Social Media SEO: How To Incorporate SEO Into Your Social Media Strategy

At some point, we all asked the same question: Should I focus on SEO or social media?

‍Well, the game has changed.

Now, your Instagram post might pop up in Google search results, and your TikTok video could be the first thing people see when they look up your brand. We’ve officially entered the era of Social Media SEO: where your social content and search strategy go hand in hand.

When most people think of SEO (Search Engine Optimization), they picture websites competing for a top spot on Google. But these days, SEO isn’t just for websites, it’s for social media too.

In this guide, we’ll break down how SEO and social media work together, why it matters, and simple, actionable ways to bring SEO into your social strategy.

What is the meaning of SEO in Social Media?

Let’s break it down: SEO stands for Search Engine Optimization, which usually refers to making your website and content more visible on search engines like Google. But SEO doesn’t stop at websites. It also applies to your social media presence.

Social Media SEO means using keywords, hashtags, and other optimization strategies within your social media profiles and posts so they become easier to find — both in the platform's native search and on search engines. Think of it as helping your content get found whether someone searches on Instagram or Google.

Why SEO is important on social media?

Have you noticed how people search these days? Instead of going straight to Google, many now head to Instagram to find a brand, check Pinterest for ideas, or scroll TikTok for product reviews. Fact is, user behavior is evolving, with more people using social media platforms to search for brands, services, and products. Over half (51%) of Gen Z consumers worldwide use social media to look up a brand, surpassing the 45% who turn to search engines.

But this shift isn’t one-sided. Search engines like Google and social media platforms themselves are both adapting to meet new search behaviors.

Social platforms have changed how they surface content. Instagram's Explore page, TikTok's For You page, and LinkedIn's feed all use sophisticated algorithms that consider factors like keywords, hashtags, and engagement rates, essentially acting as their own search engines.

At the same time, Google is actively indexing more social content. Tweets, LinkedIn posts, YouTube Shorts, and even TikToks or Instagram posts can now show up in search results. And if you manage a business, Google Business Profiles often display your most recent social media posts, giving your online presence more visibility beyond your website.

And it’s not just Google pulling content in, social platforms are also pushing content out. For example, Instagram recently announced an update that will allow public photos and videos to be indexed and displayed directly in search engine results.

Bottom line? Your social media strategy is no longer isolated. It directly contributes to how easily people discover your brand, whether they’re searching inside a platform or on search engines like Google itself.

Guide to Incorporate SEO into Your Social Media Strategy

1. Start With Keyword Research

A good way to start is by finding relevant hashtags that you can incorporate into your strategy, look for:

• What your audience is searching for
• Relevant hashtags
• Common phrasing and topics

Pro-tip: Check out the search suggestions within each social platform. Type your main keywords into Instagram's search bar, see what TikTok suggests, and notice what hashtags are trending in your industry.

Apply those insights directly into your social media content.

2. Optimize Your Profile

Make sure your:

• Username and handle are consistent across platforms
• Bio includes searchable keywords (e.g., "Mental Health Coach in Toronto")
• Profile links are updated and trackable

3. Create Search-Friendly Content

‍This doesn't mean stuffing your captions with keywords. Instead, focus on creating content that answers questions your audience is asking.

For example, if you're a fitness coach, create posts about "beginner workout routines" or "healthy meal prep ideas" – topics people actually search for. Use natural language and write captions that provide real value.

A strong strategy is to create evergreen content that's easy to find through search. To do so, aim to make content that solves a problem, answers a question, or fulfills a need.  Great eergreen content examples include tutorials, how-to guides, product reviews, and industry tips.

4. Use Keywords in Captions, Titles, and Descriptions

Develop content that naturally incorporates your target keywords without feeling forced or spammy. This includes:

This helps both internal social search (e.g., TikTok search bar) and Google index your content. Be natural, but intentional.

5. Use Hashtags Strategically

If you are wondering if hashtags are still relevant for your strategy, here is the truth: Hashtags are essentially keywords for social media.

But you need to use hashtags wisely. Don't just throw in 30 random ones!

Only use hashtags that truly fit the specific post and what people might search for, such as: popular industry hashtags, niche-specific tags, branded hashtags unique to your business or location-based hashtags.

SEO for each social platform

Each social platform has its own algorithm and best practices:

Instagram

‍Instagram's search function has become incredibly sophisticated, making SEO crucial for discovery. The platform indexes captions, hashtags, and even text within images.

‍Key tips: Use alt text for images, include keywords in your captions naturally, and create highlight categories with keyword-rich titles.

Facebook

‍Facebook's search algorithm considers page names, post content, and user engagement. Optimize your page name and about section with relevant keywords, write detailed post descriptions that include target keywords, and use Facebook's topic tags to help categorize your content. Facebook Groups can also be goldmines for SEO – participate in relevant groups and share valuable content when appropriate.

Key tips: Use keywords in your page name and description, post consistently, and encourage check-ins and reviews.

YouTube

‍As the world's second-largest search engine, YouTube SEO is critical. Your video title should include your main keyword, preferably toward the beginning. Write detailed descriptions (aim for at least 200 words) that include relevant keywords naturally, use custom thumbnails that stand out, and add closed captions to make your content accessible and searchable.

Key tips: Include keywords in the first 125 characters of your description, use relevant tags, optmize your video title and create playlists with keyword-rich titles.

Pinterest

‍Pinterest functions more like a visual search engine than a traditional social platform, and that makes Pinterest SEO just as important as anywhere else. Create keyword-rich pin descriptions, use vertical images with text overlays that include your keywords, and organize your boards with SEO-friendly names and descriptions. Fresh pins tend to perform better, so regularly create new content rather than just re-pinning old posts.

Key tips: Create boards with specific, keyword-rich names, write detailed pin descriptions, and use relevant hashtags sparingly.

TikTok

‍TikTok's search capabilities are rapidly expanding, making SEO increasingly important. Include relevant keywords in your video captions, use trending and niche-specific hashtags, and add text overlays to your videos that include searchable terms. Voice-overs and sounds are also indexed, so speak your keywords naturally in your videos.

Key tips: Use a mix of trending and niche hashtags, include keywords in your captions, and create content around trending topics.

LinkedIn

‍LinkedIn's professional focus makes it ideal for B2B SEO. Optimize your company page and personal profile with industry keywords, publish long-form articles on topics your audience searches for, and use LinkedIn's tagging system to categorize your content. Regular posting and engagement with industry-specific content can significantly boost your visibility.

Key tips: Use professional keywords in your company description, publish thought leadership content, and engage with industry discussions.

X (formerly Twitter)

‍While X's search isn't as robust as other platforms, it still matters for real-time content discovery. Use relevant hashtags (but don't overdo it – 1-2 per tweet is usually sufficient), include keywords naturally in your tweets, and participate in trending conversations when relevant to your brand.

Key tips: Use 1-2 relevant hashtags per tweet, include keywords naturally in your bio, and participate in industry chats.

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Conclusion

SEO and social media are no longer separate strategies. In fact, they’re merging more than ever.

By treating your social media platforms as search engines and optimizing your content accordingly, you're making it easier for new customers to discover your brand. With the right mix of keywords, optimized content, and intentional structure, you can make your social content work twice as hard: attracting both followers and search engine traffic.

So, next time you’re crafting a post, don’t just think “Is this engaging?” — ask yourself, “Would someone search for this?”