The way people search for information online is rapidly changing. Gone are the days when Google dominated the search landscape unchallenged.
Today, social media platforms are becoming powerful search engines in their own right, particularly among younger audiences.
As a business owner, understanding these changes is critical. Adapting to these new trends can help you stay competitive, reach new audiences, and grow your business.
In this article, we’ll break down everything you need to know about social media search engines and how to optimize your content for this new age of search.
The Evolution Of Online Search Behavior
While Google still commands a significant share of the search market, platforms like TikTok and Instagram are emerging as popular alternatives.
According to Google’s Senior Vice President, Prabhakar Raghavan, approximately 40% of younger users now turn to TikTok or Instagram for discovery instead of traditional search engines.
Why is this shift happening? Social media platforms offer a more interactive and visual search experience, catering to how younger audiences consume information. These platforms make discovery feel intuitive and entertaining, blending content with community engagement.
Globalization and advancements in technology have also played a significant role. With people connecting and engaging across borders more than ever, social platforms have become key tools for discovery and interaction.
For businesses, this shift presents both challenges and opportunities. On one hand, competing on multiple platforms requires more effort and strategy. On the other hand, it offers the chance to connect with audiences in creative ways, fostering deeper engagement and brand loyalty.
How To Optimize Your Content Using Social Media SEO
Social media SEO refers to the practice of optimizing your social media profiles and content to improve visibility and discoverability within social media platforms and traditional search engines.
This involves using relevant keywords, hashtags, and engaging content to rank higher in platform-specific searches (like Instagram’s Explore page or TikTok’s search bar). To stand out on social media search engines, you must optimize your content strategically.
Keyword Research For Social Platforms
Start with keyword research tailored to each platform. The keywords you’re looking to identify in your research are the industry-related words or phrases that users are searching for on different platforms.
Tools like Answer the Public can help you uncover trending topics and hashtags across multiple channels. For example, if our company was performing keyword research for our industry, we could go to Answer the Public and put in the word “digital marketing”.
Answer the Public would then reveal the popularity of that keyword and related keywords on different platforms such as Instagram, TikTok, and YouTube. For instance, it would show us the popular hashtags related to digital marketing on Instagram and a list of accounts who have posted content related to that keyword.
Tailoring Content For Platform Algorithms
Each platform has unique algorithms, so it’s important to make sure your content aligns with these algorithms.
- TikTok: Focus on engaging videos. Use trending audios, add text in your videos that contains keywords, add keywords in your captions, and encourage interaction through comments or challenges.
- Instagram: Visual-first content is king. Use high-quality images or videos, incorporate relevant keywords in your videos and captions, and add hashtags at the end of your captions to optimize for discoverability.
- YouTube: Craft compelling keyword-rich titles, descriptions, and tags to improve both in-platform and Google search rankings.
Beyond Social SEO Keywords: Leverage Platform-Specific Features
Social media platforms offer unique features to help users discover content. By understanding and leveraging these tools, you can maximize your visibility.
TikTok’s “People” Tab
This feature highlights influencers and creators relevant to specific topics. Collaborating with influencers in your industry can expose your brand to a wider audience.
Instagram’s Explore Page
Hashtags, geotags, and tagging other accounts can increase the likelihood of your posts appearing on the Explore page, where millions of users discover new content daily.
YouTube Optimization
In addition to keywords, use timestamps, playlists, and compelling thumbnails to make your videos more discoverable and user-friendly.
By tapping into these features, your business can better position itself as a go-to resource in your niche.
Multi-Platform Optimization Strategies
To succeed in today’s search landscape, businesses must integrate their efforts across multiple platforms.
The key to this is using one platform to drive traffic to another. For instance, promote your YouTube videos on Instagram Stories or link your social profiles in your email campaigns.
You can even combine traditional SEO practices for Google and Bing with strategies tailored to social media search engines.
But keep in mind that you need to maintain a cohesive brand identity across all channels. Consistent visuals, messaging, and tone strengthen your brand’s presence and build trust with your audience.
A multi-platform strategy ensures you’re reaching your audience wherever they choose to search.
Tools And Resources For Social Search Optimization
We’ve already touched on one tool that can help you significantly with optimizing your social media content for search, which is Answer the Public.
There are also plenty of other keyword research tools on the market. But in addition to those, you can use platform-specific tools to identify trending topics and hashtags, such as TikTok’s Trends Tool and Instagram’s Insights.
You can also track your performance and adjust your strategy based on data. Built-in analytics tools on platforms like Instagram, TikTok, and YouTube provide valuable insights into what’s working and what isn’t.
Leveraging these resources can help you stay ahead of the competition and refine your social media search strategy.
Call Alchemy For Help With Your Search Engine Optimization
Implementing a holistic SEO strategy is essential for staying ahead of the curve, but it can be challenging for a business owner to implement on their own.
At The Alchemy Consulting Group, we specialize in search engine optimization and can help you develop and execute a strategy tailored to your business. Whether you need help with Google rankings or optimizing other aspects of your SEO, we’ve got you covered.
Call us today at 877-978-2110 to learn how we can help you grow your online presence and thrive in the new age of search.
