, your brand either shows up… or it doesn’t.

The good news? Showing up isn’t about luck. It’s about strategy. With the right mix of SEO, hashtags, and ads, you can turn TikTok from “just another social app” into your brand’s biggest discovery engine.

Here’s your 7-step TikTok Search Checklist to make sure your product gets found, clicked, and bought.

Step 1: Be fluent in keywords

TikTok search works a lot like Google – but with video content. If your captions, descriptions, and on-screen text don’t include the terms people are typing, you’re invisible.

For example: If someone searches “best eco-friendly water bottle,” and your caption only says “hydration vibes ,” you’ve already lost the search game. Use plain, descriptive keywords that align with real search intent.

We broke this down in our piece on how TikTok search turns browsers into buyers, and the lesson is clear: keywords aren’t boring – they translate into revenue!

Step 2: Hashtag It Right

Hashtags are still the backbone of TikTok SEO – but strategy beats quantity every time. Forget the old “add as many as possible” approach. TikTok rewards hashtags that are clear, intentional, and aligned with your content. That means focusing on tags that match what users are actually searching for, balancing popular terms with more targeted ones. The right mix helps you appear in both broad searches and niche queries, boosting your visibility where it matters most. For a deeper dive, check out our TikTok SEO guide.

Step 3: Ride the Trend Wave

Trends on TikTok are like waves – catch them, and you can ride your way into thousands of For You Pages. Miss them, and you’re left paddling.

Every week, a new sound, meme, or challenge dominates. Smart brands don’t just hop on. They remix the trend with their product naturally woven in. A skincare brand might jump on a trending audio by showing a before-and-after glow. A food brand might remix a recipe trend with their product as the hero ingredient. The takeaway: it’s up to you to make trends work for your business.

Agencies like Rise at Seven even call trends “the heartbeat of TikTok discoverability.” Translation: ignore trends, and you’ll miss the party.

Step 4: Think Local

TikTok isn’t just global – it’s hyper-local. More and more, Gen Z uses TikTok like a search engine for nearby recommendations, from food spots to shopping finds. If you’ve got a physical location or you’re targeting a specific market, your visibility depends on localization:

  • Add city or neighborhood keywords into captions
  • Use geo-tags to anchor your content.
  • Lean into local culture with hashtags (#NYCFoodie, #LondonSneakers).

We unpacked this shift in our TikTok trends & predictions for 2025, and it’s only getting stronger.

Step 5: Leverage Search Ads

Organic reach is awesome, but pairing it with TikTok Search Ads is like flipping on turbo mode. Why? Because these ads appear directly in search results!
Exactly when users are looking for what you sell.

Think about it: someone searches for “best running shoes TikTok.” If your ad pops up right there, you’re not interrupting – you’re solving someone’s problem in real time. That’s why many brands like American Eagle have already seen lower CPAs and stronger ROAS using Search Ads.
Curious how it works? We broke it all down in TikTok Search Ads: A New Journey.

Step 6: Spark It Up

Enter the scene – TikTok Spark Ads: the hybrid between organic and paid. These ads let you boost content that already feels native, whether it’s your own video or a creator collab. That way, you get reach without losing TikTok’s “authentic vibe.”

Example: if a creator makes a killer review of your product, Spark Ads let you amplify it to thousands more people searching for related content. And here’s the formula:

Spark + SEO-friendly captions = discoverability magic!

Not sure where to start? Our Ultimate Guide to TikTok Advertising covers the playbook.

Step 7: Analyze, Adjust, Repeat

The TikTok algorithm never sleeps. What worked yesterday might flop tomorrow. That’s why you’ve got to track, tweak, and test constantly.

TikTok Ads Manager even gives you tools straight out of Google’s playbook: negative keywords, match types, and performance insights. Translation?
You don’t have to spray and pray. You can be picky, precise, and intentional with how you show up in search.

The Wrap-Up

TikTok has gone from an entertainment hub to a search powerhouse.
For brands, that means discoverability isn’t optional – it’s survival.

When you combine smart keywords, relevant hashtags, trending content, local SEO, and powerful ad formats like Search Ads and Spark Ads, you’re not just present – you’re found. Don’t just show up on TikTok – get discovered.

GrowMojo knows this playbook inside out. We’ve helped brands crush TikTok SEO, master Search Ads, and spark viral campaigns that convert.
Contact us today and let’s get your brand trending where it counts.