Social Media SEO: Why SEO is More Than Just Google
SEO (Search Engine Optimisation) has long been synonymous with Google. However, in 2024, optimising your content for search is no longer just about ranking high on Google’s SERPs (Search Engine Results Pages). Social media platforms like Instagram, Facebook, and TikTok now have powerful internal search functions that mimic traditional search engines. If your brand isn't optimising its social media content for search, you’re likely missing out on massive engagement opportunities.
This blog dives deep into how social media SEO works, why it's crucial for businesses, and how to practically optimise your social media content for the search features of platforms such as Instagram, Facebook, and TikTok.
What is Social Media SEO?
Social media SEO refers to the practice of optimising your content on social platforms so that it can be easily found by users searching within the platform. These social platforms have become search engines in their own right, and millions of users actively search for content, products, and services using the search functionality.
For example, someone might search "summer dress ideas" on Instagram or "best fitness workouts" on TikTok instead of heading to Google. With advanced algorithms, these platforms can display the most relevant and engaging content based on keyword usage, hashtags, and engagement metrics.
Why SEO is More Than Just Google
The era of SEO being Google-dominant is shifting, as users now search for information directly on social platforms. While Google SEO is still essential, marketers need to understand that each platform has its own rules, features, and algorithms to determine which content surfaces in search results.
Why is Social Media SEO so important?**
- User Behaviour Has Changed: More people now use social platforms as their primary search tool, particularly younger audiences. In fact, studies show that Gen Z prefers to search on TikTok or Instagram for recommendations and information, bypassing Google altogether.
- Increased Engagement Potential: Social platforms offer engagement opportunities far beyond a typical Google search click-through. You can gain followers, comments, likes, shares, and direct interactions with your content.
- Authority & Trust Building: Being discoverable through social search helps establish your brand’s authority in your niche, making you a go-to source for information or products.
Let’s break down how you can practically implement social media SEO on Instagram, Facebook, and TikTok.
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Instagram SEO: More Than Just Hashtags
Instagram is one of the most visual platforms, but it’s also a powerful search engine. Instagram’s search algorithm considers various factors when determining which posts, profiles, and stories to show users.
Practical Ways to Optimise for Instagram Search:
1. Use Keywords in Your Bio
Your bio is one of the most critical areas for Instagram SEO. Ensure that it contains relevant keywords that users might search for. For instance, if you’re a fitness coach, including “fitness coach,” “personal training,” and “workout tips” in your bio increases the chances of being found through search.
2. Optimise Post Captions
While Instagram is famous for hashtags, keywords in the captions also play a significant role in discoverability. Write engaging captions that naturally include relevant keywords to improve visibility. For example, a caption for a skincare product might include the terms “glow”, “hydrating serum”, or “natural skincare”.
3.Utilise Alt Text
Instagram now offers an option to add alt text to your images, primarily for accessibility purposes, but it also contributes to SEO. Adding alt text with descriptive keywords can help Instagram better understand the content of your image and improve its chances of appearing in searches.
4. Hashtags Matter – But Use Them Wisely
While overloading your post with hashtags can seem spammy, strategic use of relevant hashtags can drive traffic. Focus on a blend of high-volume, medium-volume, and niche hashtags. Avoid using irrelevant hashtags just because they’re trending; the algorithm recognises mismatches between content and hashtags.
5. Engagement Signals
The algorithm prioritises content with high engagement. This includes likes, comments, shares, and saves. Therefore, it’s important to encourage users to interact with your posts by asking questions or using call-to-actions in your captions.
Example:
If you’re promoting yoga classes, optimising your Instagram could look like this:
- Bio: "Certified Yoga Instructor | Offering Online & In-person Classes | Wellness & Mindfulness Tips"
- Caption: “Join my online yoga class for a relaxing weekend flow. Perfect for beginners looking to increase flexibility and mindfulness. #yogaforbeginners #mindfulness #flexibilitygoals”
- Alt Text: “A woman practicing yoga outdoors during a sunset with a yoga mat.”
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Facebook SEO: More Than Just Pages
Facebook’s search function is surprisingly underutilised, given its potential. Whether it's for business pages, posts, or marketplace listings, Facebook SEO can significantly boost your brand’s discoverability.
Practical Ways to Optimise for Facebook Search:
1. Optimise Your Page Info
Make sure your business page contains complete and accurate information. This includes your business name, about section, services, and location. Use relevant keywords naturally in these sections.
2. Post Engaging and Keyword-rich Content
Similar to Instagram, your Facebook posts should contain relevant keywords. Whether it’s a status update, article, or video, use descriptive and engaging language that aligns with what users might search for.
3. Custom URLs and Page Names
Ensure your Facebook page has a custom URL that reflects your business name or main keywords. For example, “facebook.com/YourBusinessName” instead of a string of random characters.
4. Leverage Facebook Groups
Optimise the titles and descriptions of any groups you create. Groups are a great way to reach niche audiences, and if the group’s name contains the right keywords, it will show up in search results when people are looking for specific topics or communities.
5. Videos & Alt Text for Images
Videos on Facebook can be optimised with titles, descriptions, and captions that include target keywords. This helps the Facebook algorithm understand what the content is about and can increase visibility in search results.
Example:
If you’re running a bakery, your Facebook page optimisation might look like this:
- Name: "Sweet Treats Bakery"
- About: "We specialise in freshly baked cakes, pastries, and cookies. Visit us for delicious gluten-free options."
- URL: "facebook.com/SweetTreatsBakery"
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TikTok SEO: More Than Just Viral Trends
TikTok may be famous for short, viral videos, but it’s also becoming a go-to search tool, particularly for Gen Z. TikTok SEO is all about understanding trends and keyword placement.
Practical Ways to Optimise for TikTok Search:
Keyword-rich Captions
Even though TikTok is a video-first platform, the captions still play an important role. Include relevant keywords that describe what’s in the video. For example, if you’re posting a recipe, ensure terms like “easy recipe”, “vegan meal”, or “quick dinner” appear in your caption.
2. Hashtags – But Think Niche
Like Instagram, hashtags are key to discoverability. However, TikTok’s algorithm favours niche, highly specific hashtags over broader, trending ones. For example, instead of using #food, use #veganmeals or #30minuterecipe to target the right audience.
3. Incorporate Keywords into the Video Content
TikTok’s algorithm can “listen” to the words you say in your videos, so make sure to mention keywords relevant to your content early in the video. Subtitles or on-screen text featuring keywords also help.
4. Leverage TikTok Sounds and Trends
TikTok’s internal search places a lot of weight on trending sounds. Use popular sounds to increase visibility, but make sure the sound aligns with your content. When a user searches for that sound, they might stumble upon your video as well.
Example:
If you’re posting a skincare routine, you could optimise your TikTok by:
- Caption: “My 5-step night-time skincare routine for glowing skin #skincare #nightroutine #glowup”
- Using a popular, relaxing sound or trending skincare tip in the video.
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Conclusion: Staying Ahead with Social Media SEO
Social media SEO is no longer an option—it’s essential for brands that want to remain competitive in today’s digital landscape. Understanding how search works on platforms like Instagram, Facebook, and TikTok can dramatically improve your reach, engagement, and authority in your niche.
Incorporating social media SEO strategies is about more than just chasing trends. It's about providing valuable, keyword-optimised content that speaks to your audience's needs while leveraging the search functionalities of each platform.
By viewing SEO as more than just a Google strategy, you’re tapping into a powerful tool that will not only boost your visibility but also connect you more meaningfully with your audience.
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