a cross-platform seo triumph: dominating TikTok, YouTube and Google with data

Mapping out the most potential domains with our video SEO tool topictree, to find video topics and trends to rank high in and doing an in-depth competitor analysis

Creating long-form how-to content, as well as short-form, vertical life hacks, step-by-steps and DIYs – all tailored to the intent of the different video platforms

Organic distribution including landing pages and traffic newsletters to start ranking in Google, YouTube and TikTok

We are born and raised on YouTube. This allowed us to develop a data-driven approach that secures results on multiple video platforms, in every phase of the marketing funnel. To know exactly which video topics had the highest potential of reaching the right audience, we started with first things first: data research. Not only using Google and YouTube, but also TikTok as a brand-new data set, we conducted an in-depth content analysis into relevant domains, such as ‘bathroom’ and ‘window decoration’. This data was collected with our brand new automated SEO technology, called topictree.

Born from the need to know for sure, topictree continuously tracks and analyses view and search behaviour data from Google, YouTube, TikTok, Amazon, Pinterest and Bing. It is a tech solution – a first in the market – that unites every data touchpoint about a brand’s consumer in one place. Its predictive power allowed HEMA to get a list of most potential video topics and trends. Based on this data, we mapped out the most potential domains to rank high in; on Google, YouTube and TikTok. On top of that, we did a competitor analysis – taking a deep-dive into the different video styles, ranking positions and upload frequencies of HEMA’s biggest opponents. What are they doing online and what are missed opportunities? An important insight was that mainly creators were leading the field of ‘bathroom’ and ‘window decoration’ content on YouTube as well as TikTok. This offered loads of opportunities for HEMA in claiming authority as a brand – the classic early mover advantage!

Our in-house production studio created the ‘HEMA Helps’ series. Help content, focused on making life at home easier with nifty tips and tricks for the household. Both long-form how-to content, as well as short-form, vertical life hacks, step-by-steps and DIYs were produced – all tailored to the intent of the different video platforms. For instance, on YouTube we published long-form help videos on different ways to hang your curtains, whilst TikTok content focussed on sharing curtain-related life hacks. This way, we’ve set a whole web of ‘HEMA Helps’ videos in motion that tapped right into the needs of online orienting consumers.

With this new SEO-driven content strategy, the brand took on the challenge of broadening their viral content palette with informative help content. Being one of the first brands to put data-driven TikTok creation to the test, HEMA has definitely veered off the beaten path with this ‘HEMA Helps’ series. And with success. The first video gained #1 organic TikTok rankings within the ‘bathroom’ domain, just 5 hours after publishing!

On top of that, SEO-optimized landing pages were created on which the long-form YouTube videos were embedded. In monthly newsletters, extra traffic was guided to these SEO-optimized pages.

By combining topictree with data-driven content creation and a tailored distribution strategy, HEMA became front-runner. This new way of video SEO led to crazy results! Almost all videos on TikTok rank #1 on relevant keywords. Same counts for Google and YouTube, almost all videos rank in the top 3. We embedded relevant short-form content (TikTok and YouTube Shorts) on SEO-optimized landing pages, with which HEMA now even ranks in Google. These landing pages took on the algorithm by storm – with an average non-branded organic CTR of +389%. A total of watch time of 2.859,5 hours from which 1.828 hours came from short-form content – not longer than a minute.