IMPLEMENTASI STRATEGI SEARCH ENGINE OPTIMIZATION (SEO) DALAM MENINGKATKAN BRAND AWARENESS DAN ENGAGEMENT PADA AKUN TIKTOK GEPREKINAJA TAMBAKRIGADUNG

Abstract

This study aims to implement a Search Engine Optimization (SEO) strategy to improve brand awareness and engagement on the TikTok account of Geprekinaja Tambakrigadung. The research used a mixed-method approach combining quantitative analysis of TikTok Analytics and qualitative interviews. Quantitative indicators included views, likes, comments, shares, followers, profile views, and engagement rate, while qualitative data were obtained from interviews with the account manager and crew. SEO implementation covered keyword selection, relevant hashtags, informative captions, text in videos, profile optimization, and consistent content publication. The results show that account performance increased after SEO implementation. Views increased from 4,566 to 41,500 (808.45%), likes from 48 to 313 (552.08%), comments from 10 to 58 (480%), and shares from 9 to 59 (555.56%). Followers increased from 13 to 94, producing a Follower Growth Rate of 623.08%. Seven published contents generated 41,500 views, 363 likes, 58 comments, and 59 shares, with a total Engagement Rate of 1.16%. Interview findings indicate that SEO made content planning and publication more structured and better aligned with the target audience. The main implementation constraints were keyword selection, changes in the TikTok algorithm, trend adaptation, and upload consistency. Overall, the quantitative and qualitative findings indicate that SEO implementation contributed positively to the visibility, brand awareness, and engagement performance of the Geprekinaja Tambakrigadung TikTok account.