How to Manage Keywords on TikTok to Get Found in Search

TikTok

May 22

TikTok is no longer just a platform for scrolling, it has become a full-blown search engine. And with TikTok’s keyword management feature now rolling out to creators, small business owners finally have real control over how their content gets discovered. If you want more of the right people finding your videos, here is exactly how to use it.

What Is TikTok’s Keyword Management Feature?

TikTok has always assigned keywords to your videos automatically, based on viewer behavior and popular search activity. These keywords are what help your content surface when someone types a phrase into TikTok’s search bar. What is new is that you can now see those keywords, remove the ones that do not fit your content, and suggest ones that are more accurate and relevant.

Think of it like getting to review the tags a librarian put on your book before it hits the shelves. You still need great content, but now you get input on where it gets filed and who finds it.

How Do You Access and Manage Your TikTok Keywords?

After you publish a video, TikTok may show you a prompt letting you know that keywords have been automatically added based on popular searches. Here is how to find and manage them:

Go to your TikTok profile and open the video you want to update.
Tap the three-dot menu (the “...” icon) on the post.
Look for the “Manage Keywords” or “Search Keywords” option.
Review the keywords TikTok has automatically assigned.
Remove any that do not accurately describe your content.
Suggest 2 to 4 keywords that better match what your video is actually about.

Keep in mind that TikTok reviews your suggestions and may not approve all of them. The platform still maintains oversight to ensure keywords stay relevant. Not every video will show this option right away, as the feature is still rolling out, but it is worth checking your posts regularly.

Why Does This Matter for Your Small Business?

If you are using TikTok to market your products or services, this feature is worth your attention. Here is the thing: TikTok is increasingly being used as a search tool, especially by younger audiences looking for product recommendations, how-to tutorials, and local services.

When someone types “how to find a local florist” or “affordable branding tips for small business,” TikTok surfaces videos based on keyword relevance, much like a traditional search engine. By managing your keywords, you are making sure your content reaches people who are actively looking for what you offer, not just randomly scrolling past it.

This is the difference between passive visibility and intentional discovery.

What Keywords Should You Choose for TikTok?

The most effective TikTok keywords are specific and intent-driven rather than broad. Instead of targeting “marketing” or “food,” think about what your ideal customer would actually type into that search bar.

Some examples:

Instead of “hair salon,” try “natural hair styles for short fine hair”
Instead of “bakery,” try “custom birthday cakes in [your city]”
Instead of “business tips,” try “how to get your first clients as a freelancer”

A good rule of thumb is to aim for 3 to 5 keywords per video that directly match the core topic you are covering. Specificity beats volume here. A smaller, more targeted audience is far more likely to engage, save, follow, and eventually buy from you.

How Do You Know If Your TikTok Keywords Are Working?

Once you have updated your keywords, keep an eye on your TikTok analytics. Specifically:

Video views from search: This metric shows how many people found your video through TikTok’s search function, not just through the For You Page.
Traffic sources breakdown: Check your Creator Tools analytics to see where your viewers are coming from.
Engagement rate: If you are attracting more of the right audience through better keywords, you should notice higher saves, shares, and comments from people who are genuinely interested in your topic.

Give it at least one to two weeks before drawing any conclusions. Keyword changes do not always produce immediate results, but they build over time and can meaningfully shift how your content is found.

FAQ: TikTok Keywords for Small Business Owners

Can I manage keywords on older TikTok videos?

Yes. You can go back to existing posts and update keywords through the same three-dot menu. Start with your top-performing videos, since those already have traction and may benefit most from better keyword alignment.

Does TikTok guarantee my video will rank for the keywords I suggest?

No. TikTok reviews your suggested keywords and may not approve all of them. Ranking is also influenced by engagement, watch time, and overall content relevance, so keywords are one piece of the puzzle, not the whole picture.

How many keywords should I use on a TikTok video?

TikTok recommends keeping it focused. A range of 3 to 5 well-chosen, specific keywords works better than trying to cover every possible term.

Should I still use keywords in my captions and hashtags?

Absolutely. Your caption, on-screen text, and hashtags all help TikTok understand and categorize your content. Keyword metadata is an additional layer on top of those elements, not a replacement for them.

What if I do not see the keyword management option on my posts?

The feature is still rolling out and may not be available on every account yet. If you do not see it, check back in a few weeks. In the meantime, writing descriptive captions and using targeted hashtags will continue to support your search visibility.

If you want to stay on top of platform changes like this one and actually show up consistently on social media, I would love for you to check out Accountabilibuddies. It is a monthly group membership for small business owners who want to show up online more consistently, without the overwhelm. You get weekly accountability calls, fresh content ideas, platform tips, and a community of other business owners working through the exact same challenges. The first month is free. Learn more at https://studiomovellan.com/services/accountabilibuddies.

–Marta, Studio Movellan

Have a question about TikTok keywords or another social media topic you want covered? Drop it in the comments below or send me a message at info@studiomovellan.com.