For years, social media was all about eye-catching visuals. Aesthetic feeds, curated grids, and perfectly edited photos reigned supreme. But in 2024, the game has changed. Social platforms are no longer just about what looks good—they’re about what can be found.
If you’re not treating your posts like searchable content, you’re missing out on massive opportunities. Here’s why social SEO matters more than ever and how you can start optimizing your posts for better reach.
Key Takeaways/TL;DR
- Visual content is no longer the main form of reaching a wider social media audience.
- Optimize SEO keywords in your content to reach a greater audience and have your content last.
- Use tools like TikTok's Creative Center to help you enhance your reach.
Social Platforms Are Becoming Search Engines
Instagram, TikTok, Pinterest, and even LinkedIn are all shifting toward search-first algorithms. Instead of relying solely on feeds and hashtags, users are actively searching for content related to their interests.
Take TikTok, for example. With the rise of TikTok’s Creator Search Insights, the platform is literally showing creators what users are searching for. This means people aren’t just scrolling aimlessly—they’re typing in keywords like "best social media tips," "Instagram algorithm 2024," or "how to grow on TikTok."
If your content doesn’t contain relevant keywords, it’s not going to show up in search results—no matter how good it looks.
What Is Social SEO?
Social SEO (Search Engine Optimization) is the practice of optimizing your social media content so it ranks higher in search results within platforms like Instagram, TikTok, and Pinterest. Think of it like Google SEO but for your posts.
Instead of relying on the algorithm to hopefully push your content to the right audience, social SEO ensures your content is discoverable long after you post it.
How to Optimize Your Content for Search
Want your content to show up when people search for topics in your niche? Here’s what you need to do:
1. Use Keywords in Captions & Titles
Your caption isn’t just for storytelling—it’s prime real estate for keywords. Instead of just saying, "New post! ✨", use a caption that includes searchable phrases:
🚫 Bad caption: "Love this outfit! 💕"
✅ Optimized caption: "Casual spring outfit ideas | Minimalist fashion inspo 2024"
This way, when someone searches for “spring outfit ideas,” your post has a higher chance of appearing.
2. Add Keywords to On-Screen Text & Subtitles
Especially on TikTok and Reels, your on-screen text matters! The algorithm scans it for relevance, so make sure to include keywords that match what people are searching for.
Example: If you’re creating a video on social media trends, put “Social Media Trends 2024” as text on the screen instead of just “New video!”
3. Optimize Your Hashtags
Hashtags still play a role, but they should be intentional. Instead of using broad, over-saturated tags like #socialmedia, use specific, keyword-rich hashtags like:
✔️ #SocialMediaMarketingTips
✔️ #InstagramSEO
✔️ #TikTokGrowthStrategies
TikTok's creative center allows you to look through high ranking hashtags too!
4. Leverage TikTok’s Creator Search Insights
TikTok literally tells you what people are searching for. Go to TikTok’s search bar, type a keyword related to your niche, and look at the auto-suggestions—these are real searches. Use those terms in your captions and on-screen text. You can also search overall categories by going to the search bar and typing 'Tiktok Creator Search Insights', and it will show you a list of different high ranking topics.
5. Think About Search Longevity
Trendy posts can get you quick engagement, but content is what keeps bringing in new viewers over time. Tutorials, how-tos, and list-style posts tend to perform well in search because they stay relevant longer.
For example:
➡️ "How to Get More Saves on Instagram"
➡️ "Beginner’s Guide to Social Media Strategy"
These posts will continue showing up in searches weeks or even months after posting.
The Takeaway
Social media isn’t just about aesthetics anymore—it’s about discoverability. By treating every post like a searchable asset, you increase your chances of reaching the right audience, even after the initial engagement spike.
Start thinking of your captions, video titles, and on-screen text like SEO-driven content, and you’ll see the difference in reach and visibility.
Frequently Asked Questions (FAQs)
Does TikTok help SEO?
Yes, TikTok can help your SEO. Crafting well-optimized TikTok content can enhance your visibility on the platform and in search engines like Google. It's akin to On-Page SEO for TikTok.
Are social media links good for SEO?
Yes, social media links can have a positive impact on your SEO. Social media indirectly influences SEO by enhancing brand visibility. By showcasing your content and brand to your audience and cultivating a following, you boost the likelihood that a blogger or journalist will naturally link to your content or brand.
Do social media hashtags help SEO?
Yes, Hashtags can help your SEO when used properly. Hashtags play a role in social media SEO by boosting the discoverability of your posts on various platforms. Using specific hashtags can improve your content's position in search results, allowing a broader audience to locate and interact with your posts.
